Seeking a means to better promote its live betting offers, RacingTV has struck a partnership with ‘direct human messaging’ platform 2mee.

The company has produced a human hologram messaging solution for the Racecourse Media Group (RMG) horse racing outlet, in order to drive viewer engagement across its content, betting offers and products. 

RacingTV will leverage the 2mee’s patented technology, which allows gambling operators and affiliates to send customised human hologram messages directly to viewers in an engaging way, throughout its 24/7 racing network.

Clive Cottrell, Director of Marketing, RMG, remarked: “Quite frankly, we haven’t seen engagement and conversion rates like it. While running hologram campaigns, both BetVictor and SkyBet were our top-performing brands on the pages where the hologram messages were active.

“As an affiliate, this not only allows us to acquire increased volumes of new customers to our operator partners, but we too benefit from enhanced engagement, conversion rates and affiliate revenue streams.”

RacingTV adopted 2mee’s solution after a trial of its human messaging programme for affiliate marketing campaigns, specifically promoting the Sky Bet and BetVictor brands.

One messaging campaign that performed particularly well was with BetVictor ambassador Harry Redknapp – delivering a 38% increase in take-up of a new player bonus offer with his hologram message.

RMG has been pursuing an expansion of its engagement capabilities this year, with the 2mee partnership following an agreement with EngageCraft, utilising gamification widgets via the EngageCraft Touch platform.

James Riley, CEO of 2mee, said: “We are thrilled to be working with the innovative team at RacingTV and for its operator partners to be able to use our technology to send direct human messages to bettors. This really does allow them to stand out from the crowd and take engagement and conversion to the next level.

“Emotional marketing is absolutely the most effective way to engage and communicate with consumers and what better way of fostering this connection than via a face-to-face message. 2mee allows operators and affiliates to do just that.”

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