YesPlay is South Africa’s premier iGaming platform, offering a comprehensive suite of entertainment options including slots, casino, lottery, crash games, and sports betting. As one of the fastest-growing operators in the region, YesPlay has established itself as the ultimate destination for players seeking a diverse and engaging gaming experience.
The Challenge
YesPlay’s customer base is rapidly growing, and it needed a solution to help it scale its operational capabilities. YesPlay needed a system to ensure total customer coverage, test various campaigns against control groups, and automate regular marketing activities.
In 2023, YesPlay partnered with Optimove to increase its data sophistication, implement a new customer conversion strategy, and leverage automation and personalization tools to upscale its marketing tactics.
After initial success, YesPlay wanted to increase its personalization for each customer. It once again turned to Optimove to use new technologies to improve the experience for each customer. All this had to be done while maintaining a lean, highly effective CRM team.
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The Methodology
Optimove’s segmentation abilities, orchestration capabilities, and testing tools allowed the YesPlay team to move from manual, spray-and-pray email campaigns to reactive, relevant campaigns that maximize personalization by being sent automatically to granular micro-segments.
YesPlay took advantage of Optimove’s segmentation and personalization tools within its existing marketing channels. This allowed YesPlay to leverage Machine Learning to deliver personalized messages to the right customer via the right channel and exactly at the right time.
“Customer segmentation is both the foundation and a key driver of successful retention. Having this capability readily available—refined by a team of professionals—significantly increases your chances of success. Personally, my favourite aspect is predictive analytics, as it enables precise targeting of customers with specific value potential or associated risks,” said Peter Guminchenko, Head of CRM at YesPlay.
Here are some of YesPlay’s successful outcomes in numbers:
Unique Monthly Player Growth: 334%
Net Revenue Grew by: 354%
Reduction in Churn: -17%
Total Bet Amount Uplift: 8%
“Optimove has allowed us to shift focus from day-to-day execution to high-level strategy, driving impactful results. Whether managing a handful of customers for a tailored experience or managing tens or hundreds of thousands of engaged customers, our lean CRM team continues to operate efficiently without compromising performance,” added Gumenichenko.
In Summary
YesPlay has significantly elevated its player engagement and operational efficiency by embracing Optimove’s advanced segmentation, automation, and personalization capabilities.
With Optimove, YesPlay has shifted from manual campaigns to data-driven, hyper-personalized marketing at scale—achieving remarkable growth in unique players and revenue, all while keeping its CRM team lean and effective.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
