The Magic Behind BOYLE Sports' Marketing

BOYLE Sports doesn’t do stillness. Not in sport. Not in betting. And definitely not in marketing.

As Ireland’s largest independent bookmaker, with over 300 shops and a growing online presence, the team knew static marketing wasn’t cutting it anymore.

“The problem we see—and particularly that I see as a consumer of marketing—is it’s very, very static. Very motionless."

‍— Neil Wright, Customer Engagement Technology Senior Manager

BOYLE Sports partnered with Movable Ink alongside Adobe to bring live data straight into the inbox, with content that updates in real time based on what’s happening right now.

Across campaigns, they used:

• Real-time odds and returns
• Customer balances and currency (EUR and GBP)
• Behavioral signals (polls, engagement, progress)
• Dynamic headlines and calls to action

All powered by a single build, not hundreds of versions.

"The key takeaway here is that every single email that we sent was personalized to the customer. That is one email. One Movable Ink setup. One send.”

— Neil Wright, Customer Engagement Technology Senior Manager

ACCA (Accumulator) Rewards was simple by design: the more selections a customer added to their accumulator, the bigger their percentage boost.

Using Movable Ink’s Live Odds integration, BOYLE Sports showed:

• Real-time returns
• Live percentage boosts
• A direct click into a pre-filled betslip

Everything recalculated at open.

The success didn’t stop at email. The same experience rolled into mobile and even inspired similar journeys across social channels.

“As soon as the customer opened the marketing piece, the Live Odds API was called…and dynamically displayed the return and the percentage boost.”

— Neil Wright, Customer Engagement Technology Senior Manager

Cheltenham isn’t just another event. It’s the event.

Seven weeks long. Hundreds of possible customer statuses. Over 500 creative variations when you factor in progress and currency. No one wanted to build that manually.

BOYLE Sports partnered with Movable Ink so each email reflected exactly where a customer stood, whether they qualified that week, dropped off halfway through, had just joined, or hadn’t engaged yet (with a little extra incentive to give them a nudge).

"If I told my creative team to build 508 images, they would’ve hated me.”

— Neil Wright, Customer Engagement Technology Senior Manager

For Euro 2024, BOYLE Sports skipped the generic pre-tournament offer and asked customers one simple question: Who do you think will win?

That poll did more than collect opinions. It shaped every message that followed.

As matches kicked off, content updated automatically using a Live Odds API, showing upcoming games, removing finished ones, and carrying personalization all the way through the tournament.

The hardest moment in betting? Getting that first deposit.

After a joint strategy session, BOYLE Sports and Movable Ink focused on one goal: guiding customers step-by-step to qualification.

Using a real-time progress tracker:

• Customers visually saw how close they were

• CTAs shifted based on exactly what action was missing

• Progress updated live as actions were completed

"We didn’t want another list of campaigns. We wanted to align on where we could personalize the customer experience better.”

— Neil Wright, Customer Engagement Technology Senior Manager

• Motion beats static. If your product moves, your content should too.
  
  
• One build can do a lot. Dynamic content saves teams from version chaos.
  
  
• Show progress visually. People finish what they can see.
  
  
• Use engagement as fuel. Polls work.