Campaign Manager is the new addition to gaming software and services supplier Playtechâ€™s Information Management Solution (IMS) platform.
Features within Campaign Manager include automated player segmentation, multivariate testing, player messaging and business alerts.
The new features are designed to streamline and optimise licensee marketing efforts and revenues by fully automating key aspects of the player journey.
Irish operator Paddy Power is one of the first companies to trial the new system in relation to its casino product.
â€śCampaign Managerâ€™s innovative marketing automation capabilities further enhances the position of Playtechâ€™s IMS as the industryâ€™s leading value-adding gaming platform,â€ť said Shay Segev, Playtech COO.