Axom Gaming Secures 888AFRICA Partnership After Trial Delivers Sequential Revenue Gains to 18 Percent
TL;DR — Axom Gaming partnered with 888AFRICA after a three-month trial of its decisioning platform drove incremental net revenue from 2% to 18%. The AI layer processed billions of data points to refine individual customer actions across African regulated markets. Deployment now expands to the full CRM estate.
SCCG Take — The sequential uplift metrics show operators can extract material gains from existing CRM infrastructure via targeted automation before expanding headcount.
Axom Gaming has announced a partnership with 888AFRICA. The agreement follows a three-month trial of the decisioning platform across selected audience cohorts in the operator’s online sportsbook and casino brands.
The technology orchestrated customer journeys and next-best-action recommendations at the individual player level. It processed billions of behavioural and transactional data points during the deployment.
Results showed incremental net revenue of 2% in the first month, 7% in the second month, and 18% by the end of the trial. Performance improved as the system learned and self-optimised against the operator’s existing CRM approach.
Axom Gaming, formerly ibex.ai, supplies an AI layer that augments existing CRM platforms to improve decisioning and maximise customer lifetime value. The partnership extends the platform across 888AFRICA’s CRM estate in regulated African markets.
Measured Commercial Returns
The trial established concrete gains from automated segmentation and journey orchestration. Those gains replaced manual processes and supported more effective use of current marketing resources.
Direct Statements
Danny Rippon, CEO of Axom, said: “Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA. We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group. The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”
Martin Nieri, founder and CMO at 888AFRICA, added: “888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial. Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency. We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”
The collaboration was reported by G3 Newswire.
Reporting: G3 Newswire
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
The sequential revenue climb proves AI can extract real margin from existing CRM before you add headcount or spend.
We have worked in nearly every regulated African market and across hundreds of CRM deployments globally. This partnership shows how operators can wring material lift from infrastructure already in place — automation first, expansion second. That sequencing matters when capital is finite and growth targets are not.
- Incremental net revenue grew 2% → 7% → 18% over three months as the system self-optimized
- Axom's AI layer processes billions of behavioral data points to orchestrate next-best-action at individual player level
- 888AFRICA now scales the platform across its full CRM estate in regulated African markets
SCCG angle: SCCG has deployed CRM optimization strategies with regional operators and decisioning platforms in African markets. We connect operators to the right automation partners and help structure pilot frameworks that prove commercial lift before full rollout, using our network across regulated jurisdictions and technology providers.
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