Leading online poker room FullTiltPoker.com has signed a deal with Unica Corporation, a provider of enterprise marketing management software, that will see it deliver more personalised marketing to its players.
Under the terms of the agreement, FullTiltPoker.com will utilise Unica's marketing automation software to target new, existing and lapsed players with tailored offers via e-mail and short message service (SMS).
The online poker site stated that it had begun implementing Unica’s Affinium Campaign across its marketing organisation with the two companies also developing marketing strategies such as delivering targeted online 'in-game' offers to FullTiltPoker.com players.
FullTiltPoker.com revealed that objectives of its player-driven marketing initiative would be to convert visitors and trial players into frequent players while also turning lapsed customers back into current players and retaining every day players through added incentives.
'Our players are among the world's most passionate and savviest as FullTiltPoker.com allows them to compete with professional card players,' read a statement from FullTiltPoker.com.
'With Unica, we can target our discerning players with the right offer at the right time. Our personalised marketing strategy will help us to better engage them and increase our brand within the ever-expanding online poker industry.'
'Competition is fierce in the online sector and it is important for these virtual card rooms to secure player loyalty more quickly,' said Marcel Holsheimer, Vice-President of Marketing for Unica.
'Unica has considerable experience working with some of the world's leading casino entertainment brands such as Casinos Austria International and Boyd Gaming among others. We understand how to keep the balance right in cultivating loyalty and are pleased FullTiltPoker.com has selected us to drive its player strategy through multi-channel marketing campaigns.'