Watch: How Optimove helps iGaming operators personalise CRM at scale across Asia
During a conversation at SiGMA Asia, Alec Gehlot, Solutions Engineer at Optimove, shared critical insights into how the company empowers iGaming operators across Asia to navigate the complexities of customer relationship management (CRM) with strategic precision. Gehlot highlighted the crucial role of player modelling, AI-driven personalisation, and real-time data orchestration in enabling marketers to optimise campaigns and foster deeper engagement.
At the heart of Optimoves approach lies a commitment to localisation. We have to break it down by each country, Gehlot explained, referring to the regions immense diversity. By using player modelling, Optimove tracks user behaviour across lifecycle stages, from first-time play to churn, helping operators identify and act on behavioural trends specific to local markets. These insights are published as benchmarks, enabling operators to compare their performance with that of regional competitors.
This method equips CRM teams with empirical data to understand player intent, segment users meaningfully, and implement journey-based strategies. The result is a CRM engine rooted not in guesswork, but in data-backed decision-making.
Tackling the challenge of personalisation at scale
One of the core operational challenges facing iGaming brands in Asia is the execution of personalisation at scale. With multiple campaigns running simultaneously, relevance can easily be lost. Without prioritisation, you get a lot of spamming and irrelevant messages, Gehlot stated. Optimove addresses this pain point by intelligently selecting the most relevant campaign for each user, drastically reducing message fatigue and increasing conversion potential.
Additionally, many operators suffer from poor visibility into CRM performance. Gehlot noted that, before partnering with Optimove, several clients lacked the tools to assess the impact of their marketing initiatives accurately. The platforms ability to provide transparency into campaign performance, alongside intelligent prioritisation, means that CRM becomes a strategic tool rather than an operational burden.
Data orchestration as a strategic foundation
Another pillar of the discussion centred on data orchestration, the art of organising, streamlining, and activating data to enable advanced marketing capabilities. For many operators, onboarding with a sophisticated platform like Optimove means reevaluating how their data is structured. According to Gehlot, Theres so much that you could potentially look at, but I want to just narrow down that window to what are the absolute critical journeys. He emphasised the need to focus on critical user journeys and ensure that real-time events and core data are in place to support those efforts.
A well-orchestrated data foundation not only supports real-time marketing but also strengthens personalisation, ensuring that campaigns are informed by the most relevant and up-to-date user actions.
Harnessing AI to drive campaign performance
The conversation then turned to the transformative role of AI in CRM. Optimoves AI capabilities enable hyper-personalisation, automating the segmentation process and tailoring the visual presentation of 바카라 lobbies based on player preferences. “Were at that point now where the marketer can almost sit back and watch the AI do its work,” Gehlot explained.
Beyond segmentation, Optimoves AI analyses post-campaign performance and offers strategic recommendations for improvement, enabling continuous refinement without manual intervention.
This intelligent feedback loop ensures that marketers not only launch more targeted campaigns but also learn from each touchpoint, gradually elevating their CRM performance over time.
Empowering operators with intelligent CRM tools
Optimoves integration of AI, robust data infrastructure, and granular localised insights positions it as a leader in customer retention and engagement for the iGaming sector. For operators eyeing expansion in Asias multifaceted markets, embracing such tools is no longer optional; its imperative.
