KingMakers has formed a deal with marketing and analytics platform supplier, Intelitics, in order to power the customer acquisition program for its BetKing brand.

The collaboration sees Intelitics provide its data-driven products so that the operator can manage all affiliate and paid media activity. This includes real-time media campaign monitoring and player tracking.

Neil Bothma, CEO at BetKing Nigeria, commented: “BetKing is one of the fastest-growing sportsbook brands in Africa and we want to ensure that all customer acquisition is being guided by data to ensure we are achieving the absolute best results and ROI.

“In Intelitics we have a platform provider that can deliver this insight in real-time allowing us and our affiliate partners to maximise customer acquisition campaigns. This is a major deal for us, and we look forward to working closely with the Intelitics team.”

Furthermore, the firm will also allow BetKing’s affiliate partners to access real-time data and analytics as well as ‘flexible pixel tracking’, allowing for such enterprises to manage their own campaigns whilst monitoring its effectiveness.

Moreover, the sports betting company has recently emerged in ‘key’ African markets, namely Nigeria, Kenya, Ethiopia and is set to soon launch in Ghana, whilst the deal marks Intelitics’ debut into the African market.

Allan Petrilli, VP of Sales and Growth at Intelitics, added: “We are proud to have been selected by KingMakers to power the customer acquisition efforts for its incredibly popular BetKing brand as it continues to drive growth across key African markets.

“Our platform has been designed so that it is easy to manage and use for both operators and affiliates, with unrivalled access to real-time data at its heart. This gives operators and affiliates the power to see how their campaigns are performing and adjust course if need be.

“It is great to have made our debut in Africa with such a prestigious operator partner and we look forward to strengthening our position in the region over the coming months.”