Playtech has agreed a long-term partnership with automated personalisation and optimisation solutions provider Dynamic Yield, enabling its clients to diversify and differentiate their offerings by enhancing the user experience.

The platform optimises user experience by displaying real-time personalised banners on advertising and affiliate networks, and through an automated solution, tailors the landing page for players based on their location, language, device and play history.

“When it comes to optimization, no industry is more advanced than online gaming,” Dynamic Yield chief executive Liad Agmon said. “Every facet of this industry is optimized to cater for improved player experience, engagement and conversion.”

He said that the fact Playtech, which he described as one of the most “cutting-edge online marketers in the world,” had chosen to integrate his company’s solution was a testament to the strength of the product.

“Thanks to Dynamic Yield, online marketers in any other market can now enjoy the same level of personalization and optimization the ‘big boys’ have been leveraging in order to gain an edge over their competition and increase market share and revenue,” Agmon added.

Playtech chief operating officer Shay Segev said that by integrating Dynamic Yield into its system, the supplier would be able to increase player life cycle and improve overall player journeys.

“We are excited to work with Dynamic Yield,” he continued. “They are experts in personalization and conversion optimization, and we recognize the impact this will bring to players’ experience and operators’ overall revenues, demonstrating just how important such additions are to the overall player interaction across our platforms.”

Founded in 2012, Dynamic Yield has raised USD$15m from the New York Times Company, ProsiebenSat.1 Media AG, Bessemer Venture Partners, Marker LLC and Innovation Endeavours.

It also works with the likes of the New York Times, fashion brand Kenneth Cole, US broadcaster NBC and social investment network eToro.