Betegy technology to automate Parimatch B2C marketing systems

Betegy has agreed to supply its in-house technology to Parimatch in an agreement which aims to ‘revolutionise’ the operator’s internal marketing processes.

Under the terms of the deal, Parimatch has deployed Betegy’s proprietary automated content generation platform, which allows the operator to generate personalised marketing content and campaigns on a daily basis.

Alex Kornilov, Managing Director of Betegy, believes that this new partnership will offer Parimatch a ‘first-mover advantage’ – allowing the operator’s marketing teams to generate and deploy banners, landing pages, videos and graphics ‘in a matter of seconds’.

“Our automated content and data platform is one-of-a-kind – and with one click of the button, Parimatch’s marketing teams are now able to create innovative, personalised campaigns in a matter of seconds – rather than the usual timeframe of two or three days,” Kornilov explained.

“Tailored content is the key battleground within the betting and gaming industry and this innovation process initiated between Betegy and Parimatch is going to take personalisation to an entirely new level.

“We’re unique in what we’re able to offer our clients, and I am confident that as Parimatch adopts our product, we’re going to be able to radically transform the quality of their delivery – not only by giving them the ability to revolutionise their workload – but also by freeing up their teams to focus on the creative side of promotions and campaigns.”

Betegy’s in-house technology will utilise machine learning algorithms to convert sports data and odds from a variety of feeds into graphics, animations and widgets. This will be made available across Parimatch’s football markets, which cover more than 15 major leagues.

The sports data and content specialist noted that content will be made legislation compliant, which ensures that Parimatch ‘can deploy its marketing campaigns across its chosen markets without tailoring each of its campaigns on a regional scale’. 

Celebrating the partnership, Sergey Portnov, CEO at Parimatch, added: “Parimatch is an innovative betting operator that constantly integrates advanced technologies to improve user experience and enhance internal processes.

“Thanks to the strong marketing, the Parimatch brand is becoming recognizable worldwide. Our partnership with Betegy will help us optimise marketing processes and enter new international markets.”