InnovaPlay and Xtremepush Close Deal to Strengthen Player Engagement Across Operators’ Network
InnovaPlay operators will gain access to a fully integrated CRM and customer engagement suite following the company’s second partnership agreement of the year with Xtremepush.
The collaboration enables brands using InnovaPlay to plan, launch, and measure campaigns across multiple channels — including mobile notifications, email, in-app messaging, and SMS — from a single environment.
The integration is designed to help operators respond faster to player behaviour, deliver more targeted campaigns without increasing internal workload, and optimise onboarding flows. It is also expected to reduce the time required to reactivate inactive players and streamline real-time reward delivery, while giving marketing and CRM teams clearer visibility into how players interact across channels, devices, and products over time.
Commenting on the partnership, Shaun Grech, Technical Director at InnovaPlay, said the integration is a direct response to operator demand in recent months: “It makes it easier for our partners to reach the right players at the right moment, using the channels their audiences already rely on”.
Xtremepush’s Director of Partnerships, Robbie Sexton, highlighted the advantages of working with a platform that collaborates with a broad network of operators across multiple regions: “This integration with InnovaPlay means less work and better results for more operators. Through this collaboration, operators can now use our category-leading CRM engine directly without resource-heavy development work, allowing them to design more relevant journeys for individual players in a unified manner”.
Both companies describe the partnership as part of a broader strategy to provide operators with tools that are ready to deploy while remaining adaptable to individual brand needs. Practical use cases are expected to include welcome journeys for new sign-ups, reminders for inactive players, and tailored messaging around key campaigns.
