Motti Colman, VP of Revenue and Gaming at Optimove, information the CRM specialist's magnified focus on capturing AI-driven personalisation and gamification innovations for consumers, offering a real single view of real-time consumer engagements.

At the SBC Summit in Lisbon, Colman and Optimove will be showcasing their new Target Group Discovery tool, which leverages AI for precise audience division to improve personalised marketing projects and customer messaging.

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Motti Colman: Optimove

SBC: What elements of SBC Summit work so well for your organisation, and why is it crucial for you to be there this year?

Motti Colman (Optimove): SBC Summit is genuinely among our favorite events of the year, and it's vital for us to be there. The occasion draws in an enormous number of operators and is rich in content, which fits completely with how we approach CRM Marketing-ensuring every marketing message is truly individualized and pertinent.

The top uses an unequaled opportunity to get in touch with essential players in the iGaming industry, whether it's strengthening relationships with existing clients, checking out brand-new partnerships, or engaging with potential prospects. The panels and conversations are especially important, enabling us to both share our insights and gain from others. It's all about collaboration, development, and staying ahead in a rapidly evolving market. SBC Lisbon strikes all the best notes for us, making it an important part of our yearly strategy.

SBC: What's your essential objective at this year's event and what are the main products/services you'll be promoting?

MC: We love participating in the SBC Summit since it enables us to connect in person with individuals who run this industry, comprehend the challenges, and find out about their future strategies. These interactions are important, enabling us to come back each year with the ideal solutions to meet their needs.

This year, we're especially delighted about holding a partner CRM Ecosystem at our booth. We've welcomed six of our partners to join us and show the power and advantages of our integrations. This setup not only showcases cutting-edge solutions but also highlights our commitment to enhancing gamer engagement and retention.

We will also hold our now-traditional CRM Marketing Lightning talks at our booth, led by Optimove specialists. These are ten-minute quick but deep dives, into a particular CRM Marketing subject. It's ideal for individuals in a hurry, with an all-insight, zero fluff approach. Expect subjects like gamification, predictive models, highlights from March Madness and the SuperBowl and more.

This year we're excited to provide our most current development, a brand-new AI-orchestrated gamification solution - a first for iGaming and Sports Betting operators. It is enabled by our AI-orchestrated marketing expertise, a trademark of Optimove because 2012 and our recently revealed partnerships with best-of-breed gamification leaders Captain Up and Gamanza Engage.

This brand-new AI-orchestrated gamification solution and partnerships open the following for iGaming and Sports Betting operators:

- Integrated Gamification for Personalization

• Real-time Orchestration
• Holistic Campaign Measurement
• AI Optimization
  
  With this, we are bringing an unprecedented level of gamification to iGaming and Sports Betting operators.
  
  Additionally, we've presented Target Group Discovery, a tool that leverages AI to assist online marketers identify and segment their audience with accuracy. By examining huge quantities of consumer information, it determines the very best target groups based upon particular attributes and habits, such as purchase history and engagement levels. This makes it possible for marketers to create extremely customized and reliable projects. It uses many advantages like improved client segmentation, enhanced project efficiency and more, and we're really excited to demo and discuss it at the event and see the reaction up close.
  
  SBC: What would you highlight as the biggest chance in the betting and gaming market over the next couple of years?
  
  MC: The greatest chance right now is certainly in the growing LATAM markets. Brazil, in particular presents a distinct chance for savvy operators to broaden rapidly and protect a significant share of the market. But it's not almost pumping money into acquisition efforts. Operators should be keenly conscious that gamers are searching for more than simply big bonuses-they want brand names that really understand their choices and needs and can offer extraordinary gamer experiences.
  
  It implies that operators require to be smart about their Generosity program. At this year's Summit we will have deep insights about how operators can optimize Generosity to identify and retain gamers that can deliver considerable lifetime value
  
  To truly prosper, operators all over, but particularly in growing markets, need to master customization and significance, making certain they put their gamers first. This suggests concentrating on significant, customized engagement and structure long-term relationships with gamers to keep them coming back. It has to do with growing quick, but doing it the right method, ensuring that every interaction includes worth and strengthens the connection with the player.
  
  SBC: What aspects of your organization do you feel are best put to benefit from that chance?
  
  MC: We remain in a fantastic position to profit from the growing LATAM market. We're already dealing with a few of the greatest names in the industry, including 8 of the top 10 US operators, and we're rapidly broadening in LATAM with leading partners like La Tinka, Apuesta Total, Latamwin, Betnacional and more. This year, we've enhanced our dedication to the region by opening a second workplace in Brazil, which complements our existing workplace in Colombia.
  
  Additionally, our ability to collect and analyze market-wide information provides our clients proprietary markets insights. Only Optimove offer robust benchmarking that our operators with access to this valuable information navigate the marketplace with an advantage over rivals. This combination of strong local collaborations, a growing existence, and deep analytical capabilities positions us completely to assist operators capitalize on the booming LATAM market.
  
  SBC: What areas of business should we be looking to for innovation in the next 12 months?
  
  MC: In the next 12 months, we anticipate further release our AI-orchestrated gamification option throughout the world. As noted, we have actually integrated our experience and leadership in AI in marketing automation with brand-new collaborations with best-of-breed gamification leaders Captain Up and Gamanza Engage to deliver the first AI-orchestrated gamification to iGaming and Sports Betting operators. These solution sets a new requirement for gamification in iGaming and Sports Betting.
  
  We're also concentrating on boosting gamer engagement for our sportsbook operator clients. At the conference, we will sneak peek our ability to offer real-time, automated sports insights and pointers directly to players. This leverages historic information and AI analysis to keep gamers engaged and pleased with their experience.
  
  Optimove advances in CRM Marketing represent a big push towards more personalized and vibrant customer interactions. We are relentlessly focused on perpetual enhancements that drive even greater levels of engagement and retention for operators.
  
  What brand-new technology do you feel will have the most significant impact for stakeholders?
  
  MC: One of the most amazing technologies continuing to form the market is AI-led journey orchestration. Optimove has been at the forefront of this innovation. In 2023, we scored the greatest in the Journey Orchestration use case in Gartner's Magic Quadrant companion report, "The Critical Capabilities for Multichannel Marketing Hubs." This recognition highlights our dedication to enhancing marketing abilities through AI and providing personalized player experiences.
  
  Journey orchestration provides hyper-personalized experiences that match the speed of a gamer's interaction with an operator. Think of it like having a "personal betting representative" in the digital world. AI and generative AI (genAI) empower marketers to acquire deep insights, automate high-performing projects, and individualize interactions at scale This ensures every player touchpoint matters and prompt, akin to the customized service you 'd get in a physical casino or sportsbook.
  
  As noted, our latest partnerships with best-of-breed gamification leaders Captain Up and Gamanza Engage are great examples of leveraging AI to raise players' journey. These integrations allow operators to mix AI-orchestrated marketing with innovative gamification and loyalty functions, developing a smooth, appealing experience across all channels. This holistic approach not just improves the gamer journey and experience however also drives greater engagement, retention rates and elevates Player Lifetime Value.
  
  SBC: What core challenges do you assist resolve for your customers/partners?
  
  MC: While we fix dozens of marketing concerns for iGaming and Sports Betting operators, I will cherry-pick a few things that are of particular interest today based on the countless discussions we have actually had with the leading operators worldwide.
  
  Overall, we assist operators:
  
  - Leverage relationship with current gamers to optimize player lifetime value.
• Deliver customization at scale.
• Reduce churn
• Effectively handle multi-channel marketing orchestration
  
  Overall, we assist operators in iGaming and Sport Betting ensure their finest gamers remain longer and return regularly to drive lifetime value.
  
  The focus is to grow through their existing players, instead of through pricey player acquisition. We empower these operators to get and deepen their gamers trust and loyalty. We have shown that customized, relevant interaction with gamers reduces churn and increases life time value.
  
  One key obstacle operators deal with is customization at scale. Delivering customized experiences to a huge player base without frustrating marketing groups is vital. We aggregate and examine player information, allowing marketers to develop extremely customized campaigns managed throughout marketing channels by innovative AI. This ensures each gamer gets relevant, prompt, and customized messages, which significantly enhances engagement and commitment.
  
  OptiGenie our AI suite, continuously monitors and optimizes projects, guaranteeing they are constantly fine-tuned for optimum efficiency, driving much better organization results for our customers. Our sophisticated analytics and AI capabilities empower data-driven decision-making, permitting marketers to comprehend gamer behavior and preferences deeply.
  
  Churn is always a prominent obstacle. Our AI-led predictive analytics identify players at threat of churning and suggest targeted retention methods. By managing personalized engagement campaigns, we assist operators preserve gamer interest and decrease churn rates successfully.
  
  Another substantial difficulty for operators is multi-channel marketing orchestration. Coordinating marketing efforts throughout multiple channels to offer a seamless player experience can be daunting. Our Platform allows operators to manage and integrate campaigns throughout e-mail, SMS, push notices, and more, ensuring a constant gamer experience.
  
  While I have actually touched on a couple of subjects that are front and center right now for operators, as I noted that are actually lots more than we attend to.
  
  SBC: Who have you particularly took pleasure in dealing with over the past year (partner/client) and why?
  
  MC: Over the past year, I have actually especially enjoyed dealing with our clients throughout various regions like Europe, The United States And Canada, and Latin America where we're experiencing an enormous growth that is exceeding the development of the industry.
  
  As the number 1 CRM marketing option for the iGaming industry, we deal with hundreds of brand names, including 8 of the leading 10 operators in the US, and we're making significant strides in LATAM recently opening a 2nd workplace in the area. Each operator we team up with presents special market challenges and requirements, making every partnership an exciting and fulfilling experience.
  
  What's most gratifying is seeing our clients harness the power of the Optimove platform to overcome these difficulties and broaden by means of their existing players, properly to grow. Whether through the customized research study and assessment from Optimove Insights, our research and analytics arm, or the advanced functions of our CRM Marketing platform, we're devoted to empowering our customers to boost their player engagement and retention strategies. I discover it really pleasing to witness the favorable effect our options have on their growth and success in such a competitive industry.
  
  SBC: What are you wishing to learn from the conference at SBC Summit and which aspects of the agenda will you be focusing on the most?
  
  MC: I'm fired up about the chance to link with online marketers at the SBC Summit and truly get into the weeds of their obstacles and pain points. It's something to comprehend trends from a distance, however there's absolutely nothing like those in person discussions to get a true sense of what's occurring on the ground.
  
  When it comes to the sessions, I'm particularly interested in the conversations around Brazil and lottery games. Brazil's recent regulative changes, especially with sports betting and land-based gambling establishments, are developing a lot of buzz. The marketing landscape there is developing quickly, especially offered the country's passion for sports. Hearing from specialists and networking with others who are either established in or entering this market will be important.
  
  The lottery sessions also captured my eye. The shift in the European lottery game landscape due to market liberalization is interesting, specifically with the pressure to innovate and digitize in the face of new competitors. CRM Marketing plays a key function in the success of this digitization process.