Zona de Azar USA – Video Interview with Tomer Imber, Senior Sales Director at Optimove
USA.- November 20, 2024 www.zonadeazar.com In a market as dynamic and diverse as Latin America, tech companies like Optimove are reshaping how gaming and betting operators engage with their users through hyper-personalized marketing strategies.
In this interview, Tomer Imber, Senior Sales Director at Optimove, shares how the company tailors its advanced solutions to maximize return on investment for operators in the region.
From the importance of multi-touch attribution to the integration of emerging technologies in the gaming and betting sector, Optimove is at the forefront of innovation, enabling more precise and effective marketing approaches.
Imber also discusses the impact of recent investments in developing personalized solutions and the company’s growing presence at key events like SBC, aimed at driving further growth in Latin America.
See the interview as follows:
- How does Optimove adapt to the particularities of the Latin American market when implementing hyper-personalized marketing strategies for its clients in this region?
As Optimove, we do a couple of things to re-adopt for the particularities of the Latin American clients.
First and foremost, we definitely take a crawl, walk, and run approach. So we want to make sure that we bring in a kind of like the right team at the beginning and take an agile approach to start giving in value early as we progress with the implementation.
So it is not a case of like you get nothing and then you get everything, but rather a case of progressive pockets of value realization over time.
You start with a quick win; you start with like implementing and going live with a certain level of capabilities.
And as you can continue with the integration, you get more and more functionality as a user of the platform. In addition, we have invested a lot in local teams. So we have Spanish speaking team and Portuguese.
We have a Spanish speaking team today in Latin America.
It obviously caters for the language differences as well as the different nuances of the culture to make sure that we really bring in support team that can help our clients through the onboarding and implementation process with Optimove.
- Given the focus on multitouch attribution, with examples, how can marketers in the region utilize this methodology to maximize their return on investment?
So I think in general, multi-touch is a very important strategy to begin with. And WhatsApp is coming on board now, and we see more and more channels, communication channels being relevant to communicate with the players.
So first and foremost, as Optimove, we want to make sure that our clients are using as many channels as possible to communicate and speak to their players wherever they are.
Then in terms of attribution and understanding what is working and what’s not, we are very, very strong and we have a lot of innovation around the notion of testing and experimenting success.
Test versus control, the idea of really allocating players to a test group and to a control group is a key fundamental part of our product, and measuring the incremental uplift that every campaign or communication is creating.
So with that being said, the idea is that we can really understand what value every campaign and every communication drove to the business in business KPI. I can, for example, see what has been the incremental uplift of increasing deposit amount from a certain communication, from a certain channel, or from a certain campaign, if you will. That is all baked into the platform to really understand what is working and what’s not to further optimize the communication.
- How has the recent investment in Optimove influenced the development of solutions that align with emerging trends in the gaming and betting sector in Latin America?
Yes, so obviously at Optimove we want to make sure we always stay ahead of the curve and we always outspend, if you will, from anyone in the industry when it comes to our product and product development and innovation. We’re constantly looking for the next best thing, the next big thing, if you will, in the gaming industry. And whether it’s building it ourselves or whether it’s buying companies.
Over the last few years we’ve made a couple of acquisitions of different product solutions that we before didn’t have.
One of the interesting ones, which I’ll point out, is what we call today OptiX, which is the notion of recommending or customizing the homepage and the entire layout of the website or the app or both for the players to recommend games and recommend and basically personalize the entire experience. We call it the Netflix-like experience, if you will, of the actual betting site.
With explanations and with a lot of nuances that really cater for any gaming player journey, whether it’s sports betting or whether it’s casino.
And we think this is a big part of the future of CRM as well.
Really, the idea of having a consistent messaging that is constantly optimizing the players experience whether they’re opening up our email, a push notification or they go on site. We want to make sure that there’s consistency between all the touch points and it’s all really powered by strong data models that really recommends a player what’s best for them.
- What growth opportunities does Optimove see in the Latin American market following its participation in events like SBC, and what are the plans to capitalize on these opportunities?
We definitely invest a lot in the Latin American markets. We will continue to sponsor more and more events across the region, across different countries.
So, SBC is one of them, and there’s many others that we sponsor as well throughout the year.
We always invest in, obviously, large presence, booths in order to make sure we really have access to the customers as well as potential new prospects.
We also believe in giving back to the community, so we have a lot of, like, blog posts and content that we share that are really helpful for any marketeer to tap into and get more information about how to do things, best practices and whatnot.
We also have our annual event that we host in London every year, and we even fly people in there as well.
So, we really want to make sure that we kind of cater and bring content available for the industry throughout Latin America and cater for that, for its growth.
From here, I just want to say hi to the Zona de Azar audience. Thank you very much and I appreciate you.
Edited by: @MaiaDigital www.zonadeazar.com
