Entain expands its partnership with Graphyte AI studio

Innovation studio Graphyte AI has secured an important partnership extension, as Entain Plc has confirmed that it will continue with Graphyte as its main supplier of customer personalization software.

The group began working with Graphyte in 2019, tasking the studio to develop a custom real-time personalization platform for Ladbrokes Casino. The cooperation has expanded to include Entain’s six UK igaming brands: Gala Bingo, Foxy Bingo, Foxy Games, Gala Spins, Gala Casino and Cheeky Bingo.

Damien Evans, Graphyte CEO, explained: “We are excited to continue to partner with Entain to push the boundaries of customer-centric personalization. The Entain team is visionary in every sense of the word, relentlessly focused on delivering differentiated customer experiences across all of its brands.”

Details of Entain’s new deal and the studio

The partnership includes the use of Graphyte’s digital marketing solutions such as Recommend, which provides real-time betting recommendations based on player and betting slip content; smart layouts and custom banners, plus the Engage real-time marketing platform, which allows the group’s brands the ability to conduct immediate and timely communication with their respective users.

Maria Grigorova, Marketing Innovation Manager at Entain, stated: “We have a long history of collaborating with Graphyte. Over the years, we’ve been able to deliver the most complex customization use cases together. We’re impressed with the amount of key customer journeys we’ve been able to automate.”

Grigorova concluded: “Having real-time personalized communications with dynamic content is a revolutionary marketing approach. The latest real-time triggers and personalized content are driving engagement engines and helping to significantly reduce the turnover rate as well as bonus costs.”