Betfred expands OtherLevels agreement

(PRESS RELEASE) -- Betfred Casino has extended its partnership with digital marketing platform provider OtherLevels to take on the supplier's complete portfolio of player engagement messaging services.

The U.K.-facing bookmaker has integrated Otherlevels' app and web push, interstitials and rich inbox communication techniques, all of which are designed to engage with customers across devices and channels to increase lifetime value incremental uplift through messaging.

As part of the service, OtherLevels will use web push to create a target cohort consisting of mainly anonymous users, allowing the operator to identify, engage and convert them without using expensive paid media re-targeting.

The operator will also implement the supplier's action engine function, which can push real-time odds to users, create a personalized messaging service and maximize retention rates.

In addition, the supplier's digital marketing strategists will also provide support and training to Betfred's in-house team to implement campaigns that maximize opt-in and engagement rates.

Russell Young, Commercial Director at Betfred, said, "Since working with OtherLevels, we've seen our marketing-attributed revenue grow.

"We're delighted with the early success these sophisticated messaging techniques have provided us, and we look forward to generating further growth in the months ahead.

"None of this would have been achievable without the help of the marketing experts at Betfred and OtherLevels, who have delivered effective marketing campaigns."

Brendan O'Kane, CEO of OtherLevels, added, "Partnering with one of the U.K.'s most recognized betting operator is a major coup for OtherLevels.

"Our expertise and knowledgeable team have already proven to be very beneficial to Betfred, and we're more than confident our communication tools will become a key part of its marketing strategy.

"We're excited to be working alongside Betfred, as we aim to drive greater audience reach, increased retention and stronger loyalty and player engagement for them."