GVC strengthens focus on CRM with Optimove extension

GVC Holdings has extended its collaboration with Optimove retaining the firm as lead software provider of its group-wide customer retention management (CRM) provisions for a further five-years.

GVC has confirmed the integration of Optimove’s ‘Relationship Marketing Hub’, to serve as the FTSE100 firm’s ‘group enterprise software’ across its expanded global igaming portfolio.

GVC maintains Optimove’s CRM software, as it undertakes a series of key integration projects seeking to optimise alignment of customer marketing functions for its brands of Ladbrokes Australia, NEDs and fast-growth US joint-venture ROAR Digital.

Optimove benefits will see all GVC brands serviced with automated real-time customer data, helping GVC’s group operations secure immediate customer retention engagements, whilst further improving oversight of player duties by senior management teams.

Simon Gatenby, Performance Marketing, CRM, and Group Martech Director at GVC Holdings, stated: “Optimove proved to be the ultimate partner to help to achieve our aspirational CRM and player marketing goals.

“We are confident that extending this strategic partnership with Optimove to our entire, global portfolio for the next five years, and incorporating Optimove’s real-time technology, will yield mutual success, and keep our CRM efforts ahead of the curve.”

GVC leadership confirmed that Optimove’s CRM contract had been expanded, having matched ‘continuous successive growth’ across key customer metrics related to improving value, maximising engagement and decreasing churn.

Pini Yakuel, Optimove’s Founder and CEO, added: “Throughout the years working together with the GVC brands, we’ve been able to generate industry-leading CRM practices. We strive to continue powering GVC’s player marketing, maintaining its place as a strategic, competitive advantage of the entire group.”