Hyper-personalised campaigns with Generative AI
Supported by Reply, Eurobet implemented hyper-personalised 1-to-1 marketing campaigns to offer unique and targeted experiences to its customers.
#GenerativeAI
#Real time marketing
#Customer engagement
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THE CHALLENGE
Create hyper-personalised 1-to-1 marketing campaigns while maintaining high-quality control and orchestrating real-time delivery.
SCENARIO
Moving towards 1-to-1 content
Eurobet, a leading international gaming operator part of the Entain group, had the goal of providing its customers with content that was increasingly customised and targeted to their interests and needs. To achieve this objective, Eurobet wanted to hyper-personalise its marketing campaigns so that they were different and specific to each customer: this required producing large amounts of content and digital assets, identifying numerous highly specialised targets, and orchestrating the delivery of communications towards the correct target in real-time.
Master scene
It incorporates the client's UI guidelines and is pre-approved with the aim of maintaining control over the AI engine.
Hyper-personalised images
The user segments of the campaign are used by the AI engine to generate multiple digital assets customised to the characteristics of the target personas.
Real-time event
The sensors of the marketing automation suite intercepts external real-time events to trigger hyper-personalised communications to the customers.
how we did it
A real-time customer journey leveraging Adobe
Reply leveraged Adobe Experience Cloud to manage customer journeys and provide highly personalised content. This was done using Adobe Journey Optimizer for customer journey management, Adobe Experience Manager as the content management system, and Adobe Target for experience targeting. The key part of this system is the Unified Customer Profile from Adobe Experience Platform, that helps to understand user characteristics and behaviour in real-time by analysing data from various digital sources in the Eurobet system. Artificial Intelligence and Machine Learning helped in clustering and segmenting users based on their different profiles. These clusters help in delivering targeted communications and content in real-time, realised through Generative AI. Additionally, Adobe Experience Manager acts as a Digital Asset Manager for storing all AI-generated content efficiently.
the results
Same game dynamics, more engagement
The integration of AI with Adobe suite technologies has allowed Eurobet to produce content increasingly in line with user interests, while still retaining control over the AI engine, and orchestrating real-time cross-platform delivery. The game dynamics remain the same, but with the key differentiation of the thematic association for each player, which increases user engagement and allows hyper-personalisation, that could be used as an accelerator to carry out cross-selling activities on different game segments.
Eurobet
Eurobet, with a history of over 10 years, is one of the leading operators in the betting and gaming sector in Italy. Founded in 1995, the company was acquired in 1998 by Coral, the third largest British bookmaker with over 75 years of experience in the sector. In 2007, following the regulation of the Italian betting market, Eurobet started operations with a clear objective of steady growth. Major achievements and innovation have strengthened its market position in recent years. Eurobet operates over 880 shops through a franchise model and through a successful online gaming platform offers a wide range of games accessible both via internet and mobile apps. In 2016 Eurobet became part of the Ladbrokes Coral plc group. In April 2018 Eurobet was acquired by GVC Group, an international operator with over 30.000 employees. In December 2020 the group changed it’s name, Entain will be the new brand to revolutionize gambling and create the most exciting entertainment.