BetMGM, a prominent player in the U.S. iGaming and sports betting industry, has entered into a strategic collaboration with Enteractive, a leading provider of player conversion and reactivation services. This partnership aims to bolster BetMGM’s customer relationship management (CRM) initiatives by implementing targeted engagement campaigns designed to re-engage dormant accounts and convert non-funded registrations across its U.S. markets.
Strengthening Player Engagement with Personalized Strategies
By integrating Enteractive’s specialized engagement techniques, BetMGM intends to enhance its ability to connect with players on a more personalized level. The partnership will allow the operator to reach users who may not typically respond to traditional CRM methods, fostering stronger player retention and increased lifetime value.
Claus Hansen, Senior Director of CRM at BetMGM, highlighted the significance of this initiative: “Enteractive’s expertise in one-on-one player engagement is a game-changer for us. Their unique approach allows us to re-engage specific audience segments that may not respond to traditional CRM methods, ultimately driving higher retention and increasing player lifetime value.”
Enteractive has established itself as a leader in player conversion and reactivation, leveraging over 17 years of experience in the sector. The company’s innovative approach, backed by advanced engagement tools, has successfully driven retention and revenue growth for numerous gaming operators worldwide.
Mikael Hansson, CEO of Enteractive, emphasized the importance of this collaboration: “BetMGM’s decision to partner with Enteractive underscores our commitment to enhancing player engagement and retention in the U.S. market. We’re excited to contribute to their success by driving conversions and reactivations, ensuring a stronger and more loyal player base.”
Enteractive engages with approximately 50,000 players daily through its proprietary Reactivation Cloud software, which has demonstrated considerable success in improving player retention for global gaming operators.
This partnership comes amid BetMGM’s continued expansion and a recently reported 7% year-over-year increase in total revenue, reaching $2.1 billion in 2024. This growth was largely driven by its iGaming sector, with net revenues from iGaming and online sports increasing 13% and 4%, respectively, compared to the previous fiscal year.
However, despite revenue growth, BetMGM’s earnings before interest, taxes, depreciation, and amortization (EBITDA) declined, reflecting ongoing investment efforts. The operator reported an EBITDA of $(244) million, widening from $(62) million the previous year, partly due to a $50 million impact from customer-favorable sports results in December.
Strategic Priorities and Future Outlook
BetMGM has been refining its approach to player engagement by optimizing promotional strategies, enhancing player experiences with new features, and leveraging omnichannel opportunities. The partnership with Enteractive aligns with these efforts, as it seeks to sustain long-term player relationships and increase profitability.
Additionally, the company anticipates a shift in its player acquisition strategy, focusing on attracting premium users rather than maximizing sheer volume. CEO Adam Greenblatt recently noted that while the brand has achieved strong cross-sell performance between sports betting and iGaming, future efforts will prioritize high-value players who engage more frequently and place higher-value bets.
With net revenue projections for 2025 set between $2.4 billion and $2.5 billion and an expected positive EBITDA, BetMGM remains focused on refining its player retention strategies. The collaboration with Enteractive is expected to play a crucial role in achieving these goals.
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Source:
''BetMGM Boosts Customer Engagement and Retention with Enteractive'', enteractive.com, February 06, 2025.
