Automated Decisioning Technology Delivers 18% Incremental NGR Uplift During Three-Month Test Across Selected Cohorts
Gaming technology provider Axom Gaming has signed a formal partnership agreement with multi-brand operator 888AFRICA. The deal will see Axom deploy its automated decisioning technology across 888AFRICA’s entire customer relationship management (CRM) estate, following the successful completion of a rigorous three-month trial.
Trial Performance and Incremental Revenue Uplift
The trial phase ran across selected 888AFRICA audience cohorts, utilizing advanced “next-best-action” analysis configured at the individual player level. Throughout the testing period, the system processed billions of behavioral and transactional data points to optimize customer interactions.
According to Axom, the trial delivered substantial incremental net gaming revenue (NGR) gains compared to 888AFRICA’s legacy CRM approach:
- Month One: Reported a 2% incremental NGR uplift.
- Month Two: Increased to a 7% uplift.
- Month Three: Reached an 18% incremental uplift by the end of the trial period.
Executive Commentary and Future Scaling
Highlighting the success of the collaboration and the scalability of the platform, Danny Rippon, CEO of Axom, stated:
“Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA. We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group. The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”
Echoing these growth objectives, Martin Nieri, Founder and CMO at 888AFRICA, added:
“888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency. We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”
