Dench eGaming Solutions, a turnkey gaming platform supplier to the iGaming industry announced today that it is the main driver behind the revamp of the 138 brand in UK.

The deal represents a full operational migration of 138 brands to the Dench Core platform. Both companies are determined to revitalize the gaming brand through the introduction of more modern and flexible technology and new features that will drive company’s distinguished player experience.

Committed to innovation and increased value, 138´s future strategy is based on delivering an innovative online experience that ensures customers return repeatedly. From a unified back office, Dench Core will provide more intuitive user management, advanced BI instruments delivering advanced analytics while considering all the regulatory requirements towards KYC and responsible gaming. The marketing tool Giselle V.2 will help 138 capture customer data in real time and structure it intelligently in more than 150 KPIs. Marketing initiatives will be organized through event-driven bonus automation scenarios and will include in house built communication tools deeply embedded in the campaign process.

Darren Howland commented: ‘We believe that the best opportunity to create a sustainable competitive advantage is through a redefinition of our core operational process and a greater focus on player relationship management. As such, we looked for a technology partner, which bridges the gap between core platform features and sophisticated campaign management tools. We needed software that allows us to share customer insights across different global teams and customize the experience down to the individual player while eliminating the overreliance on third-party providers.’