Exclusive: ComeOn Group inks partnership with tech firm Graphyte
This deal forms part of ComeOn Group's strategy to create a Netflix-style experience for its players
ComeOn Group has agreed a multi-product deal with Optimove-owned Graphyte as part of its focus on delivering seamless tech with personalisation and real-time CRM.
Due to this deal, players that use the operator’s platform will have a customised user experience based on their behaviour which is part of ComeOn’s strategy to create a Netflix-style experience for its players.
Graphyte was acquired by Israel-headquartered firm Optimove in July 2022, which saw the London-based tech firm’s products mixed with data from Optimove’s CDP.
The acquisition also meant that operators could provide players with real-time symmetric and personalised journeys.
Operators like Entain, Sisal and 888 use Graphyte’s platform to give AI-based recommendations and personalise their web and mobile sites.
On the deal, Cristiano Blanco, chief product officer at ComeOn Group, said: “We are in the process of rolling out our new global casino lobby with market-leading player experience, where Graphyte is playing a central role. We have been very impressed with the initial results and with continued optimisation as we go along, so that we keep on improving the experience of our customers.”
Damien Evans, CEO of Graphyte, added: “Integration across ComeOn’s global brands is a huge step forward for Graphyte. The opportunities within this partnership are limitless. Graphyte’s AI-powered platform is providing contextual playing experiences concurrently across ComeOn’s portfolio of markets and brands.”
Elsewhere, ComeOn Group became the 20th firm to be awarded a Dutch licence when the Netherlands Gambling Authority gave it one last month.
At the time, the operator said the move into the region further solidified the group’s position at pursuing business ventures in regulated markets.