OtherLevels launches Generative AI-powered Experience Platform
OtherLevels has introduced the Experience Platform, a new Generative AI product that converts text-based marketing content into personalised video and rich media for betting and gaming operators.
OtherLevels announced on 17 September 2024 the launch of its Experience Platform, a Generative AI and machine learning based tool aimed at helping operators turn traditional text content into scalable, personalised video and rich media experiences.
The Brisbane-based company said the platform is designed to support acquisition, affiliate, CRM, social and on-site marketing channels by converting text into visual content intended to engage digital audiences.
Personalisation at scale
According to OtherLevels, the platform allows operators to generate one-to-one personalised media, including video, at scale across the customer journey, from acquisition through to retention. The company said this could include personalised betting and gaming recommendations delivered via digital representations of brand ambassadors, game characters or other talent, as well as individualised content channels for fans and tailored campaign or promotional material for acquisition and affiliate marketing.
Brendan O’Kane, chief executive of OtherLevels, said the launch would let operators use Generative AI to build brand engagement and profitability through in-the-moment, video-led personalised experiences. He compared the potential impact of Generative AI on marketing effectiveness to that of the iPhone, arguing that the technology would significantly increase the scale and reach of one-to-one personalised marketing.
Multi-sector and multi-channel application
OtherLevels said the Experience Platform is intended for use across sports betting, iGaming, fan engagement and lottery sectors, supporting live, contextually relevant content. Video experiences can reportedly be produced for any channel and in more than 30 languages.
The company said the platform uses an open architecture that allows integration with third-party customer data platforms, content sources, sportsbooks, iGaming platforms, personalisation engines and CRM systems without requiring operators to re-platform existing systems.
OtherLevels describes itself as a supplier of real-time, multi-channel experience platforms for live sport and iGaming operators. The company is headquartered in Australia and also has offices in Europe and the United States.