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Bet365 Selects Optimove as CRM Marketing Solution to Maximize Player Lifetime Value

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The world’s largest online bookmaker is set to partner with the retention marketing leader to scale marketing personalization and drive growth through AI-mapped CRM journeys

Optimove, the leading CRM Marketing solution,  announced it has been selected by bet365, the world’s largest online sports betting brand, to orchestrate and optimize all CRM marketing activities. The powerhouse partnership between the two industry leaders demonstrates bet365’s strategic investment in scaling retention marketing efforts and maximizing player lifetime value as a growth driver for the business.

Optimove’s AI-mapped CRM journeys will allow bet365 to transform its CRM Marketing efforts empowering the sportsbook giant to scale and manage hundreds of player segments, orchestrate realtime and scheduled multichannel campaigns, and measure the incremental value of each player interaction. For the first time since its founding in 2000, the global iGaming leader has turned to a third-party vendor to support its CRM Marketing efforts.

With a Customer Data Platform (CDP) at its core, Optimove offers marketing teams direct access to their customer data to build, test, and optimize hundreds of CRM campaigns weekly. Optimove allows brands to reach their customers with the right message on the right channel by personalizing thousands of campaigns to hundreds of segments. Unlike other technologies that rely on common, rule-based orchestration, Optimove’s AI-driven solutions autonomously determine the next best action for each customer, eliminating marketers’ need to manually map every customer journey.

The scientific approach embedded in Optimove’s CRM Marketing platform will empower bet365 to measure the incremental value of each player interaction. bet365 will gain key capabilities via Optimove:

· Enriched customer profiles: Unifying all historical, predictive, and realtime customer data from sources such as CRM, service clouds, and data warehouses via Optimove to create a comprehensive single customer view.
· Multichannel personalization and orchestration: Orchestrating hundreds of campaigns seamlessly by leveraging Optimove’s AI-mapped CRM Journeys to deliver personalized customer communications across any channel.
· A continuous optimization loop: Leverage Optimove’s productized experimentation tools to measure the incremental uplift of each campaign, journey, and strategy to continuously optimize CRM Marketing performance.

Already working with one in three operators in the EGR Power 50 Ranking, the new partnership demonstrates Optimove’s continuous growth and strong momentum in recent months. In July 2022, the company announced the acquisition of Graphyte, a cloud-based personalization platform built for the sports betting and iGaming industry. In March 2022, Optimove acquired Kumulos, a personalized mobile marketing solution, following its September 2021 $75 million investment led by Summit Partners.

“bet365 continue to build an industry leading sports and gaming product, and the business believes the time is right to complement the platform with best of breed third party technology,” said Alex Sefton, Chief Marketing Officer at bet365. “With Optimove we have done just this. This deal heralds a change in direction for bet365, but also the start of a long-term partnership working with Optimove to grow our business. We are at the start of something genuinely exciting for bet365 and I don’t think we could have found a better partner.”

“We’re thrilled to be selected by bet365 as their CRM Marketing solution,” said Motti Colman, Senior Director of Sales at Optimove. “Working together, this is a true super team. As a company that is known for keeping most of its tech in-house, this is a huge move by bet365 to go out to a third-party provider. We’re proud to have been chosen and humbled by bet365’s belief in our ability to deliver. I am certain that the work we accomplish together over the coming years will be groundbreaking and will help catapult bet365 into a new era of growth.”

 

  • How did this partnership come to be?

Motti Colman: “We’ve been speaking to bet365 on and off for 5 years, but they’ve always had other priorities and now the time is right.”

  • What are the goals for bet365 working with Optimove? What are they looking to achieve?

Motti Colman: “Their primary driver was the desire to put their customer first.  In doing so they are looking to learn more about their customers and improve all the related KPIs.  The upshot of that will lead to increased customer loyalty.”

  • Do you think this partnership will impact the iGaming space as a whole?

Motti Colman: “Clearly bet365 investing time and money into MarTech will definitely have an impact. Despite all the M&A activity around them, they still remain the biggest brand in the industry and other companies definitely take note when they make big strategic moves.”

  • What’s next for Optimove in the industry? Is there room for growth still?

Motti Colman: “Despite our huge presence in the space, the area where we see the most opportunity is at the top end of the market.  It’s the traditional Tier 1s that are often a lot slower to adopt advanced technologies, but as we have shown with this collaboration, if an operator is open minded to the possibilities that exist, we can dramatically enhance their customer marketing capabilities.”

Optimove will be exhibiting at SBC Barcelona, September 21-22, Stand F7.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Flashscore expands Follow Player feature to basketball and ice hockey NBA and NHL stars

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  • New Follow Player feature lets fans track their favourite basketball and ice hockey players with real-time notifications, including NBA and NHL

  • The NBA competition page received over 1.1 billion opens last season alone, demonstrating the market appetite for more detailed match statistics fans want to access

  • This follows the launch of the platform across football in September, activated by 1.3 million fans so far

Flashscore, the world’s most popular live scores and sports news app, has expanded its Follow Player functionality to basketball and ice hockey, allowing users to get real-time updates on their favourite basketball and ice hockey stars in the NBA, NHL and other leagues.

The launch follows the success of the feature for global football fans, launched in September. Within two months of being launched, 1.3 million fans are actively using Follow Player for football, averaging five players each, resulting in around 6.5 million player favourites.

The enhancement allows Flashscore’s 100 million-plus monthly users to add up to 100 of their favourite players to receive personalised notifications. Updates include alerts on whether a player is in the starting lineup, their in-game stats like goals and assists, and post-match performance ratings.

The expansion comes as Flashscore data reveals huge user engagement with the NBA and NHL during the 2024-25 season. In the last NBA season, there were more than 1.1 billion match detail opens across 1,316 games, with an average of around 320,000 users per match.

The most-followed team was the Los Angeles Lakers, attracting an average of 515,000 users to their games. In ice hockey and the NHL, last season saw more than 783 million match detail opens across 1,420 games. The Washington Capitals were the most popular team, with an average of 390,000 users per game.

Company data shows basketball and ice hockey are among the most popular sports with Flashscore users, beyond only football and tennis.

Tomáš Pondělík, Chief Product Officer at Flashscore, said: “Following the hugely successful launch of Follow Player for our football fans, expansion to Basketball and Ice Hockey is the next logical step. Fandom is evolving, and we’re seeing a significant shift from fans, especially with the younger generation, following only their favourite teams to a deeper interest in individual players. We see the same trend in basketball and hockey, where superstars often have a global following that transcends team loyalties. Being able to offer our users the chance to follow real-time updates from their favourite football, basketball and ice hockey stars sets Flashscore apart from other live scores apps.

“Our community has been asking for this feature, and the data shows a clear appetite for in-depth information. With Follow Player now available for basketball and ice hockey, fans can track their heroes in real time with the fast, non-intrusive notifications they expect from us. We’re already working on adding more meaningful player data to give fans a richer understanding of performance, and this is just the beginning.”

The post Flashscore expands Follow Player feature to basketball and ice hockey NBA and NHL stars appeared first on European Gaming Industry News.

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BC.GAME Releases “Tim & Larry”

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BC.GAME has released Tim & Larry, a new in-house developed slot combining traditional video slot mechanics with a cartoon-inspired theme centered around a kitchen standoff between a cat and a mouse. The game features high volatility, a theoretical RTP of 96.91%, and a capped maximum payout of 15,000× the base bet.

The base game operates on a five-reel layout set inside an animated fridge. Special features include two types of expanding wild symbols:

Food Duel wilds expand to cover full reels and reveal one of two randomly drawn multipliers (up to 200×), which are additive when multiple wilds participate in the same win line.

Tim’s Presents symbols also expand, trigger between 1 and 6 random wilds across the board, and apply a multiplier to wins in which they’re involved.

Only one special symbol type can appear per spin (Food Duel, Tim’s Presents, or Bonus Scatter), making each event discrete and easier to track during gameplay.

The game includes a progress mechanic linked to Tim’s Presents. Each piece of cheese dropped adds one point to a meter; once it reaches 25 points, players receive a Tasty Spin, in which all symbols are replaced with fixed-value cash symbols ranging from 0.2× to 500× the bet.

Cheese collected beyond the 25-point threshold carries over to the next cycle. Meters are tracked independently for each bet level.

Two Bonus Modes with Distinct Paths

The game includes two Free Spins modes, each unlocked by a different number of Bonus Scatter symbols:

Diner Fight (3 Scatters): Features elevated rates of Food Duel and Tim’s Presents, with progression unlocking higher-value Tasty Spins.

BBQ Mayhem (4 Scatters): Focuses on collecting cheese-born wilds to unlock stages with guaranteed Food Duel spins (up to 5), offering more burst-style potential.

Each mode provides a clear structure, allowing players to choose between gradual buildup or concentrated payout rounds.

Tim & Larry is now live across the BC.GAME platform and available for all supported jurisdictions. Players are advised to review game rules and volatility details before engaging with high-risk features such as Max Win Shot.

The post BC.GAME Releases “Tim & Larry” appeared first on European Gaming Industry News.

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Kambi Group plc agrees Turnkey Sportsbook partnership with Dutch online operator Betnation

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Multi-year agreement will see the home of premium sports betting solutions deliver its market-leading online sportsbook to Betnation in the regulated Netherlands market

Kambi Group plc (“Kambi”), the home of premium sports betting solutions, has agreed a multi-year partnership with Dutch online operator Betnation to deliver its comprehensive Turnkey Sportsbook solution in the regulated Netherlands market.

Under the terms of the partnership, Kambi will power Betnation’s online sportsbook offering with its award-winning end-to-end sportsbook technology and services, including robust betting engine, advanced trading and risk management capabilities and regulatory compliance expertise.

Having successfully operated an online casino in the Netherlands since October 2022, Betnation will leverage Kambi’s proven turnkey capabilities to expand its presence in the online sports betting vertical.

With more than 50 partners globally, Kambi’s Turnkey Sportsbook has become the sportsbook of choice for operators in regulated markets — combining global scale, cutting-edge technology and flexibility to drive growth, ensure stability and deliver market-leading performance. Kambi’s Turnkey Sportsbook also offers an extensive range of operator empowerment tools, including price differentiation and player engagement solutions, which enable partners to stand out in competitive markets and deliver a unique sportsbook experience for their players.

Werner Becher, CEO of Kambi, said: “We are delighted to agree this partnership with Betnation as we strengthen our position as the sportsbook partner of choice for operators in regulated betting markets. As Betnation embarks on its next phase of growth, Kambi’s Turnkey Sportsbook solution offers the flexibility, scalability and performance needed to compete in highly competitive markets like the Netherlands, and we look forward to supporting our new partner’s success.”

Robert Schouten, CEO of Betnation, added: “Kambi’s reputation for excellence, cutting-edge technology and a commitment to regulated markets made them the natural choice as our new sportsbook provider. Their technology and expertise will enable us to provide our customers with a premium betting experience that matches the high standards they already expect from our online casino product.”

The post Kambi Group plc agrees Turnkey Sportsbook partnership with Dutch online operator Betnation appeared first on European Gaming Industry News.

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