Customer Data Platform
Customer 360° for Real-Time Betting Experiences
A global iGaming operator unified its customer data strategy to power real-time, AI-driven marketing campaigns—using Adobe Experience Platform and Comwrap Reply.
The Challenge
Create a unified, actionable view of each customer across betting, casino, and lottery platforms—while enabling real-time personalization and predictive marketing at scale.
The Scenario
The Solution
A Real-Time Data Engine for iGaming Personalization
Comwrap Reply architected and implemented an enterprise-grade customer data platform using Adobe Real-Time CDP, integrated deeply into the client’s existing betting, casino, and lottery ecosystems. We connected data streams from mobile apps, websites, CRM systems, and Oracle-based data lakes to construct real-time, dynamic customer profiles. In parallel, we enabled Adobe Target to activate behavioral segments instantly through personalized web banners, popups, and in-app experiences.
Key use cases included:
- Happy Birthday: Triggering personalized banners using real-time profile data.
- Abandoned Deposits: Displaying web popups when users abandon a deposit—resulting in immediate re-engagement or customer service escalation.
- Cross-Selling Bets: Recommending casino products based on behavioral patterns and AI-generated propensities when users place bets.
We integrated customer data with in-house AI models—churn, game affinity, lifetime value—and enabled real-time segmentation through Adobe RTCDP. Secure access was configured using federated Single Sign-On (SSO) via Adobe IMS and Azure AD. Push campaigns via Airship and email orchestration via Optimove (in roadmap) completed the activation layer.
How we did it
We began with a strategic assessment of the client’s customer data environment. Adobe RTCDP was configured to integrate with all real-time and historical sources, including mobile app telemetry, CRM, Oracle DWH, Delta Lake, and Kafka event streams.
Adobe Target was embedded into all web and app touchpoints to activate hyper-personalized content instantly. Audience segmentation was powered by behavioral data and AI-derived scores—driving campaign automation and cross-channel coordination.
We also integrated Adobe Analytics, Adobe Data Collection, and Adobe Experience Manager to support scalable data capture and campaign orchestration. SSO was implemented across all systems for secure access. The framework now supports high-frequency marketing execution, precise measurement, and continuous audience enrichment.
The Results
Within days of activating the first use case, the abandoned deposit popup generated over €186K in incremental revenue. Real-time personalization led to a measurable increase in engagement, retention, and conversion.
The client now operates with a true customer 360°—able to execute, test, and optimize use cases in weeks, not quarters. Beyond performance, the solution laid the foundation for privacy-compliant, AI-enabled marketing at scale—future-proofing their global growth strategy across Italy, Turkey, and beyond.
About the Client
This organization is a globally recognized leader in online sports betting and iGaming. With operations across Europe and beyond, it provides millions of users with digital experiences in lottery, betting, casino, and games of skill—anchored in responsible gaming and innovation. The company continues to invest in personalization, data strategy, and platform scalability to drive the future of digital entertainment.
Build Your Customer 360°. Activate in Real Time.
Fragmented data? Let’s unify it and unlock real-time, AI-powered marketing that moves the revenue needle—fast.