Online gaming gets personal

An online gaming site is to enhance its player experience through the use of software to personalise communications and bonuses. 32Red is deploying SmartFocus across all of its products, including the online casino, poker, bingo and rummy games. Analysis, reporting, campaigning and a new customer reward scheme will all be supported by the application.

Head of marketing for 32Red, Mark Quayle, says: “We’re confident SmartFocus will allow us to reach more 32Red players and send targeted bonuses and competitions that will make their time at our casino even more entertaining and increasingly rewarding.”

The implementation is part of a range of developments by the business, including the introduction of PayPal banking across its gaming properties, as well as its sponsorship of Swansea City. It also reflects growing interest in the gaming sector in the use of customer data to drive marketing and business.

CEO of 32Red, Ed Ware, says: “It really is exciting times at 32Red. Despite the economic climate, we’re forging ahead by investing in value marketing like the Swansea sponsorship and television advertising, as well as further improving the day-to-day operation of the award-winning 32Red. The introduction of SmartFocus’s software to our player communications will mean that we will be able to have an even more meaningful dialogue with our players. We expect big things and look forward to seeing what it can do this year and beyond.”



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