Marketing solution that provides more accurate and targeted communication to improve customer management and increase marketing results

Bristol, UK, 24 February 2009 – smartFOCUS, the international multi-channel marketing software company, has been chosen by the online gaming site, Virgin Games. smartFOCUS will implement a high performance marketing solution to increase both the volume and value of player recruitment and the rate of conversion from cashless to cash playing customers by a targeted 10% per annum. The Virgin Games family comprises Virgin Casino, Virgin Bingo and Virgin Poker.

Virgin Games has purchased the full suite of smartFOCUS software including analysis, campaign management and reporting, deployed on a centralised view of customers. Virgin Games will be able to profile players and segment by life-stage, value, recency and frequency of play and take advantage of highly granular data, a fast-moving market-place and customers hungry for the right offer.

Simon Burridge, CEO, Virgin Games, said: “Our overall objective has always been to put our customer at the centre of the business. Our existing marketing tools could not cope with the numerous ways that we use to reach our existing customers. There was no ability to target CRM campaigns to specific audience groups and to analyse results to reach out to our users with relevant information. With smartFOCUS we have found a solution that will be able to keep up with the complexity of our marketing demands.”

smartFOCUS was selected for the performance, scalability and usability of its software and integrated data approach. Virgin Games will benefit from an in-house solution that enables marketers to compare and analyse different player segments by the types of games they are playing. With increased insight Virgin Games can improve targeting of cross-sell and reactivation marketing, understand the life time value of affiliate partners and improve the profitability of their gaming products.

Chris Underhill, CEO, smartFOCUS, added: “Online gaming business’s equipped with the right marketing solutions are well placed to succeed in a shift in focus onto retention and customer relationship management. The Virgin brand has a rich history of being at the leading edge of marketing practice and Virgin Games is no exception. Armed with a increased understanding of each customer Virgin Games can deliver more accurate and targeted marketing to improve customer management and significantly increase marketing performance.”

Published on: 3:12AM on 13th March 2009