OlyBet Unifies Four Markets on Optimove in Three Weeks, Then Scales Campaign Volume 24-Fold

The Challenge: Four Markets, Four Systems, No Single View

OlyBet ran its CRM marketing on separate Optimove instances, one each for the Baltics, Spain, France, and Croatia. Each was configured and adopted independently, so no one could build lasting ownership over any of them. 

There was no single view of the player base to work from, and late data from a previous vendor delayed campaigns on top of that. 

Leadership concluded that unifying into a single instance was the only sustainable path, giving one CRM team direct ownership of execution across every market. 

The Solution: One Unified Tenant, built from scratch

Optimove and OlyBet built One Unified Tenant, packing full data migration, QA, and OlyBet's custom requirements into one build. The project kicked off in mid-December 2025, and the new unified site went live on January 4, 2026, three weeks later. Custom work continued from there, as it typically does, wrapping by mid-March. About three months from kickoff to a fully complete platform. 

Lifecycle automation first, then volume on top of it

The earliest campaigns leaned on automated lifecycle programs: welcome flows, plus churn and reactivation triggers, set up once during the build and left running continuously. With that foundation in place, the team layered in high-volume scheduled sends, including sport and casino newsletters, bonus offers, and market-specific promotions. That's what carried the massive volume increase.  

The fastest ramp the Optimove team has seen

The moment One Unified Tenant went live, OlyBet's new CRM team ran with it. The first month of live execution produced 87 campaigns, including tests. The second passed 900. 

The Results: Revenue and volume scaling together

Growth continued well past the initial ramp, and it showed up across both execution volume and revenue: 

• Campaign volume grew from 80 in March to 1,933 in July (1,891 production, 42 test), a nearly 24-fold increase in five months
• Channel mix broadened alongside volume: March's campaigns ran almost entirely on email and webpage pop-up, while July's spanned email, SMS, mobile push, webpage pop-up, and direct mail, several through third-party integrations
• May delivered above €2.2 million in revenue uplift, up 15% month over month, with per-customer value rising 57.3%
• Between June and July, GGR rose 41% and net revenue rose 28.9%

“We expected a migration like this to slow us down for a quarter. We were live on the unified Optimove instance three weeks after kickoff and running production campaigns almost immediately”. 

Wojtek Wisniewski, Director of Retention, OlyBet Group 

The Bottom Line

For OlyBet, unifying was never just a technical consolidation. It was what let a new CRM team own execution outright, and the output shows it: nearly 2,000 campaigns a month across five channels, five months after go-live. 

OlyBet has continued to build on that foundation, moving onto Optimove's Campaign Execution 2.0 in August 2026 and adding Day-0 journeys and Channel Eligibility, evidence that the unified instance is a platform to keep building on, not a one-time fix. 

For more insights on unifying CRM operations at scale, contact Optimove to request a demo.