Axom Gaming rolls out CRM decisioning layer at 888AFRICA after trial

Operator says three-month test delivered an 18% incremental NGR uplift versus its existing CRM approach.

Axom Gaming has signed a partnership agreement with multi-brand operator 888AFRICA to deploy its automated decisioning technology across 888AFRICA’s CRM estate, following a three-month trial.

Axom said the test ran in selected 888AFRICA audience cohorts and used next-best-action analysis at the individual player level, processing “billions of behavioural and transactional data points” during the period.

The company claimed the trial delivered incremental net revenue gains versus 888AFRICA’s existing CRM approach, reporting a 2% uplift in month one, 7% in month two, and 18% by the end of the three months.

“Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA”, said Danny Rippon, CEO of Axom. “We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group. The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”

Martin Nieri, founder and CMO at 888AFRICA, added: “888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency. We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”