888Africa: 18% Increase in NGR in Three Months
888Africa wanted to understand whether individual player-level decisioning could deliver more commercial value than its existing CRM approach.
The pilot was designed to measure that difference in real terms, with Axom Gaming working alongside 888Africa’s existing CRM and using the customer data already available.
Over three months, incremental Net Gaming Revenue (NGR) increased month by month, reaching 18% above the existing CRM control by month three.
The Goal
The objective was straightforward: test whether player-level decisioning could generate sustained incremental NGR, rather than simply creating a short-term increase in engagement.
To measure this, players receiving Axom-powered decisioning were compared against a control using 888Africa’s existing CRM decisioning. There was no CRM replacement or major change to the existing technology stack. Axom Gaming operated alongside the systems already in place.
How the Pilot Worked
Axom Gaming used 888Africa’s existing CRM environment and customer data. The difference was how decisions were made.
Rather than relying on broader CRM segments, Axom Gaming made decisions at an individual player level, using live player behaviour and the available data to determine the appropriate action.
Player behaviour was monitored daily throughout the pilot and Axom Gaming was recalibrated five times as it learned from the results. This gave 888Africa a direct comparison between its existing CRM approach and Axom-powered player-level decisioning.
The Results
The increase in NGR built throughout the three-month pilot:
Month 1: +2% incremental NGR
Month 2: +7% incremental NGR
Month 3: +18% incremental NGR
By month three, Axom-powered decisioning was generating 18% more NGR than the control group.
The uplift grew month by month, from +2% to +7% to +18%, as Axom Gaming continued to learn from live player behaviour and improve its decisioning.
“Going into this, we didn’t know exactly what to expect. We’d have been very happy with a 5% uplift, so to see performance improve month after month and reach 18% by month three was beyond our expectations. What makes that even more impressive is that we’re still using the same CRM platform and the same underlying data.”
Martin Nieri, Founder & CMO, 888Africa
The impact could also be seen across other important commercial measures. Compared with the control, players receiving Axom-powered decisioning recorded:
- 19% higher turnover per player
- 29% more average player days
- 22% higher deposit amount per player
Together, these results show stronger underlying player activity alongside the increase in NGR.
Better Decisioning, Using the Existing CRM
One of the most important parts of the pilot was that 888Africa did not need to replace its CRM to achieve these results. Axom Gaming worked with the CRM environment and customer data already in place. The change was at the decisioning level: moving from decisions based on groups of similar players to determining the right action for each individual player.
For operators, that matters.
CRM platforms already handle much of the execution required to communicate with players. Axom Gaming adds the decisioning layer that determines what action should be taken for each player, while allowing the existing CRM to continue doing what it already does well.
The Outcome
Within three months, Axom-powered player-level decisioning delivered:
+18% incremental NGR
+19% turnover per player
+29% average player days
+22% deposit amount per player
All while operating alongside 888Africa’s existing CRM.
The results also showed how the value of the approach developed over time. Incremental NGR moved from +2% in month one to +7% in month two and +18% in month three as Axom Gaming continued learning from live player behaviour.
For 888Africa, the pilot demonstrated the commercial impact of making better decisions at an individual player level, using the technology and data already available.
Same data. Existing CRM. Better decisioning.
