Séamus Nolan, CRM Strategy Manager at evoke, is helping reshape how personalized marketing comes to life in gaming. From building event-driven journeys around live football updates to using dynamic content that adapts in real time, his work is focused on creating experiences that feel timely, relevant, and built around the player.
Keep reading to see how Séamus' team evolved beyond static campaigns, why creativity and CRM are his biggest marketing advantage, and the advice he’d give marketers starting their own personalization journey.
1. Favorite project you’ve worked on recently?
Our free to play football game "Final One Standing" has been a standout. It was one of our first fully event-driven journeys, built around key in-game moments such as team confirmation, progression, and elimination, alongside a wider set of dynamic triggers throughout the game week.
It marked a shift away from static campaigns to a more personalized, event-driven approach, where each touchpoint adapts to the player in real time. It also set the foundation for a broader suite of event-driven campaigns we’ve developed since.
A key enhancement was the introduction of personalized live odds, including pre-populated accas based on the most popular Final One Standing selections each week. This helped drive player conversion from free-to-play into cash activity.
2. How do you describe Movable Ink and its value to your business to another marketer?
For us, Movable Ink is about driving efficiency and relevance at scale. It allows us to deliver more personalized, timely experiences without increasing operational workload.
From a business perspective, that means:
- Less reliance on blanket bonusing
- More efficient spend through better targeting
- Stronger engagement and conversion
- Reduced manual effort through automation
Ultimately, it helps us get the right message in front of the right customer at the right time, while improving both performance and cost efficiency.
3. How has Movable Ink helped you in your career?
It’s played a big role in how I’ve evolved as a marketer. I started in a more traditional CRM setup—static campaigns, manual builds, broad segmentation.
Over the past few years, I’ve shifted into building event-driven, personalized journeys that react to customer behavior in real time. Movable Ink has been central to that transition, helping me think less in terms of campaigns and more in terms of customer experiences.
4. What is your greatest marketing superpower?
Blending creativity with CRM thinking.
My background in graphic design helps me approach campaigns from a creative-first perspective, but with the structure and discipline of data-led marketing. That combination makes it easier to turn complex data into engaging, high-performing experiences.
Having a design background is also a big advantage when working with Movable Ink, as it allows me to fully maximize what’s possible from both a creative and technical perspective.
5. What advice would you give to marketers who want to use real-time, data-driven personalization but don’t know where to start?
Start simple and build from there.
Focus on one use case where timing and relevance clearly matter—like a key lifecycle moment or behavioral trigger. You don’t need perfect data or a fully mature setup to get started.
Prioritize:
- A clear use case
- One or two strong data signals
- A test-and-learn approach
The great thing with Movable Ink is you don’t need fully real-time data or complex event-driven setups from day one. We started with simple manual CSV-based use cases and have progressively evolved over the past few years—integrating APIs and building custom apps aligned to our strategic priorities.
Once you prove the value, it becomes much easier to scale. The key is moving from static messaging to responsive experiences, even in small steps.
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