GIG first to sign up for new service
Online casino provider NetEnt has partnered marketing technology business Ve Global to offer media buying services to online casino operators.
Described as “the largest data-collaboration of its kind in the iGaming sector”, Oslo-listed Gaming Innovation Group Inc (GiG), is the first to sign up to the platform.
According to a joint press release the initiative will reduce player acquisition costs and improve retention for online gaming operators worldwide with the creation of a media buying platform that offers access to unrivaled audience intelligence and behavioural insights.
The platform will enable operators more accurate and precise marketing activities, reduced marketing spend and maximized return on marketing investments.
The technology, using VE’s proprietary Demand Side Platform (DSP), developed for in-house media transparency and to reduce the costs built into third party platforms, will build an in-depth but anonymised understanding of online gaming audiences, and then harness this insight to serve display advertising that is more relevant to each user.
“By pairing Ve’s DSP with NetEnt’s statistical insights, the new service will also give gaming operators more control over their campaigns and the ability to continuously optimise their ads to ensure maximum impact,” the statement reads.
“The partnership between NetEnt and Ve Global is about combining a leading media buying desk platform with a unique source of iGaming data, to serve a demand from international casino operators,” Enrico Bradamante, managing director and chief of EMO at NetEnt, said.
“We look forward to continue helping our customers stay ahead of the competition by offering a solution for more efficient marketing.”
Morten Tonnesen, chief executive officer at Ve, added: “iGaming customer acquisition has not evolved as quickly as other online sectors and faced with stiff competition, casino operators need to start leveraging data to cost-effectively present advertising to relevant users across the Web.
“The combination of Ve’s technology and NetEnt’s unique insights means iGaming operators have the opportunity to execute programmatic media buying as efficiently as possible.”
Beta clients will be on-boarded towards the end of 2017, starting with GiG, and the official launch of the media buying service will take place early next year.