Latest News

Graphyte Acquired by Optimove to Produce Powerful End-to-End Player Engagement Platform

Published

3 years ago

July 13, 2022

Reading Time: 3 minutes

The acquisition will significantly enhance Graphyte’s ability to seamlessly deliver personalized recommendations to players across channels and at scale

Graphyte, the realtime, cloud-based personalization platform built for the betting and iGaming industry, today announced it has been acquired by Optimove, the leading CRM Marketing Platform. The acquisition will cement Graphyte’s leader status in cloud-based personalization in the iGaming market, driving more operators to utilize its capabilities as part of their Customer Relationship Management (CRM) Marketing strategies carried out by Optimove’s multichannel CRM marketing hub.

Trusted by some of the world’s largest operators, Graphyte, founded in 2018 and employing 20, is a London-based startup built to fill the gap in the SaaS marketplace for a scalable Personalization Engine to serve the betting and iGaming industry. Operators like Entain, Sisal, 888, and others use Graphyte’s Personalization platform to serve AI-based product recommendations and dynamically personalize their web, native mobile sites, and mobile apps to engage customers in realtime through owned and paid marketing channels. For example, Gala Bingo has driven a 35% turnover uplift using Graphyte’s web personalization models and seen a 300% increase in site visits when providing intelligent recommendations to players through emails, instead of traditional static emails.

European Gaming Congress 2024 (Warsaw, Poland)

Graphyte applies advanced machine learning to betting, gameplay, and browsing activity in realtime to make every interaction with a customer relevant and in the moment. Unlike other personalization engines that require technical skills to deploy model results, the company’s flexible platform empowers marketers with complete control over how recommendations are made when testing and deploying personalized treatments without needing to make any changes to the core CMS.

The company’s robust offering includes:

Recommend – fully featured realtime, personalized recommendation and rules engine
Intelligent Layouts – web and app realtime AI-based personalized casino lobbies, homepages, banners, and navigation.
Engage – realtime triggered messages.
Momentum – social proof to surface trending and popular content on any channel.
Retarget – personalized ads served up to end-users as they browse third-party sites.
Site Search – instant, full-featured search capabilities for every channel and product.

Graphyte’s offering will now integrate with Optimove’s industry leading CRM Marketing capabilities. With a Customer Data Platform (CDP) at its core, Optimove offers marketing teams direct access to their customer data to build, test, orchestrate, and optimize hundreds of personalized CRM campaigns weekly.

Joint customers will benefit from synergies which will see Graphyte’s models enriched with robust data from Optimove’s CDP, while the models’ results will be readily accessible within customer profiles inside Optimove for segmentation, activation, and analysis. Joint customers will be able to reap these benefits and more, soon.

Furthermore, the acquisition will enable operators to provide players with realtime symmetric and personalized journeys. In addition to providing the end-to-end offering to iGaming and Sports Betting operators, Optimove, which has a significant non-gaming client base, will allocate resources to adapt and expand Graphyte’s web and app personalization capabilities to additional verticals.

Operators using the Graphyte and Optimove joint solution will be able to deliver unparalleled holistic player journeys such as:

Symmetric multichannel journeys: Leveraging Graphyte’s personalized recommendations in outbound campaigns via Optimove’s email and mobile channels and ensuring customers view the same recommendations when clicking through to the brand’s website or mobile app.
Geolocation-triggered personalized recommendations: Maximizing Graphyte’s bet recommendation relevancy by combining it with Optimove’s geo-fencing technology to trigger personalized messages to customers’ mobile apps. For example, triggering relevant sports betting recommendations when players enter a perimeter near a sport stadium.
True 1-to-1 personalization: Selecting one of Graphyte’s 20 distinct AI-models to personalize player experiences based on robust segmentation from Optimove’s Customer Data Platform. For example, deploying a different model for high loyalty players and new ones.

“I’m proud to welcome Graphyte to the Optimove family,” said Optimove Founder and CEO Pini Yakuel. “As evident from this acquisition, and of Kumulos earlier this year, we’re very serious about ramping up our never-ending quest to expand marketing teams’ capabilities and effectiveness. Graphyte’s machine learning and personalization capabilities are way ahead of the curve. Combining those with our native customer data platform and multichannel journey orchestration engine will prove extremely valuable for both our client bases and the iGaming industry.”

“We couldn’t be happier to join forces with Optimove as an integral part of their offering,” said Damien Evans, CEO of Graphyte. “Optimove’s CRM Marketing capabilities are second to none, and its dominance in the iGaming market is well-established. If you add to that equation Graphyte’s market-leading machine learning personalization capabilities, the result is a game changing marketing tool which will create unprecedented freedom for brands to realize their CRM Marketing visions. We’re excited to receive this significant vote of confidence from Optimove, the leading CRM Marketing player in the iGaming market.”

The acquisition is part of Optimove’s continuous investment in expanding its CRM marketing capabilities for the iGaming and Sports Betting industry, following its September 2021 $75 million investment led by Summit Partners and the acquisition of personalized mobile marketing solution Kumulos, in March 2022.

Gambling in the USA

Gaming Americas Weekly Roundup – June 9-15

Published

46 minutes ago

June 17, 2025

Niji Narayan

gaming-americas-weekly-roundup-–-june-9-15

Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

BMM Innovation Group, a technology conglomerate focused on gaming product compliance testing, cybersecurity solutions and virtual training for the global gaming industry, announced that it is exhibiting at the Perú Gaming Show 2025, June 18–19 at the Centro de Exposiciones Jockey in Lima, Perú. BMM’s local experts will be available at Booth No. 31–32 to discuss the Company’s full suite of testing, certification, cybersecurity and virtual training services for Perú’s growing gaming industry. With a well-established land-based sector and a rapidly expanding online gaming market, Perú represents one of the most dynamic jurisdictions in Latin America. BMM has supported the Peruvian gaming industry for more than 18 years, with a dedicated office in Lima since 2007. The Company’s deep roots and compliance expertise make it uniquely positioned to serve the diverse needs of Perú’s casinos, sports betting operators, lottery providers and online gaming programmes.

Amusnet is set to make a powerful impression at the Peru Gaming Show 2025, taking place on June 18-19 in Lima, by presenting a comprehensive portfolio across its Online Casino, Live Casino, and Land-based verticals. As one of the most prominent and influential gaming exhibitions in Latin America, PGS brings together the industry’s leading providers, manufacturers and decision-makers for two days of impactful business exchange. Amusnet is also sponsoring the LMG Futbol Experience on June 17, held just before the exhibition, showcasing involvement in local events and its engagement in supporting industry-wide collaboration.

International Game Technology PLC announced that its spectacular RISE55 cabinet is now live on casino floors across the US. With robust, performance-focused content roadmaps for the premium-leased and for-sale game segments, IGT’s RISE55 cabinet debuted with the highly entertaining Magic Treasures Gold game. The RISE55 cabinet features a 55-inch ultra-HD curved display that delivers crisp graphics, enhanced audio technology and remarkable player comfort. The RISE55 cabinet first hit casino floors in late May, with additional deployments planned through the summer. As the hardware’s Class III premium launch title, Magic Treasures Gold is a visually stunning multi-level progressive game with features that build upon the success of IGT’s award-winning Magic Treasures game, including a leveled-up version of the Money Ball feature.

Partnerships

Hard Rock Cafe, in partnership with international soccer icon Lionel Messi, launched new merchandise coinciding with one of the year’s most anticipated global soccer tournaments. The collection debuts as part of Hard Rock’s “WE PLAY TOGETHER” campaign, which unites soccer fans to celebrate the sport. The campaign will feature special experiences and exclusive offers, such as bundle deals combining themed Messi menu and retail items, for guests to watch each match and show support for their favourite teams. Lionel Messi announced the collection via an Instagram post, where he donned one of the custom tees now available for purchase.

PrizePicks, the largest daily fantasy sports operator in North America, announced that it has partnered with the Los Angeles Dodgers as the team’s Official DFS Partner. The partnership features several digital and in-stadium activations at Dodger Stadium as PrizePicks continues to strengthen its brand presence in baseball.

The post Gaming Americas Weekly Roundup – June 9-15 appeared first on European Gaming Industry News.

Latest News

Nolimit City boards a wild ride at 35,000 feet in Flight Mode

Published

3 hours ago

June 17, 2025

George Miller

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Reading Time: 2 minutes

Dear passengers, welcome aboard Flight NLC25! Flight Mode is cleared for takeoff and let’s just say, it’s not a typical family trip to Hawaii. After delivering signature slots like Tombstone Slaughter: El Gordo’s Revenge and Duck Hunters, Nolimit City is now taking it to the skies with Flight Mode and definitely not in a boring way.

Imagine having a crying baby as your only soundtrack, permanent turbulence and a seatmate who thinks deodorant is optional. The Bud Jet airline might not get you from A to B but it’ll drop you into a feature-packed slot and the kind of excitement you can always expect when playing a Nolimit City slot.

In Flight Mode, winning combinations will explode, making room for new symbols to drop in. With every win, the next multiplier value climbs by +1 and applies to new symbols that fall in.

Wild Symbol: The regular Wild symbol that can land on any reel and substitute for any regular symbol.

Multiplier Increaser: Triggered when they land and add its value to the next multiplier value. Multiplier values of symbols are 2x, 3x, 4x, 5x and 10x.

Golden Multiplier Increaser: Triggered when it lands and doubles the value of the next multiplier.

Explosive items are strictly prohib… well, not on this aircraft. The Bomb symbol clears all regular paying symbols on its reel and row when there are no winning combinations. Only Scatter and Wild symbols are saved from the explosions.

Apologies dear passengers, the lavatory is currently occupied! The signature xHole™ is back in Flight Mode, this time disguised as a toilet. All symbols from the main reels are flushed down and then spat out to random positions with the next multiplier value. Just to add an extra twist to it, xHole™ then transforms itself into a Wild symbol that also gets the next multiplier value. Not so hygienic…

Flee Spins

This is the captain speaking – we’re going down! Prepare your life jacket and be ready for a spontaneous meet-up with the sharks during Flee Spins! Land 3, 4, or 5 Scatter Symbols to trigger 6, 9, or 12 Flee Spins, respectively.

Upgrade your seat to Bud Jet’s nice price class when purchasing one of these Nolimit Boosters:

-Print Spins: guarantees a spin that starts off with a 30x multiplier on each paying symbol.

-Printier Spins: guarantees a spin that starts off with a 268x multiplier on each paying symbol.
-Printiest Spins: guarantees a spin that starts off with a 911x multiplier on each paying symbol.

No legroom, no peanuts – but you do get Extra Spins. After a round ends, players may get the option to purchase an additional spin, maintaining the current multiplier state of all previously landed symbols.

The special xGod™ mechanic is locked away disguised as passports on the bottom row, secured behind bulletproof glass and a seatbelt that actually works. Each Bomb explosion breaks the panel of its respective reel, bringing you one step closer to landing a Max Win.

The maximum payout of Flight Mode is 5,051x the base bet. Flight Mode is rated as “Extremely Volatile” delivering the thrilling high-stakes gameplay that Nolimit City fans know and love.

Per Lindheimer, Head of Product at Nolimit City, said: “This isn’t your standard trip from A to B. Flight Mode is what happens when you let a slot company rewrite the in-flight safety manual, handing out dynamite instead of peanuts.”

‘Flight Mode’ will be available to all Nolimit City partners on June 17th, 2025.

The post Nolimit City boards a wild ride at 35,000 feet in Flight Mode appeared first on European Gaming Industry News.

Conferences in Europe

PIN-UP Global to Participate in IGB L!VE London

Published

3 hours ago

June 17, 2025

George Miller

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Reading Time: 2 minutes

International iGaming holding PIN-UP Global will participate in IGB L!VE, one of the industry’s premier events taking place July 2-3 in London. Booth K40, spanning 168 square meters, will feature two distinct zones – PIN-UP Global and PIN-UP Partners. The holding will create valuable networking opportunities for industry professionals.

Visitors to the PIN-UP Global booth will have the opportunity to meet with the holding’s teams to explore the B2B portfolio designed to boost operational performance and drive business growth in the iGaming sector. The holding’s team will focus on growing its partner network and demonstrating the company’s latest technological developments.

PIN-UP Global team will be on hand throughout the event to explore potential investment opportunities and discuss partnerships with promising startups. The holding continues to identify and support promising teams developing innovative solutions in MarTech, iGaming, FinTech, AI/ML, and analytics.

PIN-UP Partners is joining iGB Affiliate London with top-performing offers, exclusive merch, and proven partnership models. Recognized as the Best iGaming Affiliate Program by AW’2024, MAC’2024, and SiGMA’22, PIN-UP Partners team is ready to build strong, long-term partnerships.

For industry professionals seeking new career opportunities, HR representatives from PIN-UP Global will be present at the event. Interested candidates can book meetings to discuss current openings within the international holding.

With the holding growing rapidly — a remarkable 58% just over the past year — new opportunities and prospects are opening up every day, both for existing team members and for those looking to join. As a result, the holding is actively seeking strong specialists for managerial positions, as well as professionals in tech, marketing, media buying, and more. Visit our booth to become part of the PIN-UP Global team.

For convenient meeting scheduling with holding representatives, exhibition delegates can use the touchscreen booking system and conduct meetings in specially equipped meeting rooms.

PIN-UP Global welcomes all IGB L!VE London attendees – industry experts, potential partners, and talented professionals – to connect with their team during the event to discuss tech solutions, collaboration opportunities, and career prospects.

PIN-UP Global is an international iGaming holding company specialising in developing and implementing advanced technologies, B2B solutions, and innovative products for the iGaming industry.

The post PIN-UP Global to Participate in IGB L!VE London appeared first on European Gaming Industry News.