Consultancy, support and custom capabilities for a global entertainment guru

Although they operate some of the world’s favourite online casino platforms, Gamesys Group, part of Bally’s Corporation Group, doesn’t gamble on growth.

The Project

  • Consultancy - targeting customers and prospects
  • Implementation – targeting customers and prospects

TAP CXM has been part of the Gamesys team since 2018. Our embedded expertise delivers unique Adobe Campaign customisations across the Gamesys ecosystem, plus ongoing database marketing consulting and technical support to keep them ahead of the game.

The Process

There are 4 unique Adobe Campaign projects that exemplify our work together:

  1. Custom external campaign functionality

TAP built a custom package of workflows, schemas and input forms, plus the user-friendly web app Gamesys teams use to create campaigns quickly and efficiently for selected use cases.

They can upload a target list, detail campaign information, personalise delivery copy, proof the campaign, and launch right from the user-friendly web app.

Simplified access is via a web-based Adobe Campaign login. Users don’t need development knowledge or special Adobe Campaign training.

  1. Bespoke reporting dashboard

Gamesys’ custom reporting dashboard incorporates all the high-level marketing information internal teams need to analyse campaign performance.

By aggregating Adobe Campaign data on a user-friendly dashboard, our custom solution makes it easy for Gamesys to:

  • Analyse campaign performance
  • Filter down through the data
  • Cross-analyse campaigns

Plus, the TAP Adobe Campaign Audit System flags errors immediately.

  1. Tailor-made AB testing

TAP enhanced the Message Centre implementation at Gamesys to allow the client to A/B test on transactional messages – not just scheduled campaigns – a function that isn’t possible as an out-of-the-box Adobe Campaign solution.

A/B testing allows Gamesys to evaluate the effectiveness of their transactional messages. Rather than rolling the dice, they’re stacking the odds in their favour by gathering usable data from multivariate messaging tests.

  1. Personalised multichannel journeys

Gamesys use a customer-facing Adobe Campaign web app powered by complex logic to deliver offers, prize flows and behaviour-based journeys.

Our custom solution simplifies how personalised journeys reach customers, generating better engagement.

As part of the Gamesys team, TAP splits our expertise into consultancy and support.


The Gamesys team is bursting with innovative ideas to improve their online platforms for the 712,334 active monthly players.

Our Adobe Campaign expertise helps prioritise, scope, design and implement the ideas that grow Gamesys and train internal teams to get the most out of Adobe Campaign.


Keeping 12+ platforms like Virgin Casino, Jackpotjoy, Monopoly Casino, and Botemania running smoothly requires vigilance and efficient error resolution.

We provide Gamesys teams in the UK, USA and Europe with regular support via a helpdesk system.

As Gamesys grows in the US and Europe, we’re betting exciting things are in the pipeline.

From more intelligent email capabilities to explosive international growth, TAP is thrilled to be part of the Gamesys team in this exciting growth period.

Our success is testament to TAP’s brilliant and capable team, who we’ve worked with for four years. Through their support and training, we now manage the day to day in-house but lean on TAP for bigger thinking and complex technical support. We have a great relationship and they truly are an extension of our own team. With TAP, whoever we speak to, we know they can and will get it done.

Melissa Wightwick, Head of Retention Capabilities, Gamesys

Got an idea? Talk to us about it