BetCity signs deal with Enteractive for Netherlands retention

Netherlands-based online sports betting operator BetCity, a part of Entain Group, has chosen Enteractive to deliver reactivation activities in the regulated Dutch market.

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Enteractive provides personalised retention and reactivation services to sportsbook and iGaming operators across the world to support their CRM strategies and operations and maximise revenue generation from their player base's churning segments.

The Dutch Gaming and Gambling Authority (Kansspelautoriteit), which has its headquarters in Amsterdam, issued BetCity an online gaming and sports betting licence in October 2021. It held a 20% market share at the start of 2022. In late 2022, Entain acquired the business.

By integrating player databases and providing agents who speak the players' local languages for phone support, Enteractive's marketing will be aimed at enhancing player retention and loyalty for the brand.

Robert Kooiman, Marketing Director at BetCity, said: “We’re delighted to join forces with Enteractive, giving us the edge over competitors in the Dutch sector.  Enteractive’s personalised one-to-one solutions enable us to grow the relationship with our players as well as ensure that we’re the responsible choice for players. To generate revenues from previously dormant segments only anticipates a long-term fruitful relationship.”

Francesca Raniolo, Senior Business Development Executive at Enteractive, said: “We’re thrilled to be working with BetCity as they continue to grow in the lucrative Dutch marketplace. With the untapped potential of lapsed player accounts and the positive response we are receiving from the players, Enteractive is looking forward to making a considerable difference in active player revenues.”

Enteractive reactivates over 13,000 players every month for a variety of operators with native-speaking phone agents servicing iGaming brands around the world.

Recently, Entain completed its acquisition of BetCity for €450m ($543m).

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