Marketing News

Malta-based software provider Fast Track has secured its first partnership in Africa to provide its customer relationship management (CRM) solution to operator Parimatch Africa.

Fast Track will supply a bespoke solution for the operator's online launch, which will tie individual ‘moments’ into a player’s unique lifecycle and allow Parimatch to coordinate all aspects of player engagement from one place using real-time data.

“We have big plans over the next few months,” said Parimatch Africa chief executive Lasha Gogiberidze. “With Africa being the fastest-growing region for sports betting, now is our moment to bring something new and exciting to this market.

“As part of our expansion plans, we know that we have to be able to engage with players in a way that others are not currently achieving in Africa, and Fast Track CRM is the tool we need to be able to do this.”

Fast Track CEO Simon Lidzén commented: “We are really eager to establish a successful partnership with Parimatch Africa in one of the most exciting and fast-growing markets in our industry.

“Our initial discussions have exposed some very interesting opportunities for engagement that are unique to the African market, and we are looking forward to working on a specialised solution for the team.”

Parimatch Africa currently operates retail sports betting in Tanzania and is planning the roll-out of venues in major cities across Tanzania and other African countries including Rwanda, Uganda, Nigeria and the Democratic Republic of Congo.

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