Fantasy Sports
Underdog Fantasy Elevates CRM Marketing with Optimove’s AI-Powered Capabilities
Underdog Fantasy announced it has selected Optimove, the leading CRM Marketing platform for the iGaming sector, as the brand’s solution for AI-led segmentation, orchestration, and personalization at scale.
Underdog Fantasy has enhanced its CRM marketing strategy with Optimove’s advanced AI marketing capabilities, reducing the complexity of large-scale marketing operations.
Underdog Fantasy gains four vital capabilities from Optimove’s CRM Marketing solution that underscores its commitment to elevate player experiences:
- In-depth customer insights: access unified customer data to create as many creative customer segments as they desire without relying on other teams.
- Smart Orchestration: freed from manually mapping every customer journey by combining AI with business rules for smart multichannel orchestration.
- Enhanced marketing attribution: measure the incremental impact of each message along the customer journey, enabling true multitouch marketing attribution.
- Personalization at Scale: empowered to personalize each marketing message’s audience, channel, and content levels with seamless and scalable tools.
Underdog Fantasy’s platform is available in 41 states and Canada, making it a significant competitor in the fantasy sports landscape.
“We are honored to be chosen by Underdog, a clear leader in fantasy sports. They are a dynamic company in the sports iGaming industry. We are excited to support their strong momentum and rapid growth with our tools and capabilities. We will empower Underdog Fantasy in delivering personalized, tailored experiences to each player based on their preferences and needs. Our advanced AI-driven features align perfectly with Underdog’s growth-focused approach. Our comprehensive CRM marketing solution, enhanced by four cutting-edge AI capabilities, is geared to ensure Underdog Fantasy creates highly personalized customer journeys, fosters loyalty and trust, and maximizes the players’ lifetime value,” Tomer Imber, Senior Director of Sales at Optimove, said.
“Optimove’s advanced AI-driven marketing solutions will help empower us to create tailored, meaningful journeys for each player, building trust and boosting loyalty. It supports commitment to providing the best experience for our players. As we continue to grow and expand our presence in the sports gaming industry, we recognize the importance of enhancing our capabilities to meet players’ growing expectations and prevent marketing fatigue,” Liz Marro, Chief Marketing Officer at Underdog Fantasy, said.
PrizePicks, the leading sports entertainment operator in North America, announced that it has launched its innovative peer-to-peer fantasy sports contest in New York. Players across the state can now compete in engaging leaderboard style fantasy sports games.
“Returning to New York is a testament to the state’s commitment to embracing innovative gaming products,” said Nick Zabriskie, SVP of Government Affairs, PrizePicks. “Players deserve a competitive landscape, allowing them to engage with their favorite contests in a regulated environment. We’re excited to bring our games back to sports fans who have eagerly been awaiting our return and to extend our footprint in the Empire State.”
In October, PrizePicks was awarded an interactive fantasy sports license by the New York State Gaming Commission. New York is the 16th state to formally ratify PrizePicks’s fantasy contests as games of skill under its interactive fantasy sports rules.
As PrizePicks continues to expand to new markets, investment into Responsible Gaming remains a key focus. In 2025, PrizePicks was awarded iCAP accreditation by the National Council on Problem Gambling (NCPG) for its Responsible Gaming practices and efforts, becoming the first and only fantasy sports operator to earn the certification.
The post PrizePicks Returns to New York appeared first on Americas iGaming & Sports Betting News.
Arizona
Arizona Department of Gaming Marks Fifth Super Bowl of Legal Sports Betting — November Wagers Top $965M
The Arizona Department of Gaming today highlighted a major milestone: the upcoming Super Bowl will be the fifth played under Arizona’s legal, state-regulated sports wagering framework. Since regulated event wagering launched in 2021, Arizona’s oversight—guided by state law and Tribal-State Compacts—has aimed to protect consumers, preserve integrity, and generate public revenue.
Key November 2025 figures: strong wagering growth
In its latest monthly report, the Department said Arizona bettors wagered approximately $965 million on sports and events in November 2025 — about a 7.5% increase versus November 2024. The state collected roughly $5.5 million in privilege fees for the month.* Fiscal year-to-date privilege fees total $26.3 million (about $25.7M from event wagering and $637,399 from fantasy sports).
Arizona also recorded its highest monthly event wagering in October 2025 with $967,141,269, and the second-highest in November 2025 with $965,233,844.*
Regulated framework and consumer protections
Arizona’s regulated model requires licensed operators to follow statutory rules, Tribal-State Compacts, and ongoing regulatory oversight. The Department conducts audits, compliance reviews, and integrity controls designed to prevent fraud and illegal activity. Licensed event wagering operators remit privilege fees, calculated as a percentage of gaming revenue — with 90% of those fees directed to Arizona’s General Fund to support state programs and priorities.
There are currently fourteen licensed event wagering operators approved to offer wagering in Arizona, each subject to ongoing Department review and potential audit adjustments.
Responsible play and support resources
The Department emphasizes the importance of using state-licensed event wagering and fantasy sports apps or retail locations. For guidance and safety tips, players are encouraged to visit Check Your Bet at gaming.az.gov/checkyourbet.
For individuals and families affected by problem gambling, the Department’s Division of Problem Gambling offers confidential, subsidized treatment and resources statewide at problemgambling.az.com.
* Disclaimer: Monthly operator figures are self-reported and subject to adjustment after Department audits and review. The Department does not guarantee the final accuracy of the self-reported totals.
The post Arizona Department of Gaming Marks Fifth Super Bowl of Legal Sports Betting — November Wagers Top $965M appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
FanDuel, North America’s premier online gaming company, is introducing FanDuel Picks, a new peer-to-peer fantasy sports product. FanDuel Picks offers fans a simplified way to engage with their favorite athletes and a chance to win up to 1000x their entry fee by building lineups and selecting whether the athletes will beat their projected stats during games. Customers new to FanDuel Picks who play $5 will get $60 in bonus funds.
With FanDuel Picks, customers can pick three to six players, select “more” or “less” on the players’ projected stat lines and set their contest entry amount. Customers earn points for every correct selection, and customers with the highest score win a share of the prize pool.
“Just in time for NFL season, we are excited to bring fans a social way to engage with the sports and athletes they love with the launch of FanDuel Picks. The ‘more’ or ‘less’ selection model offers a streamlined fantasy sports experience, and we look forward to offering our customers another way to interact with games this season,” said Rob Cullen, FanDuel Picks General Manager.
FanDuel Picks is now available in 17 states, including Alabama, Alaska, Arkansas, Georgia, Minnesota, Missouri, Nebraska, New Hampshire, New Mexico, North Dakota, Oklahoma, Oregon, Rhode Island, South Dakota, Texas, Utah, and Wisconsin.
The post FanDuel Debuts New Peer to Peer Fantasy Product “FanDuel Picks” in Select States appeared first on Gaming and Gambling Industry in the Americas.
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