132% More Tests in the First Year

Entain (formerly GVC) wanted to enhance their optimisation strategy and infrastructure, scaling up the gaming giant’s test-and-learn culture with new software, error-proof testing, and upgraded skills.

Challenge

Entain (formerly GVC) wanted to enhance their optimisation strategy and infrastructure, scaling up the gaming giant’s test-and-learn culture with new software, error-proof testing, and upgraded skills.

Results

Combining LeanConvert’s managed services with our in-housing program led to Entain conducting 132% more tests in the first year, with another 53% increase in tests over the following six months. Moreover, newly implemented monitoring tools allowed for advanced warning to any negative experiences.

About

Entain FTSE 100 is one of the largest sports betting and gaming groups in the world, operating a great number of the industry’s most popular online brands.

Lean On Us

In 2018, Entain enlisted LeanConvert’s managed services in order to strengthen their optimisation strategy and create meaningful customer experiences.

This caused a significant uplift in completed registrations for Entain, which you can read about here.

The success of this program inspired Entain to work with LeanConvert in a larger capacity. They enlisted us to transition and teach our skills and know-how to Entain’s team, enabling them to scale up their internal experimentation and personalisation programs.

Solution

People

LeanConvert’s team members are certified experts across every noteworthy software vendor. We used interactive, action-oriented training in order to help Entain’s in-house optimisation team build experiments faster.

As time went on, Entain was more and more capable of operating with less guidance from LeanConvert, with the goal always being to become more independent through learning.

Process

Instilling LeanConvert’s unique approach to optimisation helped Entain’s in-house team stay organised and informed, using tools like Jira and Impact Mapping for enhanced program management with clear, trackable objectives.

This new Lean culture around testing was a major factor in significantly boosting Entain’s velocity, and has become integral to their process.

Scale

LeanConvert’s bespoke solution for Entain monitored the health of their optimisation program, making sure that tests were live, metrics were firing, errors were accounted for, and so on. This ensured that all tests were trustworthy with actionable results during thousands upon thousands of experiences.

By training the team in multiple optimisation platforms such as Oracle Maxymiser and Adobe Target, the output ramped up as new markets opened.

Our industry is fueled by innovation–it’s all about simplification and optimisation of journeys and experiences. LeanConvert supported us to test and learn at a pace that got us ahead-of-the-curve.The tests and iterations delivered powerful statistical results, but the real power was the outcome of now outlearning our competition.

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Stefan Kalcher, Analytics & Optimisation

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