888Africa increases NGR by 18% with better player-level decisions
Using the same data and existing CRM setup, 888Africa generated 18% higher NGR with Axom Gaming’s player-level decisioning.
888Africa wanted to increase revenue by making better decisions for individual players, without needing new data, a new CRM platform or a major implementation.
To test the opportunity, we designed a three-month pilot comparing 888Africa’s existing approach with Axom Gaming’s player-level decisioning. Both approaches used the same underlying customer data and existing CRM setup.
The difference was how decisions were made.
Over the three months, the NGR uplift increased from 2% in month one to 7% in month two and 18% by month three, compared with 888Africa’s existing approach.
The Goal
The objective was straightforward: could better player-level decisions generate more NGR from 888Africa’s existing player base?
Rather than changing the CRM or introducing new sources of customer data, the pilot was designed as an A/B test between 888Africa’s existing approach and Axom Gaming’s decisioning layer.
This meant the commercial impact of changing the decisioning could be measured directly, while the underlying CRM setup and data remained the same.
How the Pilot Worked
Axom Gaming worked alongside 888Africa’s existing CRM, using the customer data already available.
Instead of applying decisions across broader groups of players, Axom Gaming evaluated players individually to determine the most appropriate action based on their behaviour and the available data.
Player behaviour was monitored daily throughout the pilot and Axom Gaming was recalibrated five times as it learned from the results.
The Results
The NGR uplift grew throughout the three-month pilot:
By month three, players receiving Axom-powered decisioning were generating 18% more NGR than those receiving 888Africa’s existing approach.
The results also showed stronger underlying commercial activity:
- 19% higher turnover per player
- 29% more average player days
- 22% higher deposit amount per player
“We’d have been very happy with a 5% uplift, so to reach 18% by month three was beyond our expectations. Even more impressive is that we’re still using the same CRM platform and underlying data.”
Martin Nieri, Founder & CMO, 888Africa
Better Decisions From the Same Setup
The pilot showed that improving CRM performance doesn’t necessarily mean replacing the CRM.
888Africa continued using its existing platform and underlying customer data. Axom Gaming worked alongside that setup, adding a decisioning layer focused on choosing the right action for each individual player. The NGR uplift increased month by month as Axom Gaming learned from live player behaviour, reaching 18% by month three.
For 888Africa, that meant more value from the player base, data and technology it already had in place.
Same data. Existing CRM. Better decisioning.
