BetMGM Partners with Enteractive for Player Retention Boost

In a significant move to strengthen its foothold in the U.S. iGaming and sports betting sector, BetMGM has announced a strategic partnership with Enteractive, a company known for its expertise in player conversion and reactivation services. This collaboration is part of BetMGM's ongoing efforts to enhance its customer relationship management (CRM) capabilities by implementing highly-personalized engagement campaigns aimed at revitalizing inactive accounts and converting registrations that have not yet been funded across its markets in the United States.

Leveraging Personalized Engagement for Player Retention

By incorporating Enteractive’s specialized engagement techniques into its operations, BetMGM plans to elevate its ability to engage with users on a personal level. This partnership is set to help BetMGM reach out to its audience who may not typically respond to traditional CRM methods. The goal is to foster a deeper level of player retention and subsequently increase the lifetime value of each player. According to Claus Hansen, Senior Director of CRM at BetMGM, this new initiative is pivotal: “Enteractive’s expertise in one-on-one player engagement is a game-changer for us. 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.” Enteractive is a recognized leader in player conversion and reactivation, utilizing more than 17 years of experience in the field. The company’s innovative approach, powered by advanced engagement tools, has been instrumental in driving both retention and revenue growth for numerous gaming operators globally. Mikael Hansson, CEO of Enteractive, underscored the importance of this alliance by stating, “BetMGM’s decision to partner with Enteractive underscores our commitment to enhancing player engagement and retention in the U.S. market. We’re excited to contribute to their success by driving conversions and reactivations, ensuring a stronger and more loyal player base.” Enteractive engages with approximately 50,000 players on a daily basis through its proprietary Reactivation Cloud software, demonstrating considerable success in improving player retention for global gaming operators.

Strategic Expansion and Future Goals

This strategic partnership comes at a time of continued expansion for BetMGM, which reported a notable 7% year-over-year increase in total revenue, reaching an impressive $2.1 billion in the year 2024. This growth trend has been largely fueled by the company's iGaming sector, with net revenues from iGaming increasing by 13%, and online sports revenues going up by 4% compared to the previous fiscal year. However, alongside the revenue growth, BetMGM reported a decline in earnings before interest, taxes, depreciation, and amortization (EBITDA), with figures at $(244) million, a substantial increase from $(62) million the previous year. This decline is partly attributed to a $50 million impact from customer-favorable sports results in December. BetMGM is currently refining its approach to player engagement by optimizing its promotional strategies, enhancing player experiences through new features, and leveraging omnichannel opportunities. The alliance with Enteractive aligns perfectly with these efforts, as it aims to sustain long-term player relationships and boost profitability. Additionally, the company anticipates a shift in its strategy regarding player acquisition, as it plans to focus on attracting premium users, placing emphasis on quality rather than quantity. CEO Adam Greenblatt indicated that future efforts will prioritize high-value players who engage more frequently and place higher-value bets. With net revenue projections for 2025 estimated between $2.4 billion and $2.5 billion and an expected positive EBITDA, BetMGM remains committed to refining its player retention strategies. The collaboration with Enteractive is expected to play an essential role in the realization of these strategic objectives. Source: ''BetMGM Boosts Customer Engagement and Retention with Enteractive'', enteractive.com, February 06, 2025. By GamesAndCasino