Eurobet implemented Adobe Customer Journey Analytics with Comwrap Reply’s Migration Accelerator to unify player data across all channels. The GDPR-compliant solution delivers a real-time, 360° journey view, enabling faster insights, better targeting, and more personalised engagement across the gaming experience.

The Challenge

Eurobet, one of Europe’s leading sports betting and gaming operators, wanted to connect the dots between multiple digital touchpoints—sportsbook, casino, mobile app, and retail—into a unified, real-time view of the customer journey. Their existing analytics setup was fragmented across platforms, limiting cross-channel insights and slowing down campaign optimisation. Compliance with strict EU and local gaming regulations demanded rigorous consent management and data governance. At the same time, the solution had to be scalable for seasonal traffic peaks and future integrations.

The Solution

Unified, Real-Time Player Journey Intelligence

Comwrap Reply deployed Adobe Customer Journey Analytics using its proven Migration Accelerator, enabling Eurobet to consolidate web, mobile, and in-app interaction data into a single, privacy-compliant platform. The accelerator streamlined schema mapping, consent integration, and identity stitching, reducing setup time and ensuring data quality from day one. Real-time dashboards and role-specific data views now empower marketing, CRM, and product teams to track player behaviour across the entire lifecycle. The scalable architecture supports rapid onboarding of new channels and regions, while AI-powered analytics surface actionable insights—allowing Eurobet to optimise campaigns, personalise offers, and make evidence-based decisions with unprecedented speed and precision.

How we did it

Accelerated CJA Implementation for Maximum Impact

Leveraging the Adobe Customer Journey Analytics Migration Accelerator, Comwrap Reply delivered a structured, high-speed implementation that minimised complexity and risk. We began by auditing Eurobet’s existing tracking and analytics setup, mapping legacy Adobe Analytics variables to a unified XDM schema optimised for gaming-specific KPIs. Using Adobe Web SDK, we standardised event collection across all digital touchpoints—website, mobile, and betting apps—feeding clean, consented data into Adobe Experience Platform.

Identity stitching via ECID connected anonymous and logged-in sessions, while data views in CJA were designed for cross-channel attribution, player segmentation, and churn prediction. Role-based dashboards for marketing, CRM, and operations replaced manual reporting with self-serve insights. A modular architecture ensures scalability for new markets and data sources, and parallel run validation guaranteed accuracy before cutover—delivering a fully operational CJA environment in weeks, not months.

Eurobet

Eurobet, with a history of over 10 years, is one of the leading operators in the betting and gaming sector in Italy. Founded in 1995, the company was acquired in 1998 by Coral, the third largest British bookmaker with over 75 years of experience in the sector. In 2007, following the regulation of the Italian betting market, Eurobet started operations with a clear objective of steady growth. Major achievements and innovation have strengthened its market position in recent years. Eurobet operates over 880 shops through a franchise model and through a successful online gaming platform offers a wide range of games accessible both via internet and mobile apps. In 2016 Eurobet became part of the Ladbrokes Coral plc group. In April 2018 Eurobet was acquired by GVC Group, an international operator with over 30.000 employees. In December 2020 the group changed it’s name, Entain will be the new brand to revolutionize gambling and create the most exciting entertainment.