Online poker brand Devilfish Gaming boosts customer retention activity

by Noelle McElhatton, marketingdirectmag.co.uk 28-Oct-09, 14:03

LONDON - Devilfish Gaming has hired SmartFocus to deliver targeted monthly newsletter campaigns to boost customer retention on its poker, casino and bingo websites.

The gaming brand, which takes its name from poker professional David "Devilfish" Ulliott, said customer retention was "a vital concern in the increasingly competitive online gaming industry".

Devilfish aims to segment its database and send 100,000 emails a month using SmartFocus email marketing software across all of the firm's non-US markets, including Europe and Asia.

SmartFocus is helping Devilfish's marketing team to design HTML templates to work across the different games the site has to offer, and make cross-selling to customers easier.

The move comes as Devilfish announced its intention to acquire or partner with other gaming sites.

"We have a strong and unique poker brand, with a charismatic and entertaining site ambassador," Paul Barnes, Devilfish Gaming's CEO said.

"We are actively seeking media and gaming partners worldwide who, in partnership with us, would gain access to the Devilfish brand, and move with us into new legal markets."