888Africa announces Axom Gaming partnership

888Africa has announced the full integration of Axom Gaming's predictive intelligence technology to both its online sportsbook and casino brands across the continent.  

This latest development follows the completion of a successful three-month trial period which has seen Axom's 'decisioning layer' technology reportedly deliver an 'exponential' trajectory of 2% increase in net gaming revenue during the first month, followed by increases of 7% and 18% in the second and third, respectively, according to the pair.  

Indeed, Axom's AI technology is largely focused on player analytics and customer journey orchestration, processing behavioural and transactional data to help inform 888's pre-existing CRM stacks across its key African jurisdictions.  

Commenting on this deal was 888Africa Founder & CMO Martin Nieri, who said: “888Africa has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency. We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.” 

This point was echoed by Axom CEO Danny Rippon, who also stated: "Our unique market proposition is primed for a rapidly growing, multi-brand operator like 888Africa. We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group. The next phase will allow our decisioning layer to continue to learn and self-optimise against 888Africa’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.” 

Last month, 888 was subject to a €551,952 ($643,678) fine for AML failings in the Spanish market. However, more broadly, 888’s parent company, Evoke, is currently in the midst of a takeover negotiation, with Bally’s Intralot set to acquire the company for £243.1m ($331.3m) following overwhelming shareholder approval of the deal last week.