Gaming marketing solutions provider Beehive is expanding its partnership with British bookmaker Ladbrokes, rolling out its customer relationship management (CRM) tools across the London-listed operator’s retail estate.

The deal is Beehive’s first in the UK retail market and follows the successful deployment of its solutions for Ladbrokes' digital channels.

The new agreement will see Beehive supply Ladbrokes with its CRM engine, a solution that allows the operator to segment customers using behavioural data from its loyalty card, The Grid.

Ladbrokes is one of a number of high-profile gaming companies working with Beehive, whose other clients including the likes of Playtech, Italy’s SNAI and Microgame, and NetBet.

Beehive founder and chief executive Adi Dagan said he was delighted to have entered the retail market with Ladbrokes.

“In such a competitive industry in which the battle to acquire and retain customers is so fierce I’m confident that our platform will give Ladbrokes an edge over its rivals,” Dagan explained.

“It’s a real feather in our caps that they have chosen Beehive to boost their CRM capabilities, and I’m sure our proven technology will provide them with a quick and quantifiable return on investment.”