Q&A Simon Lidzén, FAST TRACK

Co-founder and CEO of FAST TRACK, Simon Lidzén, talks about the need for online gambling operators to be able to run real-time data to better engage and reward players.


ntroducing the only CRM tool for iGaming” was the bold headline when – in December of 2018 – FAST TRACK announced that it was making a core piece of its platform available to the market. “This is the latest effort to further simplify the online casino business from the team known for building leading customer experiences for online casinos such as Metal Casino, Ikibu, Casino Calzone, InstaCasino and Joreels,” said the press release.

FAST TRACK [FT] was promising the industry a new way of working; enabling organisations to deliver “exceptional customer experiences in a more efficient and automated way”.

Co-founder and CEO, Simon Lidzén said: “We have been approached by a large number of operators asking us how we managed to achieve such high conversion and retention rates across our partners. FT CRM is one of the core enablers; with so much interest it is a delight to make the platform available to the industry.”

CIO: Please tell us a little bit more about FAST TRACK.

SL: We started FAST TRACK with the belief that we could simplify the casino business. We wanted to make it easy for anyone who wanted to start their own online casino to get up and running, without having to worry about recruiting skilled technical staff or an experienced operational team.

CIO: Why did you decide to offer your CRM platform as a standalone product to online casino operators?

SL: While working with our partners, our main aim has always been to remove any barriers to creating an amazing customer experience. We quickly found that the CRM tools available to us, and how we had to use them, were part of the problem.

We looked around for a solution and realised if we wanted something that could engage players based on live events and activity, as well as removing inefficient processes, we were going to have to build it ourselves.

FT CRM is the only CRM tool built specifically for the iGaming sector

62 MARCH 2019 CIO

The vast majority of CRM tools available today are built for a different purpose and industry. FT CRM is the only CRM tool built specifically for the iGaming sector. We built this tool for our partners in lack of other options; it is completely designed for the iGaming work process and solves real problems in day-to-day operations.

CIO: What makes your technology cutting edge and innovative?

SL: FAST TRACK CRM acts as a central system from which you can coordinate every part of the customer

journey: emails, SMS, bonuses, loyalty systems etc. It removes the need for dragging and uploading lists which wastes so much valuable time for CRM teams. On the player engagement side, being able to run on real-time data means you can target players exactly in the moment, rather than waiting 24 hours for a report then creating a list and so on. It’s really a tool designed with iGaming businesses in mind, that’s what makes it different.

CIO: Why is it so important for marketers to be able to access data/info in real-time? SL: It is a completely different experience for your customer and creates higher retention and conversion rates.

Maybe your player is having a bad run on a game and you want to give them a few free spins to improve their experience – it makes a big difference being able to credit them at the moment your player is feeling unlucky rather than 24 hours after they have stopped playing.

CIO: What can we expect from FAST TRACK over the next 6-12 months?

SL: We are really happy with how this year has started and see big things for FAST TRACK CRM in the coming months. We are constantly looking at ways we can improve the tool and partner feedback is an important part of that process.

Aside from that our team is growing fast and we look forward to welcoming even more talented people into our FAST TRACK family this year!

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