Digital marketing and messaging platform, OtherLevels Holdings Limited, has launched its new real-time module which enables igaming operators to carry out in-play engagements.
OtherLevels In-Play 2.0 will offer an automated, real-time solution that combines event feeds, live odds, condition evaluation, dynamic message content and smart segmentation which will be developed using historical betting data.
Brendan O’Kane, Managing Director for OtherLevels, commented: “In-Play 2.0 is the flagship release of our world class real-time Intelligent Messaging strategy and enables iGaming operators to deliver personalised betting experiences, with real-time, event driven offers.
“Personalised betting experiences in the form of relevant markets, odds and content are critical for modern sportsbooks, so as to reach the high value in-play segments, increase revenues and provide a compelling differentiated experience.”
OtherLevels 1.0 demonstrated an 18 per cent increase in the number of bets placed per fixture, while the number of punters placing a bet grew by 22 per cent. With the new launch, OtherLevels In-Play 2.0 has been extended to include both American football and basketball alongside its current offering of football and tennis.
O’Kane added: “We are very excited at the market opportunities for In-Play 2.0 in 2019, with existing operators in the UK and Europe, but also in the U.S post the regulatory changes in mid 2018. With New Jersey alone having more than 15 new online sportsbooks launched, or to be launched, the scale of the broader U.S. market opportunity is immense.
“In-Play 2.0 is perfectly positioned to benefit, with market leading technology and IP, working autonomously at scale, across 100’s of fixtures per week, without the need for marketers to manually trigger messages from the trading floor.
“Previously only advertising was able to select a best market offer in response to an ad-serve request, whereas with In-Play 2.0, operators can reach out to their existing audience directly across multiple channels, providing a 2x – 10x increase in live real-time audience engagement per fixture compared to paid advertising.”
The new platform will integrate event data feeds from companies such as Opta. New data models that analyse historical betting data will now power smart segmentation. It will minimise integration and workflow, and setup scales easily across fixtures, leagues and sports which will improve the process for the marketer.