# How NYRA uses Optimove

**10%**: “10% growth in Live Customers’ Future Value”

As published on [optimove.com](https://www.optimove.com/resources/case-studies/nyra). Captured by usedby on 2026-10-08.

- Company: [NYRA](https://www.usedby.ai/companies/nyra.md)
- Tool: [Optimove](https://www.usedby.ai/tools/optimove.md)
- Teams: CRM, Marketing, Operations

## What the story says

NYRA's CRM team uses Optimove to segment players by lifecycle stage using customer attributes and predictive data, automate lifecycle-based campaigns, and run A/B tests with control groups. They also orchestrate email, real-time and Facebook campaigns and use it for reporting and analysis.

Summary written by usedby from the source page, in English. The figures are those of Optimove and NYRA, not ours.

> NYRA’s Activation Rate, calculated as the migration rate from the Non Depositor lifecycle stage to the New lifecycle stage, grew by 54%.

- **54%**: “54% improvement in Activation rate”
- **98%**: “98% of campaigns are automated”
- **95%**: “95% of campaigns leverages A/B testing”
- **41%**: “Nowadays, 41% of NYRA's segments include 500 customers or less, resulting in highly relevant customer communications.”

> Before Optimove, our team was not able to increase the volume of campaigns and scale CRM marketing. Using Optimove, it was easy to develop Lifecycle based, AI-driven campaigns. We now consistently communicate with customers based on realtime and predictive behavior, targeting each player with personalized offers that are relevant to them
>
> Jennifer Bayer, Director of Marketing, NYRA Bets

## What usedby checked

We compared the story with its live page on 2026-10-08.

- Checked: the figure 10% is printed word for word on the page, near the name of NYRA.
- Checked: the passage quoted above is copied word for word from the page, near the name of NYRA.
- Checked: NYRA uses Optimove. Confirmed line. Latest check across sources: 2026-10-08.
- Not checked: the result itself. We quote it; we did not measure it.

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Source: https://www.usedby.ai/case-studies/nyra-optimove · How we check: https://www.usedby.ai/methodology