It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Homegrown mobile marketing platform provider, OtherLevels, has secured its first significant US wagering customer as the company builds its international customer footprint.
BetAmerica offers digital wagering on horse and greyhound racing as well as fantasy sports games to US residents. The company is one of many US companies now looking to take advantage of increasing sales opportunities thanks to legislation enabling these forms of betting across several US states.
OtherLevels CEO, Ramsey Masri, said interactive gaming is a growing market opportunity for his company. The platform will allow BetAmerica to target and communicate with customers through mobile messaging.
“As the US market begins to ease restrictions on real money wagering, often referred to as iGaming, we are seeing a new wave of companies looking to take advantage of the growing wagering opportunity,” he said.
“As we are seeing in Australia and the UK, these companies are looking to go to market quickly and leverage proven and leading software-as-a-service- based solutions such as OtherLevels, to improve their audience reach and engagement.”
BetAmerica joins a growing list of wagering customers for OtherLevels globally, including Ladbrokes, Betfred, Camelot, Racing Post and Matchbook in the UK. The platform is also used by Tatts Group in Australia.
The Otherlevels mobile marketing automation platform is designed to help marketers optimise in-app alerts, notifications and other mobile messaging, test messages in real-time, and deliver to customers based on relevance and in their local time zone. The platform integrates with CRM, point-of-sales, email, SMS and other data and includes targeting, retargeting, audience segmentation functionality.
The company, which was founded in Brisbane in 2012, relocated to San Francisco to generate funding, and then listed on the ASX on 31 March, raised $7.5 million from investors thanks to an oversubscribed IPO.
Its wider customer base also includes Sega, Intercontinental Hotels Group, Coles and Halfbrick.
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