London-listed gaming operator GVC Holdings has agreed a deal with Tel Aviv-based marketing solutions provider Beehive to promote some of its lesser-known gaming brands.

GVC will use the Beehive platform to promote a number of Playtech-powered brands that it owns through its acquisition of bwin.party, namely the Casino Las Vegas, SCasino and Casino King sites.

Playtech has powered the sites since 2006, when PartyGaming acquired Empire Online's gaming operations and the Intercontinental Online Gaming business.

However, as these brands do not sit on the core bwin.party platform, a third-party campaign management solution was needed to help promote the brands, leading to the Beehive deal.

The Beehive platform provides clients with a range of tools to optimise and automate multi-channel promotional campaigns, supported by a data-driven suite of marketing products, allowing operators to target individual players with personalised offers.

"With CPAs on the rise, it has never been so important to implement a CRM solution that can optimise a player base, and we have found Beehive's customer marketing engine to be a fantastic way to boost our marketing and analytical capabilities," GVC chief product officer Liron Snir explained.

Adi Dagan, chief executive of Beehive, added: "GVC has emerged as one of the most innovative and successful operators in the world in recent years and we are delighted it has turned to Beehive to build upon its already impressive growth.

"GVC is a strategic client for us and we are thrilled to be partnering with them. We're looking forward to strengthening our relationship with the GVC team, and are confident in our ability to support their growth."

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