Betfred sharpens CRM focus with OtherLevels partnership

Betfred has moved to boost its CRM capabilities by extending its partnership with digital marketing platform provider OtherLevels.

The deal will see Betfred take on the supplier’s complete portfolio of player engagement services, including app and web push messaging, interstitials, and inbox communications.

As part of the service, OtherLevels will utilise web push to create a target cohort consisting of mainly anonymous users, allowing the operator to identify, engage and convert them without using expensive paid media re-targeting.

Betfred will also implement the supplier’s action engine function, which can push real-time odds to users, create a personalised messaging service, and maximise retention rates.

“Since working with OtherLevels, we’ve seen our marketing attributed revenue grow,” said Russell Young, commercial director at Betfred.com.

“We’re delighted with the early success these sophisticated messaging techniques have provided us, and we look forward to generating further growth in the months ahead.

Brendan O’Kane, CEO of OtherLevels, added: “Partnering with one of the UK’s most recognised betting operators is a major coup for OtherLevels.

“Our expertise and knowledgeable team have already proven to be very beneficial to Betfred.com, and we’re more than confident our communication tools will become a key part of its marketing strategy.

“We’re excited to be working alongside Betfred.com, as we aim to drive greater audience reach, increased retention, and stronger loyalty and player engagement for them.”