When Ivan Liashenko, chief marketing officer for Parimatch, discovered Betegy’s tech-innovation product in 2019, he initially viewed it as something his company could handle internally. However, as Betegy’s success grew with deals from prominent operators and media companies, Liashenko realized the potential value of their partnership. Betegy’s automated approach to creating marketing content produced a higher volume of customized creatives than Parimatch’s in-house team could achieve. This partnership aimed to revolutionize Parimatch’s marketing process and enhance customer engagement through personalized advertising.
The product’s integration with Parimatch’s odds feed was a crucial aspect, ensuring the creatives could be continuously updated. However, this posed a significant technological challenge for Betegy due to the extensive number of creatives required and the various advertising networks used by Parimatch. Despite the challenges, Betegy’s product ultimately helped build trust and effective communication with players through the delivery of personalized marketing content.
While Kornilov acknowledged that similar scale customizations in marketing creatives might not become widespread in the near future, he believed other operators may not fully realize the potential of automated data-driven marketing tools. Many might only utilize the tool to create a limited amount of content instead of fully leveraging its capabilities. For global companies like Parimatch, however, the ability to automate and scale the production of personalized creatives has made a significant difference.
