Read time 5 minutes
Exclusive Forrester Report on AI in Marketing
This showcases how one of the biggest names in iGaming, Caesars, transformed its marketing operations by drastically cutting campaign execution time from five days to just five minutes. It is a real-world example of how Positionless Marketing eliminates silos and empowers marketers to deliver highly personalized, data-driven campaigns instantly. For anyone facing inefficiencies, fragmented tools, or sluggish execution, this offers a clear roadmap to smarter, faster, and more effective marketing.
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https://www.youtube.com/playlist?list=PLmH90CYwr7TIjnmUzHGgpRsbNrJbaELtd
Real-time, personalized, relevant marketing interactions have never been more expected by consumers.
Caesars, one of the leading iGaming operators, knew that legacy systems and manual processes make it nearly impossible to move quickly, let alone personally. Transforming their marketing agility did not just mean swapping tools. It required a rethinking of how marketing worked across brands, budgets, and player journeys.
Asadul Shah, VP, Online Casino Promotion Strategy at Caesar’s Online Casino, leads Caesars player reinvestment and retention strategy across its iGaming brands. In this post, we review how Optimove’s Positionless Marketing Platform helped his team reduce campaign execution time from five days to just five minutes while unlocking new levels of strategic precision and personalization.
Before Optimove, Caesars faced a common problem: fragmented systems and time-consuming workflows that limited how fast and how smart they could market.
'The key being that the player data is integrated. No more manual lists or bouncing between platforms to define audiences and target groups,' Shah explained. 'It’s streamlined everything we do now.'
What changed was not just the interface; it was the shift from marketing as coordination to marketing as action. With Optimove, Caesars eliminated handoffs and slowdowns between departments. They began building and executing campaigns entirely within one platform, enabling tactical decisions that aligned with broader reinvestment strategies in real time.
A major breakthrough came when Caesars rolled out an advanced segmentation strategy across its iGaming brands.
'Since then, we’ve seen a meteoric, measurable increase in our overall performance,' Shah added. 'We’re now far more easily able to direct a more meaningful percentage of our overall spend to our most deserving players.'
The segmentation strategy, combined with Optimove’s orchestration capabilities, allowed Shah’s team to be surgical in its execution. Campaigns could be personalized based on hundreds of attributes from historical spend to behavior patterns rather than relying on one-size-fits-all tactics.
Even better, campaigns no longer needed weeks of planning. Shah’s team built a library of scenarios and segments they could deploy instantly, depending on budget, player tier, or timing.
The coup de grace, according to Shah: 'The ability to launch a campaign in five minutes versus five days, that’s been a massive game changer.'
What Caesars achieved exemplifies Positionless Marketing: a model where marketers are free to execute data analysis, creative strategy, and campaign optimization without the delays that come from organizational silos.
Shah noted that with all customer data and orchestration tools in one place, marketers do not need to wait on engineers for targeting lists, analysts for insights, or creative teams for content assets. This model is not just more efficient; it is more responsive to what our players actually need in the moment.
Further Shah said that Optimove was made for Caesars’ industry. 'It just feels like every interaction with the platform considers iGaming. It was not an afterthought,' Shah said. 'The intention was very clear and obvious from how it’s designed and how we use it.'
While Caesars has seen a surge in performance since activating Optimove, Shah sees even more upside ahead especially as they begin to integrate Optimove’s AI-powered features.
'Unlocking the predictive and AI capabilities to guide campaign decisions more intelligently, that’s the next step,' he said. 'Right now, we build segments and choose campaigns ourselves, but we anticipate we will realize even more potential in letting the platform recommend the best campaign, message, or even channel based on historical behaviors.'
It’s a clear signal that Caesars is not just modernizing for the sake of efficiency. They are laying the groundwork for true personalization at scale where each player’s experience evolves in real time based on data, and marketers have the tools to make it happen instantly.
In iGaming, an operator’s ability to move quickly and connect meaningfully can be the difference between stagnation and growth. Caesars’ experience with Optimove shows what’s possible when marketers are empowered with a platform and tools that remove constraints.
Today, Caesars’ marketing is better, more strategic, more relevant, and more in control of their outcomes - and faster: going from five days to 5 minutes in campaign execution.
That’s truly meeting the consumer’s expectation of real-time, personalized, relevant marketing.
For more insights on Optimove's Positionless Marketing Platform, contact us to request a demo.
Exclusive Forrester Report on AI in Marketing
In this proprietary Forrester report, learn how global marketers use AI and Positionless Marketing to streamline workflows and increase relevance.
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.
