Betsafe Selects smartFOCUS to Drive Multi-channel Marketing

Wednesday December 08, 2010

smartFOCUS, a global provider of multi-channel marketing software, has been selected by online gaming leader Betsafe to meet its marketing objectives of communicating with its global customer base through timely and relevant multi-channel communications, driving player retention and profitability.

Betsafe is a leader in online gaming with more than 500,000 customers, mainly in northern Europe. Since its launch in January 2006 it has become established as one of the most trusted and reliable gaming companies in the market, offering Betsafe Poker, Betsafe Sportsbook and Betsafe Casino. Its dedication to customer support is demonstrated by its exclusive support guarantee which gives its players support 24 hours a day, seven days a week through telephone, email and live chat and a 15-minute support guarantee.

Betsafe has selected and implemented smartFOCUS's packaged game solution. Specially designed for the gaming market's sophisticated digital marketing needs, the smartFOCUS solution includes smartFOCUS smartMARKETER, with its Analyzer, Campaigner and Reporter components. The solution also includes smartFOCUS eChannel, an on-demand digital marketing solution that provides communication across e-mail, mobile, SMS, landing page, microsite, and RSS, along with social media networks such as Twitter, Facebook and MySpace.

The smartFOCUS solution will underpin a new centralised player-centric marketing database that gives Betsafe an up to date view of its players and prospective players at all levels of their engagement. On top of this database smartFOCUS's campaign management and analytical toolsets will provide robust analysis for marketing planning purposes.

"We're in a competitive and fast-moving business," explained Henrik Ekdahl Persson, CEO for Betsafe. "To us it's all about the best possible player experience and to maintain the most relevant communication across the player lifecycle. With our new CRM tool from smartFOCUS we aim to not only enable us to achieve these marketing objectives, but to do so with increased automation and efficiency. We'll have an integrated view of the player across channels, history and preferences. We've grown so fast, to 500,000 players, and I'm excited about the stage smartFOCUS and its social media, multi-channel analysis, campaign management and reporting will bring us to next."

The deal was won in a competitive market review. Persson concluded: "smartFOCUS was the clear choice due to the capability and features of its software, its implementation experience and its unique approach to project definition. We need to deliver, so we need to work with vendors that can do the same."

Curt Bloom, interim CEO of smartFOCUS said: "Betsafe has undergone a tremendous rate of growth since its launch. Its dedication to its players is outstanding, and it takes its commitment to relevant, timely and personalised communications very seriously. I'm looking forward to what we can achieve together as Betsafe reaps the benefit of our intelligent marketing solutions, and also deploys smartFOCUS eChannel to communicate with gamers across e-mail, mobile, social networks, web and SMS."