Success Story
In-House Expertise to Guide Bally’s Braze Migration
Tap CXM’s Braze migration experience enabled Bally’s to move 8 ventures and millions of monthly users. Now, they’ve got a user-friendly platform, with a team that’s trained and ready to own it.
Industry
iGaming
Date delivered
May 2025
Length of project
6 months
Solution provided
Understanding customers as individuals, Delivering personalised CX at scale, Connecting Customer Journeys Across Channels
The Project
With their legacy marketing automation platform’s licence nearing its end, Bally’s Corporation decided to move customer engagement to Braze. It’s user-friendly and packed with features for managing iGaming customer journeys. Our mission was to make the migration seamless. This wasn’t just a “lift and shift” Braze migration. We were tasked with setting the platform and team up for long-term success. By embedding our Braze specialists in Bally’s team, we could train them to be confidently self-sufficient.
The Challenge
Migrating enterprise marketing platforms is never plug-and-play. Bally’s team knew what they wanted to achieve from the Braze migration, but they didn’t know Braze. They had:
- A complex setup with 6 UK and 2 Spanish ventures.
- Each venture running 10–20 regular campaigns.
- Data that needed careful mapping from the old system to Braze to handle custom attributes and events.
- Bespoke web personalisation and reward pop-ups that needed to be re-engineered.
- Limited knowledge of Braze features and low confidence going it alone.
- Complex testing requirements to prove the effectiveness of customer bonuses.
There were lots of stakeholders, which added complexity. We worked with Bally’s data, product, marketing and martech teams, CRM managers, and project managers.
The Solution
As Bally’s resident Braze migration experts, we brought structure, speed, and support to an ambitious digital transformation project. Functionally, this looked like rebuilding customer journeys as bespoke Braze canvases and migrating operational and transactional notifications into Braze campaigns. But there was a lot more going on:
- Training the team as we developed new campaigns and functionality.
- Troubleshooting, consolidating, and optimising throughout migration.
- Leveraging webhooks and third-party APIs to deliver personalised experiences.
- Implementing API alerts to catch issues and missed engagement opportunities in real-time.
- Complex IP warming project spanning multiple ventures at once.
- Ongoing involvement in email deliverability calls.
We completed the Braze migration in May 2025.
Separately (but related), we also developed and deployed 65+ canvases in time for new rules around opt-in marketing that came into effect on 1 May 2025. This was a government-mandated deadline to comply with new regulation. By handling it in time and to a high standard, we helped Bally’s avoid the risks of large fines and lost revenue.
The Results
We’re proud to have helped Bally’s not just migrate from one marketing platform to another, but unlock Braze’s full potential:
- 6 UK and 2 EU ventures, each with unique market requirements, migrated on time and within budget.
- 100+ campaigns rebuilt as journeys in Braze’s Canvas feature, creating strategic journey canvases spanning every part of the customer lifecycle.
- 70+ critical notifications re-created in Braze’s Campaign tool, enabling speed and compliance.
- 20+ Bally’s team members across 4 teams mentored and trained in Braze for smooth adoption and long-term success.
- Fewer errors, no email deliverability decline, and faster API issue alerts.
- Back-end optimisations including reporting, workflow improvements, and customer journey logic.
As with any enterprise marketing platform, Braze presents several ways to do the same work. We can confidently say that Bally’s now follows the most efficient and effective approach, with a platform that’s geared for growth
