Axom Gaming has entered a partnership with multi-brand operator 888AFRICA after its predictive intelligence technology delivered an incremental net revenue uplift of 18% during a three-month trial. These results demonstrate the potential of AI-driven customer decisioning to improve player engagement. Additionally, the technology enhances commercial performance across regulated African markets.
AI Decisioning Drives Revenue Growth
During the trial, Axom deployed its decisioning layer across selected 888AFRICA customer groups. It used behavioural and transactional data to determine individual player actions and optimise customer journeys.
The technology generated incremental net revenue growth from 2% in the first month to 18% by the end of the three-month period. Axom said its system processed billions of behavioural and transactional data points. Meanwhile, it continuously learned and adjusted its recommendations.
The partnership will now bring Axom’s technology to 888AFRICA’s growing portfolio of sportsbook and casino brands across several regulated African markets.
Automation Strengthens CRM Performance
Formerly known as ibex.ai, Axom Gaming provides an AI-powered decisioning layer that works alongside an operator’s existing CRM infrastructure. Rather than requiring marketing teams to manually segment large customer bases, the system automates next-best-action decisions at the individual player level.
For 888AFRICA, this approach is expected to improve the performance of its existing CRM capabilities. At the same time, it allows marketing teams to manage a larger customer base without increasing headcount at the same rate.
Danny Rippon, CEO of Axom, said the successful trial demonstrated measurable commercial value. It also provided a foundation for scaling the technology across the 888AFRICA group.
Martin Nieri, founder and CMO of 888AFRICA, said the integration would help the operator improve efficiency and increase NGR. Furthermore, it would scale its customer base by making better use of its existing technology and resources.
The partnership highlights the growing role of AI-driven personalisation and automated decisioning in helping iGaming operators improve customer value while scaling efficiently.
