OtherLevels
- Founded
- 2014-01-01 in Brisbane, Queensland, Australia
- Headquarters
- Brisbane City, Queensland, Australia
- Phone
- (415) 697-2130
OtherLevels is a B2B technology company that uses generative AI and machine learning to transform standard text-based marketing content into personalized video and rich-media experiences. Founded in 2014 and headquartered in Brisbane, Australia, the company operates exclusively in the iGaming, sports betting, fan engagement, and lottery sectors. Its cloud-based platform connects with existing CRM and outbound marketing channels, enabling operators to create highly contextual, one-to-one customer journeys at scale across acquisition, affiliate, CRM, and in-session touchpoints. By blending real-time event data with behavioral insights, OtherLevels can produce automated video messages in more than 30 languages. The company has offices in Europe and the United States, employs between 11 and 50 people, and is privately held. It positions itself as a transformation layer that helps operators move from generic push notifications to engaging, human-like interactions that drive retention and revenue.
Detailed Review
Business Model and Platform
OtherLevels provides a SaaS-based experience platform that ingests operator CRM data and live match/event data, then applies machine learning to generate a personalized “digital twin” for each customer. The platform’s generative AI layer converts those individual profiles into on-brand video and rich-media assets, which are delivered via push notifications, email, SMS, web push, or in-app messages. The system is designed to operate in real time, making it possible to serve a personalized highlight or offer while a sports event or gaming session is still underway.
Functional Modules
The platform is structured around four functional channels: Acquisition (supercharging brand campaigns with explainer and entertainment videos), Affiliates (creating differentiated offers for partner promotion), CRM (integrating with existing outbound marketing tools to send personalized video messages), and In-session (serving contextually relevant experiences during live play). OtherLevels also offers its own library of sports and iGaming content models, or clients can upload their own brand assets.
Key Differentiator
A key differentiator is the use of “other” data points—such as a user’s past bets, favourite team, recent game behaviour, and time zone—to craft a single, unique video that speaks directly to that individual. The AWS case study notes that the platform can create a hole-by-hole golf replay or a detailed stats card for a specific football player, all generated in milliseconds. This approach helps operators cut through noisy push environments and increase engagement metrics such as click-through rates and session frequency.
Market Position and Competitors
OtherLevels competes with other personalization and CRM automation providers focused on the regulated gambling vertical. The company’s headcount (11–50 employees) and its emphasis on generative AI position it as a niche, agile player rather than a broad enterprise platform vendor. Its alignment with AWS (the case study is an ISV success story) suggests a cloud-native infrastructure that scales easily.
Company History and Leadership
Founded in 2014 in Brisbane, Australia, OtherLevels remains headquartered there with additional offices in Europe and the United States. The company is privately held. Key leadership includes CEO Brendan O'Kane and CTO Graham Merrett, as confirmed by LinkedIn and an AWS case study respectively. No founder(s) are publicly identified on available sources.
Key Products
OtherLevels Experience Platform
Core SaaS product that transforms text-based personalisation into 1:1 video and rich-media experiences using generative AI and ML, operating across acquisition, affiliate, CRM, and in-session channels.
Acquisition Module
For creating personalised video campaigns aimed at attracting new players.
Affiliate Module
Allows affiliates to generate dynamic video content featuring current offers and promotions.
CRM Module
Enables existing CRM/outbound marketing channels to send personalised video messages with minimal integration.
In-session Module
Generates real-time personalised experiences (e.g., game highlights, live offers) delivered during a sports event or gaming session.
Offices & Headcount
30 employees (approx.)