Challenge: What Marketing Challenge Did Caesars Entertainment Face?
Caesars Entertainment's iGaming division was slowed with assembly-line marketing that took five days to launch a single campaign. The company needed to coordinate handoffs across teams that prevented real-time response to player behavior.
Asadul Shah, VP of Online Casino Promotion Strategy at Caesars Online Casino, leads player reinvestment and retention strategy across the company's iGaming brands. His team faced three critical bottlenecks:
- Manual audience creation: Marketers manually built targeting lists across disconnected systems
- Cross-platform coordination: Campaign deployment required bouncing between multiple tools
- Departmental dependencies: Launching campaigns required waiting for engineers, analysts, and creative teams
"We needed to coordinate across multiple platforms and departments just to execute a single campaign," Shah explained. This fragmentation slowed Caesars’ ability to target players with optimal precision and timing.
Solution: How Did Optimove Help Caesars Solve Their Marketing Execution Problem?
Caesars implemented Optimove's Positionless Marketing Platform to consolidate customer data, campaign orchestration, and execution into a single unified system.
Optimove unified player data from across Caesars' systems, eliminating manual list creation and cross-platform coordination. "The key being that the player data is integrated," Shah said. "No more manual lists or bouncing between platforms to define audiences and target groups. It's streamlined everything we do now."
Advanced Player Segmentation
With unified data, Caesars deployed advanced segmentation across its iGaming brands, enabling precise targeting of promotional campaigns. "Since then, we've seen a meteoric, measurable increase in our overall performance," Shah noted. "We're now far more easily able to direct a more meaningful percentage of our overall spend to our most deserving players."
Campaign Library for Instant Deployment
Shah's team built a library of pre-configured campaign scenarios and player segments that could be deployed instantly based on budget, player tier, or timing requirements. This eliminated the lengthy planning cycles that previously constrained marketing responsiveness.
Results: What Results Did Caesars Achieve with Optimove?
Campaign Launch Speed: 5 Days to 5 Minutes
Caesars reduced campaign execution time from five days to five minutes. "The ability to launch a campaign in five minutes versus five days," Shah stated, "that's been a massive game changer."
The advanced segmentation strategy delivered measurable performance improvements. Caesars gained the ability to allocate marketing spend more effectively to high-value players based on sophisticated behavioral and value-based criteria.
Eliminated Cross-Departmental Bottlenecks
With customer data and orchestration tools consolidated in one platform, marketers no longer wait on engineers for targeting lists, analysts for insights, or creative teams for content. Shah noted this capability makes marketing "not just more efficient; it is more responsive to what our players actually need in the moment."
See Positionless Marketing in Action
Discover how you can drive marketing results like Caesars to launch campaigns in minutes, not days. Contact us to schedule a demo.
