beBettor teams up with Optimove to boost player segmentation

beBettor, a data analytics platform serving the betting and gaming sector among others, has announced a partnership with marketing platform Optimove, giving Optimove’s UK-facing clients access to beBettor’s player wealth scoring data.

The tie-up allows operators using Optimove’s platform to incorporate beBettor’s customer wealth scores into their segmentation and campaign personalisation efforts.

Wealth scoring explained

beBettor’s wealth scores rank players on a scale of one to ten based on UK wealth brackets, allowing brands to gauge a player’s financial profile. A score of ten places a player in the top 10% wealth bracket in the UK, while a score of one indicates the bottom 10%. The aim is to help operators identify high-value cohorts and previously untapped premium segments more accurately.

Optimove’s platform, which the company positions around what it calls Positionless Marketing, includes tools such as Orchestrate, an orchestration and decisioning engine offering a unified view of campaigns across channels; Opti-X, a personalisation engine; and Adact.me, a gamification tool aimed at improving engagement and retention. beBettor said it chose Optimove partly because this approach allows marketers to carry out data, creative and optimisation tasks without depending on separate technical teams.

Executive comment

David Black, Chief Growth Officer at beBettor, said the partnership had the potential to give UK marketers access to player wealth scores to support richer segmentation and more relevant personalisation.

Adi Dagan, Senior Director of Partnerships at Optimove, said the collaboration would let the company’s clients assess players’ wealth and wagering capacity, supporting stronger segmentation and more personalised CRM activity.

The partnership was announced on 21 May 2025 by beBettor via its PR representative, Square in the Air.