BetMGM has partnered with player conversion and reactivation service provider Enteractive to boost its efforts to convert user accounts into regular paid customers.
The companies said the partnership will enhance BetMGM’s existing CRM strategies with targeted reactivation campaigns “aimed at converting non-funded registrations and re-engaging lapsed accounts across its U.S. markets.”
Enteractive has more than 17 years of experience engaging millions of online gaming players worldwide using its advanced and efficient customer engagement tools for iGaming and sports betting.
“Enteractive’s expertise in one-on-one player engagement is a game-changer for us,” said BetMGM Senior Director of CRM Claus Hansen. “Their unique approach allows us to re-engage specific audience segments that may not respond to traditional CRM methods, ultimately driving higher retention and increasing player lifetime value.”
“BetMGM’s decision to partner with Enteractive underscores our commitment to enhancing player engagement and retention in the U.S. market,” added Enteractive CEO Mikael Hansson. “We’re excited to contribute to their success by driving conversions and reactivations, ensuring a stronger and more loyal player base.
“Our personalized and sustainable engagement strategies are key to unlocking long-term player loyalty and revenue growth. We’re eager to support BetMGM in strengthening its position as a leader in the U.S. online gaming industry.”
BetMGM expects user acquisition decline as it focuses on premium players
The announcement comes two days after BetMGM CEO Adam Greenblatt told investors on an earnings call that while the operator is pleased with its U.S. market share and its cross-sell between sports betting and iGaming, he expects player acquisitions levels to drop in 2025.
BetMGM said it has seen an 11.5% increase in cross-sell from online sports to iGaming, something that Greenblatt has suggested in the past is a key target for the brand.
Greenblatt added on Tuesday’s call that BetMGM’s average monthly actives for the operator rose by 14% year over year, “reflecting strategic investment in player acquisition.” Monthly users in the operator’s fourth quarter were up 55% YOY without the addition of any new states.
But Greenblatt noted that it would not continue to see the same high rates of player acquisition going forward and will instead focus on its premium player base.
“Our average player is now making more bets, each of which is slightly higher value on average with greater frequency and time spent on our app,” he said. “We do not expect to acquire players at the same rate as we have in the past but we do expect the average value of each of our players to be of a higher quality than before.”
Amid that context, the deal with Enteractive is likely part of a wider focus on making sure that all of BetMGM’s user base are actually spending money on the company’s platforms.
