The deal will enable 888AFRICA to expand into other African markets.
888AFRICA is looking to boost CRM through its collaboration with Axom Gaming, across a myriad of markets in the continent.
The expansion of the deal comes off the back of a successful three-month test period, which saw an initial targeted deployment of the Axom ‘decisioning layer’.
During the period, the technology reportedly showed immediate commercial value through the smart orchestration of customer journeys and next-best-action analysis at the individual player level, processing billions of behavioural and transactional data points throughout the three-month trial.
Martin Nieri, founder and chief marketing officer at 888AFRICA, said: “888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency.
“We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”
As a result of the link up, the operator will be able to scale up its marketing strategies across a number of markets in Africa, as it looks to build on its already strong presence in the region.
Danny Rippon, chief executive of Axom, added: “Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA. We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group.
“The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”
This story was first published on Affiliate Leaders’ sister title, iGaming Expert.
