Marketing solutions provider Fresh8 Gaming has been selected to deliver automated marketing technology to sports betting operator FanDuel.

Paddy Power Betfair-owned FanDuel has chosen Fresh8 to power it's advertising in New Jersey and beyond through a multi-state and multi-platform deal.

Fresh8 creates and delivers machine optimised marketing assets from wagering and CRM data, which will be used by FanDuel to optimize its advertising inventory across programmatic, social, display, and on the FanDuel site.

FanDuel will initially use the technology to build real-time image and video based advertising across its programmatic channels, which will then be rolled out to affiliate partners who can embed the technology with one line of code.

“The Fresh8 self-build technology enables us to massively scale our advertising effectiveness,” said FanDuel head of online marketing Aaron Dugan. “The real time nature of sports betting means manually built campaigns are no longer viable.

“Fresh8 helps us distribute our proposition in real time and at massive distribution scale. As soon as a bet is available in our platform, Fresh8 ensures it is also front and center in every display, affiliate, and social advert we have.”

Fresh8 Gaming CEO Andrew Sharland commented: “We are excited to be working FanDuel, the early market leader in the USA who already have a fantastic brand recognised across the country. We are delighted FanDuel chose us to help them achieve advertising scale across channels as they expand state-by-state across the USA including helping them activate their tier 1 media company relationships.”

The integration for FanDuel has been completed through the IGT platform, and sees Fresh8 now live on all the major US sports betting platforms including those of Amelco, Kambi, SBTech, and SG Digital.