Graphyte – a cloud-based personalization platform targeting the igaming industry – has been acquired by CRM marketing firm Optimove as it aims to ‘cement its leader status’ in the gaming market and secure more clients to its platform.
Following the deal’s closure, Graphyte’s platform will integrate into Optimoves’ CRM marketing capabilities, which offers marketing teams access to their customer base to test and optimize hundreds of CRM campaigns on a weekly basis.
Graphite’s models will now be complemented by Optimove CDP data for customers to access, with model results readily accessible within customer profile’s on the Optimove platform.
“I’m proud to welcome Graphyte to the Optimove family,” said Optimove Founder and CEO Pini Yakuel. “As evident from this acquisition, and of Kumulos earlier this year, we’re very serious about ramping up our never-ending quest to expand marketing teams’ capabilities and effectiveness.
“Graphyte’s machine learning and personalization capabilities are way ahead of the curve. Combining those with our native customer data platform and multichannel journey orchestration engine will prove extremely valuable for both our client bases and the iGaming industry.”
Graphyte was formed in 2018 in London to ‘fill the gap in the SaaS marketplace for a scalable Personalization Engine’ within igaming.
The startup’s client list includes major global operators including Entain, Sisal and 888, with those clients using the firm’s platform to serve AI-based product recommendations and personalize their web and mobile sites.
“We couldn’t be happier to join forces with Optimove as an integral part of their offering,” added Damien Evans, CEO of Graphyte. “Optimove’s CRM Marketing capabilities are second to none, and its dominance in the igaming market is well-established.
“If you add to that equation Graphyte’s market-leading machine learning personalization capabilities, the result is a game-changing marketing tool that will create unprecedented freedom for brands to realize their CRM Marketing visions.
“We’re excited to receive this significant vote of confidence from Optimove, the leading CRM Marketing player in the igaming market.”