The company, whose brands include Virgin Casino, Virgin Bingo and Virgin Poker, has purchased the full suite of Smartfocus software including analysis, campaign management and reporting tools to help boost the volume and value of player recruitment.
Smartfocus will also aim to boost the rate of conversion from cashless to cash-playing customers by a targeted 10% per annum.
Virgin Games will be able to profile players and segment by life-stage, value, recency and frequency of play.
Online advertising for Virgin Games is handled by MGOMD with creative done Lean Mean Fighting Machine.
Gaming firms have been ramping up their marketing activity since the advent of the Gambling Act 2005, which allows the gambling industry to advertise on television and radio for the first time, and appear in all media.
"Our existing marketing tools could not cope with the numerous ways that we use to reach our existing customers," said Simon Burridge, CEO of Virgin Games. "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."
Chris Underhill, CEO of Smartfocus, added: "Armed with an increased understanding of each customer, Virgin Games can deliver more accurate and targeted marketing to improve customer management and significantly increase marketing performance."
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