Read time 6 minutes
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Why it matters:
For iGaming marketers, acquisition is getting harder and more expensive. In this reality, operators need a better way to turn first-time players into long-term value. This post shows how combining conversion-led creative with CRM intelligence helps marketers personalize journeys, improve retention, and scale impact across markets.
Key takeaways:
Thirty years ago, Moshe Adir, Founder of Vegas Kings and the team, was heat mapping user behavior on the earliest casino websites. While the rest of the industry was chasing themes... pyramids, sphinxes, anything with a visual hook, Vegas Kings was asking a different question: What actually makes a user convert?
The answer, then and now, is the same. A clean funnel. Agnostic branding. Design that shortens the journey from first click to first deposit. Slot machines and dice over Egypt and mythology. Because a brand that speaks to everyone converts better than a brand that speaks to five percent.
That obsession with conversion is what has made Vegas Kings one of the iGaming industry's most respected web design and development agencies. And it is also what led them to choose Optimove.
Watch Moshe Adirm, Founder of Vegas Kings, in the video below to learn more:
For years, Vegas Kings did what it does best: building the front end, the graphic assets, the conversion funnels that bring players in. But the industry was changing. Acquisition channels were drying up. Regulations were tightening. The cost of bringing in new players was rising while the pool of available players stayed the same.
"There's so much competition," Moshe explains. "It's become such a crowded industry. How do you find ways to really extract value out of the data and the players you've already got?"
The answer was CRM. And the partner was Optimove.
"If you're looking at taxation and the drying up of new marketing channels through regulation and compliance, you have to look inwards. And inwards is Optimove. Inwards is CRM. That is your solution."
What makes the Vegas Kings and Optimove partnership distinctive is how the two companies complement each other... not just strategically, but operationally.
Vegas Kings builds the experience a player sees. Optimove powers the intelligence behind what that player receives. One brings the player in. The other keeps them coming back.
"A user comes in through the funnel, then they come into the CRM platform," Moshe says. "Then we're looking at creating that user journey, which speaks directly to that user. But at the same time, not only are you providing the tools to communicate with that user. We're providing the front end, the design, the graphic assets that allow that user to interact with the messaging provided to them. That's the winning factor."
With Optimove's gamification platform now in the mix, that winning factor gets even sharper. Vegas Kings builds the icons, backgrounds, and branded assets that visually bring gamification campaigns to life. Optimove provides the intelligence that determines who receives what, when, and why. The operator gets everything they need to execute, and the player gets an experience that feels personal.
"It allows the operator to execute on those campaigns if they've got the assets," Moshe says. "We work very much hand in hand as a dual success factor for operators."
The partnership was put on full display at a co-hosted event in Cape Town, a market where CRM has been a buzzword without always being a well-understood practice.
"Everyone's heard about CRM, but no one really understands the value around it," Moshe reflects. "What the conference did was bring that awareness to the front. Until you actually see the tools at work, you never know what they're going to do."
That is the kind of market education that only happens when two credible, experienced partners show up together. Vegas Kings brought the design and operator relationships. Optimove brought the platform and the proof points. Together, they moved a market from awareness to really understanding what the market needs and how to win iGaming in Africa.
When asked to describe the Optimove partnership in one word, Moshe did not hesitate.
"Power. Absolute power."
And why that word fits: "Optimove actually fuels the industry. That's exactly what we've seen and achieved, and we fully understand from what CRM offers. It's about retaining players, building lifetime value. The word power suits it perfectly."
Vegas Kings has worked across the CRM landscape, but what stands out in this partnership is not just the platform, but the way the teams work together, allowing operators to move faster from idea to launch, and the player experience feels more cohesive from first click to retention.
“You know, we worked with a few CRM providers, but what we like is the people. Optimove, you've got like a phenomenal bunch of people, and the way you service your clients and look after people. We've learned a lot, and we've enjoyed the way you've sort of held our hand as we've really come to understand your product. But it comes down to the people, and I want to thank you for that”. Moshe concludes.
For Vegas Kings, Positionless Marketing is not just a concept; it is the operating model that lets them offer their clients a complete solution. Front end and back end. Acquisition and retention. Design and intelligence. Together, they give every marketer on their client roster the power to do anything, be everything.
That is what powering partners with Positionless Marketing looks like.
Optimove's partner ecosystem is built on the belief that the best outcomes for operators come from combining best-in-class solutions.
To learn more about partnering with Optimove, visit Optimove Partners.
For more insights, contact us to request a demo.
Download the Increasing the Value of New Online Gaming Players report and discover proven methods to increase new player deposits, retention, and lifetime value when empowered by Positionless Marketing
Writers in the Optimove Team include marketing, R&D, product, data science, customer success, and technology experts who were instrumental in the creation of Positionless Marketing, a movement enabling marketers to do anything, and be everything.
Optimove’s leaders’ diverse expertise and real-world experience provide expert commentary and insight into proven and leading-edge marketing practices and trends.
