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Europe’s leading gaming company selects smartFOCUS across all gaming brands to drive marketing opportunities

smartFOCUS, a global provider of powerful multi-channel marketing software, has been selected by Rank, Europe’s leading gaming company, for its Intelligent Marketing software and to build a single customer view across its complete customer business. The smartFOCUS software will completely overhaul the way in which Rank analyses, plans and communicates with its customers. The software will consolidate all elements of the marketing process, from customer data, insight and targeting to campaign execution and automation across off and on-line channels. 

Rank, a leading European gaming and betting business headquartered in the UK, operates some of the country’s top brands, including Mecca Bingo, Grosvenor Casinos and on-line betting store, Blue Square. With regular promotional activities and updates for its customers, Rank sends over 300 targeted campaigns in any single week, with up to 20 campaigns a day across any one brand.

Customer information from the on-line bingo halls and casinos are processed live, with vast amounts of data needing analysis, so it was vital for Rank to implement an easy to use, integrated and scalable marketing solution across all of the company’s business divisions in the UK. smartFOCUS has provided Rank with its Intelligent Marketing Solution, a complete suite of software that will enable Rank marketers to launch more accurately targeted, more relevant campaigns across all their brands and communication channels faster and with increased campaign results.

Stewart Cruickshank, Retail IT Director at Rank said: “The only way for Rank to deliver 300+ campaigns a week was by overhauling our entire marketing system. It was clear to us right away that smartFOCUS would be able to cope with the demand, and we could easily align the solution to our existing business goals. We have already seen positive results, and are making great use of the extra customer and campaign intelligence we’re getting from smartFOCUS.”

Chris Underhill, CEO of smartFOCUS, said: “By choosing smartFOCUS, Rank has demonstrated it knows a safe bet when it sees one. Rank needed a system that could cope with the demands of its complex marketing processes. The smartFOCUS smartMARKETER suite fits Rank’s requirements perfectly and offers the scalability and performance that Rank needs to compete in an intensely competitive market.”