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Xtremepush has launched XpertOS, an AI platform positioned as an “operating system” for CRM teams in iGaming and other regulated industries. The company said the product is available immediately for existing Xtremepush customers, with integrations and scaling available for new partners.

Xtremepush said XpertOS is built around a compliance-first architecture and a visual “Control Room” showing approval gates and interaction logging for auditability. The platform is structured as a three-tier offering: “Xpert Assistant” for ideation and strategy planning; “Xpert Flows” to operationalise CRM execution with human-in-the-loop governance and integrations including Jira and Slack; and “Xpert Crews”, which the company described as goal-driven simulated agent teams that draft and iterate campaigns across functions such as compliance and copywriting.

“ This is the end of today’s CRM as we know it,” said Tommy Kearns, CEO and co-founder at Xtremepush. “XpertOS is the sector’s first, fully functioning agentic operating system and marks a shift as fundamental as any we’ve seen in the space for a couple of decades.

“Thanks to the governance layer built into its core, we firmly believe this will replace the traditional, step-by-step, and manual platforms currently used in martech with existing teams doing the judgement, while the AI does the work. What will be ubiquitous as a work process in 18 months is here now.

“XpertOS automation replaces the slowly evolving campaign execution of old, elevating CRM executives into strategic architects, backed by a hard-coded governance and compliance layer that empowers the human-in-the-loop and supercharges personalisation, as well as engagement and retention metrics.”

Xtremepush listed three core outcomes for XpertOS: “Find” (locating commercially valuable players), “Govern” (checking campaigns for compliance before they go live), and “Scale” (running “10x more campaigns” without additional headcount). The company said CEO & Co-Founder Tommy Kearns and Adam Palmerini, Senior Director of Product & Enablement, will host a live webinar titled “XpertOS Live!” on 3rd June, 2026.

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Seen.io and Xtremepush have partnered to let iGaming operators trigger AI-powered personalised videos directly inside Xtremepush CRM and player engagement journeys. The companies said the integration is designed to add one-to-one video personalisation at scale without additional technical overhead for teams already using Xtremepush.

Under the agreement, Xtremepush customers can activate Seen.io videos across lifecycle campaigns including onboarding, first-time deposit (FTD) conversion, reactivation, VIP recognition and loyalty. Xtremepush sends player data to Seen.io via webhook in real time; Seen.io then renders a personalised video and thumbnail for delivery through the operator’s chosen channel.

The partners pointed to a shared customer, Superbet, as validation. Superbet ran a two-month A/B test using a Day 1 post-registration personalised welcome video sent via email versus a standard email onboarding sequence. The companies reported a +2.2 percentage point uplift in FTD conversions, 86% higher Net Promoter Score (NPS) among recipients, and engagement lifts including a 37% email open rate versus 29% average and a 7% video click rate versus 2.3% average. They also said 61% of video viewers felt “very motivated” to place a first bet, compared with 48% in the control group.

“The uplift in positive sentiment and motivation is fueling longer player lifecycles and higher retention rates. Seen.io has redefined our engagement strategy, and personalized video is now a cornerstone of how we build loyalty. With personalized videos, we’re seeing players explore and engage more,” said Andrei Popa, VP Online, Superbet.

Xtremepush said the partnership sits within its XP Partners Programme.

“iGaming operators have invested heavily in their CRM infrastructure, but the content they’re sending through it too often looks the same as everyone else’s. Personalised video changes that. When Seen.io joined the XP Partners Programme, it was a natural fit – a proven, high-impact capability that slots straight into how our customers already work. The Superbet results speak for themselves, and we’re excited to bring this to operators across our network,” said Robbie Sexton, Director of Partnerships & iGaming, Xtremepush.

Seen.io’s Marius Tungesvik, Director of Global Partnerships, added: “Xtremepush has built one of the most sophisticated CRM platforms in iGaming. What excites me is what happens when you layer personalised video on top of that foundation at exactly the right moment. Superbet is the proof: a 2.2 percentage point FTD uplift and an NPS nearly double that of standard email. Those aren’t marginal gains. It’s a testament to what can happen when great CRM infrastructure and personalised video work together.”

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