Axom Gaming Implements CRM Decision Layer at 888AFRICA After Three-Month Trial
Following a three-month pilot with 888AFRICA, Axom Gaming reports an incremental 18% increase in NGR and agrees to full integration of its CRM decision technology across all of the operator's markets.
Key Takeaways
- Axom Gaming deployed its CRM decision technology at 888AFRICA after a three-month pilot.
- The pilot reported an incremental growth of 18% in net gaming revenue.
- Both companies claim the solution enables scaling the business without proportionally expanding CRM staff.
- The agreement outlines full integration across all 888AFRICA operations.
Axom Gaming has confirmed the integration of its decision automation technology in customer relationship management (CRM) for 888AFRICA after a three-month pilot. According to both companies, the testing period generated an incremental increase of 18% in net gaming revenue (NGR) compared to the operator's previous CRM approach, leading to the full deployment of the system across the group.
Pilot: Results Over Three Months at 888AFRICA
The evaluation by Axom Gaming was conducted on selected user cohorts of 888AFRICA over three months. The analysis focused on the selection of "next-best action" for each player, utilizing large volumes of behavioral and transactional data processing, according to information provided by Axom Gaming. The outcome:
- Month one: 2% increase in NGR compared to the previous CRM
- Month two: 7% increase
- Month three: cumulative increase of 18%
The methodology applied in the pilot, according to both executives, demonstrates the potential of automated decision layers for multi-brand operators with an expanding user base.
Axom Gaming-888AFRICA Partnership: Scope and Arguments
Following the results, Axom Gaming and 888AFRICA signed an agreement to expand the integration of the technology across all of the operator's operations. Danny Rippon, CEO of Axom Gaming, highlighted the speed of adaptation of its model for expanding operators:
"Our value proposition is aimed at rapidly growing multi-brand operators like 888AFRICA. We have already demonstrated measurable commercial growth and are ready to scale the integration across the group," Rippon stated.
The company specifies that the next step will be to allow the decision layer to continue optimizing independently, adapting to the specific business objectives of 888AFRICA and tailoring its recommendations at an individual level.
888AFRICA: CRM Scalability and Efficiency Strategies
888AFRICA, for its part, places the adoption of Axom Gaming's technology within international growth plans. Martin Nieri, founder and CMO of the company, emphasized the importance of maximizing returns on existing resources and process efficiency:
"Integrating Axom Gaming's decision layer into our CRM and engagement systems provides us with superior efficiency. The most relevant aspect is the ability to scale the business, increase NGR, and manage a much larger customer base without needing to proportionally increase the CRM staff," Nieri expressed.
The consolidation of automation in customer decision-making aims to support the growth of 888AFRICA's user base, managing the increase in volume without relying on a linear growth of support teams.
CRM Decision Technology: Context and Next Steps
The case between Axom Gaming and 888AFRICA provides data on the tangible impact of automation in CRM operations, particularly through the next-best-action approach based on analysis of large data volumes. The expansion phase will now seek not only to maintain but also to elevate efficiency and profitability levels in the various African markets where 888AFRICA operates.
For the iGaming B2B sector, cases with clear metrics like this reinforce the interest in integrating automated decision layers in CRM environments, especially among operators managing multiple brands or regulated environments.
Considerations for the iGaming Sector
Although the figures disclosed come from a specific success case, Axom Gaming's model is presented as a reference for operators valuing operational scalability and human cost control. The coming months will represent a real test of how the incremental impact evolves on a larger scale and how automation adapts to the diverse behavior of players in different African markets.
Frequently Asked Questions
What concrete results did Axom Gaming's trial in 888AFRICA yield?
The trial generated a cumulative 18% increase in NGR compared to the previous CRM system, according to reports from both companies. This growth was distributed as 2% in the first month, 7% in the second, and 18% total at the end of the three months.
What analysis process did Axom Gaming implement during the pilot?
Axom Gaming used next-best action analytics at the individual level, processing billions of behavioral and transactional data points from selected user cohorts of 888AFRICA over a three-month period.
What is the strategic benefit of the technology for 888AFRICA?
It allows scaling the business and increasing the customer base without increasing CRM staff at the same rate, thus optimizing resource management against international growth plans.
Does the agreement cover all 888AFRICA markets?
Yes, following the validation of the pilot, Axom Gaming and 888AFRICA agreed to deploy the CRM decision technology across all operations and markets managed by the operator.
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About the author
Emilio Navarro
Industry Technology Correspondent
Emilio Navarro covers the cross-cutting technology and business of iGaming — platforms, data and AI, compliance tooling, affiliate marketing, financial results, and the stories that fit no single rubric. The reports open with the announcement, cite vendors and figures exactly as published, and keep a healthy distance from press-release language. When a supplier unveils a new engine or the advertising rulebook changes, Emilio Navarro reports what genuinely changes.
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