Cloud based gamification platform Captain Up has partnered with platform provider BtoBet to strengthen clients’ player engagement and customer loyalty capabilities.
The new partners intend to develop scheduled and targeted campaigns, segmented according to user behaviour, and matching rewards and bonuses with different categories, channels and brands, among other parameters.
As one half of the partnership, Aspire Global-owned BtoPart will work to maximise customer activity and loyalty using gamification, behavioural psychology and social tools.
Sabrina Soldà, Chief Marketing Officer, BtoBet, said: “Today’s betting and gambling environment are increasingly focused on heightening the player experience.
“Gamification is an essential cog in the wheel of what I deem to be a complex philosophy in product design and user engagement. I am confident that Captain Up’s product portfolio will help our partners build a competitive edge in terms of player loyalty and engagement.”
Captain Up’s contribution to the partnership will see the group develop tournaments, jackpots, leaderboards, personal, personal promotions, smart bosques and progressive rewards in order to ‘enrich the journey’ for operator clients.
“Regulatory developments highlight the need for innovation and creativity, circumventing the difficult use of bonuses,” added Uri Admon, Chief Executive Officer, Captain Up.
“We are empowering brands with personal gamified marketing tools, adhering to the dynamic regulatory guidelines. Not only are gamification tools essential from a player retention and engagement perspective, but they are also morphing the industry into a more social environment.
“It is slowly but surely breaking the dogma that the iGaming industry is not a socially engaging environment.”
The deal with Captain Up is the second partnership secured by BtoBet in less than a month, having signed a virtual sports agreement with Interactive Gaming in late March.
As a result of the link up with Interactive, BtoBet will be able to take advantage of the latter’s extensive suite of paid-to-play virtual sports games, with a focus on Latin America, Europe and Africa.
This was followed by the announcement that the firm had established a foothold in the British betting and gaming market, gaining full certification to operate in the UK.