Bet25 x Raptor
How Bet25 is securing compliance with a Customer Data Platform
Industry: Online betting
Solutions:
Bet25, an established player in the online betting market, were facing an important challenge.
With data spread across multiple different systems, it was a struggle to get a full picture of each customer within Bet25’s channels. And while their marketing team was very skilled at segmentation, the process was manual and often quite time-consuming.
Most importantly, they wanted to stay committed to responsible gaming, compliance, and CSR in the betting industry – with full focus on 1st party data and consent from their users.
They needed a solution to help them unify their systems and channels, refine their targeting, and secure the highest level of marketing compliance going forward.
CDP: A game-changer
With Head of Media Nikolaj Hagen in front, Bet25 implemented Raptor’s Customer Data Platform (CDP).
A Customer Data Platform is a platform that is designed to unify all first-party data within a brand’s channels – and activate that data responsibly wherever they meet their customers – in paid media, in e-mail newsletters, on the website, and much more.
Moreover, a CDP makes audience-building much easier, data-driven, and automated.
For a start, Bet25’s goal was to target their customers with relevant messages while excluding others who do not want to see betting-related content.
Here’s how it went:
“The CDP makes it easy to respect ROFUS members in all channels. The CDP is coupled with our backend at Bet25, meaning that this audience is updated every 24 hours like the law mandates”
Social responsibility as a key driver in segmentation
As a betting site, Bet25 has a special responsibility when it comes to marketing segmentation.
That is ROFUS, a Danish self-exclusion list which allows individuals to voluntarily exclude themselves from any gambling activities in Denmark. Even individuals who don’t want to exclude themselves from playing can still say no to certain marketing messages related to betting. It’s a hyper-relevant issue as the Danish government are currently making regulations to limit betting exposure for society’s vulnerable groups.
To respect this group, Bet25 has built an audience of ROFUS members who say no to gambling-related messages. This list is updated daily and automatically connects to Raptor’s CDP.
While the ROFUS segment is technically only refusing direct marketing through e-mail, SMS, and push notifications, Raptor’s CDP makes it possible to go the extra mile.
After the implementation of the Raptor CDP, it’s possible for Bet25 to extend the exclusion to all marketing channels – including social media and display banners.
This means that Bet25 can rest assured that they are fully compliant and always meet (and exceed!) current laws on ethical advertising practices.
Partnership is key
Bet25 is still working at full speed to build meaningful and data-driven audiences using the CDP – including segments based on interests or preferred playing venue to name a few.
And for Bet25, having solid partnerships in place has been a game-changer:
“Our partnership with Refyne and Raptor has been essential to us. While we run all the campaigns ourselves, they do all the technical stuff like analytics and tracking. That leaves much more time and energy for creative and strategic work.”
Key Take-Aways
Do you want to know more about this case?
