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

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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.

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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:

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  • 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.

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Bill Hornbuckle

MGM Resorts Announces New Employment Agreement with CEO & President Bill Hornbuckle

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MGM Resorts announced that it has reached a new employment agreement with CEO & President Bill Hornbuckle through December 31, 2028. As part of his new employment contract, the Company has also agreed to offer Hornbuckle an advisory agreement at the end of the term to assist with its integrated resort project in Osaka, Japan until its opening.

“Bill is an exceptional, visionary leader who successfully guided the company through the COVID-19 pandemic while also positioning the business for long-term growth through new digital ventures, strategic M&A opportunities, and expansion into new international markets. Bill has earned the trust, respect and admiration of his employees, peers, shareholders and this Board. We’re thrilled that he has agreed to remain in his role for the foreseeable future,” said Paul Salem, Chairman of the MGM Resorts Board of Directors.

“I am honored to continue leading this company at an exciting time of both digital growth and resort expansion in places like New York, Japan, Brazil and the Middle East. Our best days remain in front of us, and I’m thankful to our Board for their continued trust and support. The success we’ve enjoyed over the last five years is a testament to our leadership team and our employees who have embraced our culture of guest-centricity and continuous improvement. Together, we will continue to pursue our vision to be the world’s premiere gaming entertainment company,” said Hornbuckle.

As CEO, Hornbuckle oversees all aspects of MGM Resorts’ strategy, operations and hospitality and gaming development projects. He leads the company’s global development efforts and its digital gaming strategy. He is a member of MGM Resorts’ Board of Directors and serves as Co-Chairman of the Board of Directors of MGM China Holdings, which operates resorts in Macau. He is also Chair of the U.S. Travel Association, a non-profit organization focused on growing travel and tourism to the United States, and he previously served as Chairman of the U.S. Travel and Tourism Advisory Board, which advises the U.S. Secretary of Commerce on policy, regulation, programs and issues that impact the travel and tourism industry in the US.

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Annual American Business Awards

Scientific Games Wins Three 2025 American Business Awards for Lottery Retail Technology Innovation and Instant Scratch Game Achievement

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Scientific Games was recognized with three prestigious honors in the 23rd Annual American Business Awards. The global lottery company won two Gold ABA awards for its retail technology, SCiQ and PlayCentral Powered by SCiQ, in the Operations Management Solutions and Emerging Technology categories, respectively. Scientific Games’ recently retired VP, Instant Game Production, Joe Bennett, earned a Silver ABA Award for Achievement in Management—Manufacturing, recognizing his career contributions in secure lottery instant game production.

Scientific Games President, Americas & Global Instant Products, John Schulz, said: “It’s an incredible honor to have SCiQ and PlayCentral Powered by SCiQ recognized with 2025 Gold American Business Awards. These awards reflect the strength of our innovation and the dedication of our teams to modernizing the retail lottery experience. We’re also deeply proud of Joe Bennett’s Silver Award. Joe’s leadership across three decades has helped define secure instant game manufacturing for Scientific Games and the industry during his tenure.”

This year, more than 3700 nominations from organizations of all sizes and industries were submitted to the ABAs. Winners were scored by more than 300 professionals worldwide during a rigorous judging process evaluating innovation, integrity, effectiveness, creativity, and growth. The Gold Award represents the highest honor in each category, reserved for the top-scoring entry, with the Silver Award representing the second-highest honor. The ABAs are nicknamed “Stevies” for the Greek word meaning “crowned”.

SCiQ is Scientific Games’ groundbreaking ecosystem designed to transform lottery instant game retailing. It brings advanced inventory management, security, and real-time sales tracking to retail locations, providing retailers, lotteries, and players with a smarter, more secure way to sell and purchase instant games. PlayCentral Powered by SCiQ extends the SCiQ ecosystem to lottery self-service retail environments. Integrating SCiQ technology into PlayCentral HD self-service vending machines allows for unprecedented inventory control, improved game security, and seamless retail operations, enhancing the player experience while optimizing lottery revenues.

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Over his 34-year career at Scientific Games, Joe Bennett has driven significant advancements in digital transformation, manufacturing efficiency, and security innovation. He led the transition to a fully integrated digital production ecosystem and introduced patented encryption technologies that protect the integrity of instant lottery games. Under his leadership, Scientific Games now produces more than 53 billion secure, high-quality instant games annually. Bennett retired from the company in April 2025.

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Altenar

Altenar extends Major League Baseball coverage

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Leading sportsbook provider grows US sports offering with addition of in-play Bet Builders and expanded prop betting

Altenar has expanded its portfolio of US sports by adding more Major League Baseball (MLB) content for the 2025 season.

As part of the enhancement, Altenar has added in-play Bet Builders to allow live betting during MLB games, offering operators the chance to benefit from a surge in the bet type’s popularity. There is also an expanded range of prop betting available on both pre-match and live games, with a vast range of odds now offered on player, team and game props.

Altenar already offers fast markets and micro-betting options, along with same-game parlays, player specials and pitcher lines for the popular league.

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An official distributor of MLB data since 2019, Swish Analytics delivers rich, reliable and fast information that enables the development of highly engaging user markets, which are now available to Altenar’s operator partners.

These additions reinforce Altenar’s commitment to delivering relevant and tailored content for US-facing partners, while continually striving for excellence as a sportsbook provider.

Antonis Karakousis, Director of Operations at Altenar, said: “Altenar is driving innovation in US sports by pushing the boundaries of what is possible with our offering. We will continue to grow our presence in this vertical and ensure that our full suite of pre-match, in-play, and at-bat betting products defines the next generation of engagement for our operators’ MLB fans.

“In addition to the above, the development of our MLB Live Bet Builder is another strong statement that reflects our commitment to listening to users’ needs. Enhancing the Bet Builder experience remains a key focus and a central part of our product strategy.”

Altenar will showcase its enhanced terminal at SBC Summit Americas 2025 from May 13–15. Attendees can visit the stand or book a demo to explore the terminal’s new capabilities first-hand here.

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