Betfred joins forces with OtherLevels for mobile campaigns

Betfred has joined forces with OtherLevels to launch a new mobile campaign.

The gambling firm, Betfred, has joined forces with the mobile marketing and analytics platform OtherLevels, in order to support the bookmaker’s mobile messaging campaigns.

Betfred – which has more than 1,300 shops, over 10,000 employees, as well as its various online operations – manages thousands of betting slips on a daily basis.

The OtherLevels platform allows Betfred to target and deliver messages to its punters.

James Shaw, head of retention at Betfred.com, said: “In gaming, and especially sports betting, delivering the right message to an engaged user at the right time is critical for success.

“Delivering a message to our players to incentivise them to make a wager on an upcoming match just before kick off or even at half-time isn’t quite as straightforward as it may seem. In order for a campaign to be successful it requires we know what sporting categories the player likes, the events he or she follows, and their previous wagering activity.

“For example, we can send half-time messages to recent, active bettors who may not have responded to our pre-game message, while at the same time not disturbing those who did respond. This not only increases our overall ROI in terms of real measurable results, but it is a sophisticated, customer-friendly approach that is unmatched in the UK.”

OtherLevels chief executive officer Ramsey Masri, said: “Mobile is an ideal platform for sports betting and wagering, but we were tasked with helping Betfred.com accelerate their mobile efforts and bring them up to par with a well-established email and SMS programme. So the challenge was complicated and layered.

“Mobile devices can deliver news that is critical to making good bets in a timely fashion. However, that insight has to be actionable and incentivized through well-tested and well-timed notifications.”