Rank Group, one of the UK’s foremost gaming and entertainment providers, set out to deepen customer understanding and deliver more personalized and responsible experiences across its digital and in-venue platforms. With customer data scattered across multiple systems and channels, Rank faced a significant challenge: creating a unified, real-time view of customer behavior that could inform both marketing and compliance strategies.
To address this, Rank partnered with Trinet Technologies to modernize their customer intelligence framework. The goal was to consolidate data from all customer interactions—online casinos, mobile gaming, bingo halls, and physical venues—into a centralized platform that could process insights in real time and fuel intelligent decision-making.
Real-Time Insights that Empower Personalization and Protection
Trinet Technologies developed an advanced customer data platform (CDP) tailored to Rank’s omnichannel environment. The platform aggregates and harmonizes customer data across all touchpoints—such as app usage, in-person transactions, gaming patterns, and loyalty behavior—while applying real-time analytics to deliver meaningful insights.
This holistic visibility allows Rank to dynamically tailor promotions, messaging, and in-game experiences based on each individual’s preferences and history. More importantly, it provides timely signals for responsible gaming interventions. The platform can automatically flag anomalies in user behavior, such as excessive playtime or abrupt spending changes, allowing the Rank team to intervene before harm occurs.
With advanced identity resolution and consent management built-in, Rank also ensures that the customer experience is not only personalized—but also secure and compliant with regulatory standards like GDPR and UKGC (UK Gambling Commission) guidelines.
Streamlining Marketing and Strengthening Compliance
The unified customer view has revolutionized how Rank approaches marketing. Campaigns are now segmented more precisely, customer journeys are more relevant, and lifetime value (LTV) has improved across both digital and venue-based experiences.
Using intelligent automation and predictive modeling, Rank can:
- Identify high-value and at-risk customers
- Tailor promotions based on gameplay trends
- Reduce campaign waste by focusing on real-time engagement
- Test and optimize offers dynamically
At the same time, the solution provides Rank’s compliance team with an essential tool for proactive monitoring. By leveraging real-time behavioral data, the company has built a robust framework for promoting responsible gambling, protecting vulnerable players, and maintaining regulatory alignment—all without slowing down the user experience.
“Gaming companies today must walk a fine line between engagement and ethical responsibility. At Trinet Technologies, we design data ecosystems that do both."
Business Impact: Smarter Engagement, Safer Play
The collaboration between Rank Group and Trinet Technologies has led to measurable outcomes across customer experience, marketing performance, and regulatory risk management:
- 360-degree Customer View: Complete, real-time visibility across online and offline channels
- Faster Decision-Making: Data that once took hours to analyze is now actionable within minutes
- Improved Campaign Efficiency: Higher ROI from personalized marketing with reduced acquisition cost
- Stronger Responsible Gaming Controls: Early intervention triggers based on real behavioral patterns
- Increased Customer Loyalty: Seamless, personalized journeys that encourage repeat engagement
Rank now stands at the forefront of intelligent customer engagement in the gaming industry—bridging the gap between personalization and responsibility with precision.
