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Getting Started with Sport Real-Time Experiences via Marketing Platform

Everything you need to know about Real-Time Experience via CRM 

Overview 

This guide will help you get up and running quickly with Anthem’s in-session player experiences via your CRM platform. By the end, you’ll be able to go live and improve player engagement in real time. 

Requirements 

  • A subscription to Future Anthem’s Real-Time Experiences module
  • Integrated with a CRM platform with bonus award functionality enabled
  • Ability to authorise bonus budget
  • Contact with your Future Anthem account manager 

 

Quick Start Checklist 

Step 1: Contact your Future Anthem account manager to request module activation and provide bonus budget estimates 

  • Data is securely streamed directly from your DataHub into Anthem’s Real-Time Experiences module 

Step 2: Anthem begins model training and supplies initial estimates of monthly bonus spend (by sub-brand if applicable) 

  • You review the estimates by brand and player group and provide feedback 

Step 3: The agreed budget level is configured in Anthem and your CRM platform 

  • Target and control proportions are varied to conform to budgets 
  • Deployment is staged and rigorously tested jointly by Anthem and your CRM team 

Step 4: Agree go-live date 

  • Your account manager shares regular ROI reporting data, based on a robust target vs control methodology 

 

Step-by-Step Setup 

Step 1: Request module activation with your account manager 

Goal: Establish real-time data flow to enable training and configuration 

  1. Discuss data integration options with Anthem’s data engineering team 
  2. Send real-time transactional data via data stream or API 
  3. Once analysed and integrated, training begins 
  4. The system generates bonus recommendations, each with a reason code. These reason codes explain why a recommendation is being made and allow you to configure different bonus triggers and values for each one. 

 

Reason Codes
  • Reduction in frequency – the player is taking part in fewer sessions per time period compared to their usual behaviour. 
  • Reduction in activity – the player is active on fewer days within a given period compared to their historic pattern. 
  • Reduction in spend – the player’s spend in the last 14 days is lower than their average spend. 
  • Consecutive losses – the player has experienced three or more losses in a row. 
  • Significant loss – the player has suffered a notable individual loss. 
  • Bad beat – the player has lost a low-odds single bet or a large accumulator with only one losing leg. 

Key insight: Operators can configure multiple bonus values for each reason code depending on player value. Initial discussions with Anthem confirm bonus types and values for each code to estimate monthly budget. 

 

Step 2: Bonus estimates and budget 

Goal: Use estimates to set and agree initial bonus budget 

  • Anthem supplies monthly bonus spend estimates by type, value, and brand 
  • You review and confirm the proposed budget, or adjust values as required 
  • Estimates assume full system capacity with a 10% control group (players withheld from award) 
  • Control proportions can be increased to reduce spend if needed 

Key insight: The module is designed to increase bonus efficiency, not create net new spend. 

Important settings: 

  • Budget is agreed monthly but set daily 
  • Budgets can be increased post go-live 

 

Step 3: Configuration and test deployment 

Goal: Deploy the production system for testing 

  • Your budget sign-off is required before bonus award testing 
  • Provide clear details of the bonus award API request via your CRM 
  • Models and decisioning are deployed against live data streams 
  • Anthem and your team run full end-to-end tests to confirm expected behaviour and player-facing accuracy 

 

Step 4: Go live and performance monitoring 

Goal: Deliver bonuses in real time and monitor KPIs 

  1. Post go-live, the system is closely monitored 
  2. Initial focus is on confirming award delivery and consumption 
  3. After 4 weeks, the first ROI view is shared 

 

Success indicators: 

  • Increased net revenue (target vs control, after bonus costs) 
  • Increased spins per player (target vs control) 
  • ROI multiplier (revenue return per bonus spend) 

 

Frequently Asked Questions 

Do we need to do any integration work? 
Yes. You need to supply transactional data via a feed or API, and provide API details for your bonus awarding system. 

Is this a rule-based system? 
No. It is a real-time machine learning system that predicts player behaviour after a spin. A configurable decision engine handles logic and rules. 

Can I track bonuses issued on my side? 
Yes. Bonuses are set up as normal and given specific codes so they can be directly attributed. 

How is performance monitored? 
Anthem uses an advanced measurement framework. Target and control groups are applied in real time at the point of award, ensuring robust measurement of uplift. 

 

How do I get support or make a feature suggestion?

Visit our 'here to help' form and we will respond accordingly.