3radical collaboration with Digital Alchemy

19 June 2024

Electric Guitar PLC

("Electric Guitar" or the "Company")

3radical announces collaboration with Digital Alchemy

Electric Guitar PLC (LSE: ELEG), the digital marketing and advertising company providing first-party data solutions, is pleased to announce that 3radical Limited ("3radical"), its primary operating subsidiary, has agreed a strategic collaboration with Digital Alchemy to help drive client acquisition and engagement.

3radical, a leader in gamification and audience engagement solutions, and Digital Alchemy, a global marketing automation consultancy based in Asia-Pacific and North America, will collaborate to deliver comprehensive and personalised engaging marketing solutions. This partnership will further strengthen 3radical's existing presence in Asia-Pacific and enhance its relationships with its client base, as well as attract and retain new clients by leveraging Digital Alchemy's expertise in marketing automation and its robust technological partnerships with Salesforce, Adobe, SAS, Braze and HCL.

By pairing 3radical's Software as a Service platform, 3radical Voco ("Voco"), with Digital Alchemy's ability to implement and support hyper-personalisation strategies at scale, clients will be able to increase engagement and generate valuable first-party data. This integration allows data generated by 3radical to help inform Digital Alchemy's AI powered decisioning engine to deliver the right promotion or content to customers. This will embed 3radical more deeply into its clients' strategies, providing data-driven solutions to enhance customer engagement, satisfaction and retention. By leveraging real-time data and interactive gamification techniques, clients can build stronger relationships with their audiences and achieve higher marketing returns on investment.

John Regan, CEO of Electric Guitar, commented: "We are thrilled to be collaborating with Digital Alchemy. Its expertise in marketing automation, combined with its strategic partnerships, particularly in Asia-Pacific, enables us to offer even more powerful and engaging solutions to our clients.

"This collaboration marks an important step in our mission to build a global technology business focused on first-party data."

Chris Tew, Country Manager for Digital Alchemy, commented: "Delivering gamified marketing campaigns that can be highly personalised, based on the customer journey and also specific customer attributes, creates a meaningful improvement in customer engagement and a realistic method of gathering additional first-party data. This fits in perfectly with Digital Alchemy's approach to delivering value to its clients."

For further information:

Notes to Editors

Electric Guitar PLC (AIM: ELEG) is the provider of first-party data solutions for the marketing and advertising industry, empowering businesses to realise the value of their first-party data. In an era of changing consumer attitudes towards the use of their data, tighter privacy legislation, and the demise of third-party cookies, first-party data is now the key to success in digital marketing. Electric Guitar's strategy is to acquire and scale businesses that help marketers maximise the value of first-party data by curating, managing, and deploying it, and in doing so making Electric Guitar the industry standard for first-party data solutions. As the first part of this strategy, Electric Guitar has acquired 3radical Limited, a company that utilises its Software as a Service platform, 3radical Voco, to enable organisations to engage individuals and request their data directly using interactive digital experiences.

For further information please visit www.electricguitarplc.com.

About 3radical

3radical provides businesses with gamification and audience engagement solutions through its Voco platform. The company helps brands create compelling, interactive experiences that captivate and retain customers, driving deeper engagement and measurable business outcomes.

About Digital Alchemy

Digital Alchemy is Asia Pacific's leading marketing automation services provider. Founded in 2003, the company specialises in hyper-personalised marketing strategies to help brands stay ahead of their competitors. The company offers innovative solutions to enhance customer engagement, loyalty, and revenue.