NetEnt, Ve Global partner to provide media buying services
16 Oct 2017
The NetEnt and Ve partnership will reduce player acquisition cost and improve retention for online gaming operators worldwide by creating a media buying platform that offers access to unrivaled audience intelligence and behavioral insights.
This means that casino operators can be more accurate and precise in their marketing activities while reducing marketing spend and maximizing return on investments. The technology will achieve this by building an in-depth but anonymized understanding of online gaming audiences and then harnessing this insight to serve display advertising that is more relevant to each user.
The partnership will use Ve's proprietary Demand Side Platform (DSP), a technology developed in-house for media transparency and to reduce the costs built into third party platforms. By pairing Ve's DSP with NetEnt's statistical insights, the new service will also give gaming operators more control over their campaigns and the ability to continuously optimize their ads to ensure maximum impact. Oslo-listed Gaming Innovation Group Inc, one of NetEnt's current customers, is confirmed as the first customer to benefit from the technology.
Enrico Bradamante, Managing Director and Chief of EMO at NetEnt, said, "The partnership between NetEnt and Ve Global is about combining a leading media buying desk platform with a unique source of igaming data to serve a demand from international casino operators. We look forward to continue helping our customers stay ahead of the competition by offering a solution for more efficient marketing."
Morten Tonnesen, CEO at Ve, said, "Igaming customer acquisition has not evolved as quickly as other online sectors, and faced with stiff competition, casino operators need to start leveraging data to cost-effectively present advertising to relevant users across the web. The combination of Ve's technology and NetEnt's unique insights means igaming operators have the opportunity to execute programatic media buying as efficiently as possible."
Beta clients will be on-boarded towards the end of 2017, starting with GiG, and the official launch of the media buying service will take place early next year. Both NetEnt and Ve have also reinforced their commitment to protecting and respecting the privacy of those using their technology by adhering to stringent privacy principles in full compliance with applicable regulations.