Bet365 kicks off major overhaul of CRM operations

Bet365 has ramping up its customer marketing, with the gambling company appointing its first third-party vendor to handle CRM operation by awarding a brief to Optimove to orchestrate and optimise all activities.

Founded in Tel Aviv in 2009, Optimove expanded into London in 2015 and New York four years later; its clients also include JD Sports, Papa John’s, Staples, and Sweaty Betty, while it has partnerships with Facebook, Twilio and Shopify.

The firm claims the appointment demonstrates Bet365’s strategic investment in scaling retention marketing efforts, and maximising player value as a growth driver for the business. Bet365 has handled all CRM inhouse since its launch in 2000.

The company’s chief marketing officer, Alex Sefton, said: “We continue to build an industry-leading sports and gaming product, and the business believes the time is right to complement the platform with best-of-breed third-party technology. With Optimove we have done just this.

“This deal heralds a change in direction for Bet365, but also the start of a long-term partnership working with Optimove to grow our business. We are at the start of something genuinely exciting and I don’t think we could have found a better partner.”

Optimove senior director of sales Motti Colman commented: “Working together, this is a true super team. As a company that is known for keeping most of its tech inhouse, this is a huge move by Bet365 to go out to a third-party provider.

“We’re proud to have been chosen and humbled by their belief in our ability to deliver. I am certain that the work we accomplish together over the coming years will be groundbreaking and will help catapult Bet365 into a new era of growth.”