888AFRICA Strengthens CRM with Axom Gaming Predictive Technology
Kenya.- 25 August 2026 | www.zonadeazar.com 888AFRICA has strengthened its marketing and CRM capabilities through a partnership with predictive-intelligence specialist Axom Gaming.
The operator has integrated Axom’s “decisioning layer” into its existing CRM infrastructure following a three-month testing period that produced progressively stronger incremental net revenue results.
NGR Increased Throughout Three-Month Test
According to results reported by Axom Gaming, the integration delivered incremental NGR growth for 888AFRICA during each stage of the trial.
Results reached:
- 2% incremental growth in the first month.
- 7% in the second month.
- 18% by the end of the third month.
The performance encouraged both companies to move towards a wider deployment.
Predictive Intelligence Applied to CRM
Axom has added a decisioning layer on top of 888AFRICA’s existing CRM and engagement capabilities.
The technology is designed to analyse customer information and behaviour to help determine which commercial action should be taken for individual players.
During the next phase, the system will continue learning and self-optimising against 888AFRICA’s commercial objectives.
Scaling Without Equivalent Headcount Growth
A central objective of the implementation is to increase CRM capacity without having to expand staffing at the same rate.
888AFRICA expects the technology to help it:
- Manage a larger customer base.
- Improve campaign efficiency.
- Increase personalisation.
- Make better use of existing technology.
- Grow NGR.
- Scale marketing output more efficiently.
Automation is intended to allow existing teams to manage significantly larger volumes of customer decisions and communications.
Six African Markets
888AFRICA currently focuses on six markets across the continent:
- Kenya.
- Tanzania.
- Mozambique.
- Zambia.
- Malawi.
- Angola.
These jurisdictions are attracting greater attention from international operators as competition across African betting markets increases.
International Competition Intensifies
Africa is becoming an increasingly important expansion region for major international betting companies.
Super Group through Betway, Kaizen Gaming’s Betano and LiveScore Group’s Virgin Bet are among the brands increasing their regional presence.
For 888AFRICA, growing competition makes customer acquisition, retention and monetisation technology increasingly important.
Axom Gaming Following Rebrand
Axom Gaming is operating under a new identity after rebranding from ibex.ai.
The company specialises in predictive CRM technology designed to improve individual customer decisions through data-led intelligence.
Rather than necessarily replacing existing CRM platforms, its technology adds an optimisation layer to an operator’s current infrastructure.
Statements
Axom Gaming CEO Danny Rippon said the company’s proposition is particularly well suited to rapidly growing multi-brand operators such as 888AFRICA.
He said the three-month test demonstrated measurable commercial uplift, with the next phase allowing the decisioning layer to continue learning and optimising against the operator’s commercial objectives.
Martin Nieri, Founder and Chief Marketing Officer at 888AFRICA, said the business has ambitious growth plans and that maximising existing technology and resources is critical.
He highlighted the performance improvement already achieved and the ability to manage a significantly larger customer base without having to scale CRM headcount at the same rate.
Industry Context
Growing competition across African betting markets is increasing operator focus on retention, automation and personalisation.
While customer acquisition remains important, increasing the value generated from existing customers is becoming a more significant part of sustainable growth strategies.
Predictive technologies can use customer behaviour and historical data to refine communications, promotions and individual commercial decisions.
Next Steps or Impact
888AFRICA will now scale the Axom Gaming integration across its regional operations.
The next phase will allow the platform to continue learning from performance and automatically optimise CRM decisions against the operator’s commercial targets.
If the results recorded during the testing period continue, the technology could become a central component of 888AFRICA’s strategy to increase NGR and manage a substantially larger customer base without equivalent increases in operating costs.
Editó: @fonta
