Optimove Connect 2026: Join us in London on March 11–12 to master Positionless Marketing
Read time 4 minutes
Benefits:
Bwin is one of Europe’s leading online betting brands and part of the Entain Group. In the UK, Bwin offers customers a comprehensive sportsbook covering major leagues and events, alongside online casino products including slots and live dealer games, all designed to deliver a high-quality player experience.
iGaming operators run dozens of simultaneous CRM campaigns across players’ lifecycle stages. As volume grows, overlapping eligibility becomes unavoidable. Multiple campaigns often qualify for the same players at the same moment, creating conflicts that force difficult choices about which message to deliver. These conflicts are not just operational noise; they directly affect player engagement and deposits with a measurable impact on operator revenue.
Traditionally, operators use static priority rules or predefined hierarchies built in a journey builder or canvas. While simple to implement, this approach ignores real player differences as they cater to either the marketer’s assumptions or the average player’s behaviors. For operators like BwinUK, which runs high volumes of simultaneous CRM messages across players’ lifecycle stages in the UK market, the challenge went beyond managing campaign volume. It was about whether manual decision-making could realistically scale as conflicts multiply and become more frequent, and whether campaign prioritization could be trusted to static rules rather than AI-decisioning.
To address this challenge, Optimove’s Strategic Services worked with BwinUK to evaluate whether Optimove’s AI Journey Decisioning Agent could resolve campaign conflicts more effectively than manual prioritization in a high-volume CRM environment.
The goal of the analysis was to test whether performance-based AI decisioning could consistently make better choices at moments when multiple campaigns were simultaneously eligible for the same player.
The analysis was conducted over a 28-day period on BwinUK players and focused on campaign conflicts defined as situations where a customer qualified for more than one campaign at the same time, examining players’ total deposit amount as the north-star metric. Conflicts were analysed at the player lifecycle stage. The evaluation focused on the Active and Churn lifecycle stages, as nearly 90% of the conflicts occur in these player segments.
When campaign conflicts occurred, the AI Journey Decisioning Agent automatically selected the predicted highest-value campaign for each player based on historical behavior and predicted future value. Its built-in control mechanism randomly assigned a subset of players across eligible options to measure total deposit impact.
To evaluate effectiveness, AI decisioning was compared with simulated manual prioritization scenarios, including a best-case setup representing perfect decisions made with hindsight. This comparison showed how closely AI decisioning could approach an optimal outcome when resolving campaign clashes at scale.
The analysis confirmed thatthe AI Journey Decisioning Agent significantly outperforms marketers’ manual decisions as campaign numbers scale.
Over the 28-day evaluation period:
In a simulated best-case manual prioritization scenario, where total deposit amount represents the theoretical 100% outcome, the AI Journey Decisioning Agentcaptured 84% of the achievable deposit amount uplift opportunity automatically. Meaning that Bwin UK captured $84 of every $100 of deposits, by using Optimove’s AI Decisioning Agent.
This shows how close AI decisioning can come to optimal prioritization outcomes when resolving campaign conflicts at scale, without manual intervention.
This analysis with Bwin UK demonstrates the clear correlation between frequency of campaign conflicts and the associated costs when managed using static rules. Removing the need for fixed rules or internal prioritization debates frees CRM marketers from time-consuming and ineffective prioritization work. This enables Positionless Marketing, allowing CRM teams to directly leverage AI optimization without relying on data engineers, so they can focus on the things that matter most; strategy, creatives, and delivering unforgettable player experiences.
The AI Journey Decisioning Agent removes manual prioritization without removing control, shifting operators from managing campaigns to orchestrating outcomes as complexity rises, and competition becomes increasingly fierce.
For more insights on AI decisioning and the AI Journey Decisioning Agent, contact Optimove to request a demo.
