beBettor, a data analytics platform, has teamed with sports betting solutions provider Amelco to help their UK-facing partners improve their marketing segmentation by leveraging their players’ wealth data.
Amelco was started in 2006 and has since grown to become a major provider of custom sportsbooks and trade solutions to Tier 1 betting and iGaming operators globally.
As part of the deal, Amelco’s clients can choose to use beBettor’s real-time player affluence scores, which will allow them to segment and personalize their marketing communications and CRM journeys depending on player wealth right after signing up.
By integrating beBettor’s data analytics platform, Amelco’s partners can categorize their players on a 1 to 10 scale depending on their relative wealth as determined by their postal address.
A player with an Affluence Score of 10 is in the top 10% wealth bracket in the country, whereas a player with an Affluence Score of 1 is in the bottom 10% wealth bracket.
Amelco’s partners will also be able to identify which of its players are in the country’s super-affluent top 1% wealth bracket, allowing advertisers to connect with their customers on a deeper level by better understanding their interaction patterns across various gambling verticals.
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Along with segmentation, Amelco operators will be able to use beBettor’s affluence data to reactivate dormant players via more intelligent and personalized CRM and marketing initiatives, hence increasing lifetime value.
This collaboration underscores beBettor’s position as an industry-leading data analytics provider, allowing UK-facing operators to provide hyper-personalised marketing tactics and obtain deeper business insight based on player wealth.
Sonny Cott, Chief Insights Officer of beBettor, stated, “We are excited to be partnering with a Tier 1 platform provider like Amelco. Together, we are introducing the game-changing power of player affluence ratings to their UK-facing operator partners, allowing for smarter segmentation and data-driven marketing across the sector.”
Brandon Walker, Head of Business Development at Amelco, stated, “We’re thrilled to be collaborating with beBettor to help our partners better understand their clients’ wealth and wagering potential. This cooperation enables our clients to improve segmentation, provide more personalized CRM experiences, and access new business intelligence, which is quite exciting.”
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