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Bet365 Selects Optimove as CRM Marketing Solution to Maximize Player Lifetime Value
The world’s largest online bookmaker is set to partner with the retention marketing leader to scale marketing personalization and drive growth through AI-mapped CRM journeys
Optimove, the leading CRM Marketing solution, announced it has been selected by bet365, the world’s largest online sports betting brand, to orchestrate and optimize all CRM marketing activities. The powerhouse partnership between the two industry leaders demonstrates bet365’s strategic investment in scaling retention marketing efforts and maximizing player lifetime value as a growth driver for the business.
Optimove’s AI-mapped CRM journeys will allow bet365 to transform its CRM Marketing efforts empowering the sportsbook giant to scale and manage hundreds of player segments, orchestrate realtime and scheduled multichannel campaigns, and measure the incremental value of each player interaction. For the first time since its founding in 2000, the global iGaming leader has turned to a third-party vendor to support its CRM Marketing efforts.
With a Customer Data Platform (CDP) at its core, Optimove offers marketing teams direct access to their customer data to build, test, and optimize hundreds of CRM campaigns weekly. Optimove allows brands to reach their customers with the right message on the right channel by personalizing thousands of campaigns to hundreds of segments. Unlike other technologies that rely on common, rule-based orchestration, Optimove’s AI-driven solutions autonomously determine the next best action for each customer, eliminating marketers’ need to manually map every customer journey.
The scientific approach embedded in Optimove’s CRM Marketing platform will empower bet365 to measure the incremental value of each player interaction. bet365 will gain key capabilities via Optimove:
· Enriched customer profiles: Unifying all historical, predictive, and realtime customer data from sources such as CRM, service clouds, and data warehouses via Optimove to create a comprehensive single customer view.
· Multichannel personalization and orchestration: Orchestrating hundreds of campaigns seamlessly by leveraging Optimove’s AI-mapped CRM Journeys to deliver personalized customer communications across any channel.
· A continuous optimization loop: Leverage Optimove’s productized experimentation tools to measure the incremental uplift of each campaign, journey, and strategy to continuously optimize CRM Marketing performance.
Already working with one in three operators in the EGR Power 50 Ranking, the new partnership demonstrates Optimove’s continuous growth and strong momentum in recent months. In July 2022, the company announced the acquisition of Graphyte, a cloud-based personalization platform built for the sports betting and iGaming industry. In March 2022, Optimove acquired Kumulos, a personalized mobile marketing solution, following its September 2021 $75 million investment led by Summit Partners.
“bet365 continue to build an industry leading sports and gaming product, and the business believes the time is right to complement the platform with best of breed third party technology,” said Alex Sefton, Chief Marketing Officer at bet365. “With Optimove we have done just this. This deal heralds a change in direction for bet365, but also the start of a long-term partnership working with Optimove to grow our business. We are at the start of something genuinely exciting for bet365 and I don’t think we could have found a better partner.”
“We’re thrilled to be selected by bet365 as their CRM Marketing solution,” said Motti Colman, Senior Director of Sales at Optimove. “Working together, this is a true super team. As a company that is known for keeping most of its tech in-house, this is a huge move by bet365 to go out to a third-party provider. We’re proud to have been chosen and humbled by bet365’s belief in our ability to deliver. I am certain that the work we accomplish together over the coming years will be groundbreaking and will help catapult bet365 into a new era of growth.”
- How did this partnership come to be?
Motti Colman: “We’ve been speaking to bet365 on and off for 5 years, but they’ve always had other priorities and now the time is right.”
- What are the goals for bet365 working with Optimove? What are they looking to achieve?
Motti Colman: “Their primary driver was the desire to put their customer first. In doing so they are looking to learn more about their customers and improve all the related KPIs. The upshot of that will lead to increased customer loyalty.”
- Do you think this partnership will impact the iGaming space as a whole?
Motti Colman: “Clearly bet365 investing time and money into MarTech will definitely have an impact. Despite all the M&A activity around them, they still remain the biggest brand in the industry and other companies definitely take note when they make big strategic moves.”
- What’s next for Optimove in the industry? Is there room for growth still?
Motti Colman: “Despite our huge presence in the space, the area where we see the most opportunity is at the top end of the market. It’s the traditional Tier 1s that are often a lot slower to adopt advanced technologies, but as we have shown with this collaboration, if an operator is open minded to the possibilities that exist, we can dramatically enhance their customer marketing capabilities.”
Optimove will be exhibiting at SBC Barcelona, September 21-22, Stand F7.
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1spin4win, an established slot provider, announces the start of a new Cash & Drops campaign designed to help casino operators drive player engagement and increase GGR.
The “Spring Money Rain” promotion will run from April 9 to 22, 2026. The prize pool has been increased to €30,000, up from the previous 1spin4win campaigns. During two weeks, players can land 790 cash rewards while wagering real money in dedicated slots. Prizes will be randomly assigned to non-winning spins, adding an element of surprise to the gaming experience.
By launching “Spring Money Rain”, 1spin4win continues to support operators with proven promotional tools to increase player activity and grow revenue. iGaming brands like BitStarz, gg.bet, Rox, and mBit choose these solutions for the strong results they deliver.
Notably, the provider’s most recent standard Cash & Drops, “12 Days of Magic Wins”, engaged 125 participants and drove a 38% surge in player count and a 20% boost in bet sum.
The new campaign brings together 13 diverse slots from the 1spin4win portfolio. Designed to capture the lively energy of spring, the lineup blends vibrant classics with captivating adventures, including:
- Dolphin’s Wealth Win Spins (сoming soon)
- Lucky Honey (сoming soon)
- Lucky Arena Hold and Win
- Book of Money
- Gold Oceanica Hold and Win
- Lucky Jane in Egypt Hold and Win
- Golden Joker Fortune
- Lucky Safari Hold and Win
- Very Lucky 243
- Clover Fest Hold and Win
- Buffalo’s Wealth Fortune
- Cash’n Spins 243 Plus
- Classic Chilli 243
One of the main gems of this selection is the recently released Lucky Arena Hold and Win. With two charmingly quirky gladiators as lead characters and playful visuals, the game offers a humorous take on ancient battles. At the heart of the slot is the Hold and Win round with two Jackpots — the x100 Minipot Coin and x1000 Megapot.
Alena Zaytseva, Senior Business Account Manager at 1spin4win, shared, “We’re kicking off the season with our new ‘Spring Money Rain’ network promotion. This time, we’ve raised the stakes with a €30,000 prize pool — our largest Cash & Drops fund so far. The campaign uses our proven monetary-reward mechanic, which has consistently driven strong results in player retention and spin frequency. By combining a larger prize pool with seamless automated bonuses, we’re giving our partners a powerful tool to boost turnover without any additional operational effort.”
To make participation convenient and stress-free, 1spin4win ensures that all features are automatically set up, and wins are credited directly to players’ accounts.
For further details or inquiries, please contact the dedicated 1spin4win Account Manager or Olga Hlukhovskaya, Business Development Director at 1spin4win, at [email protected].
About 1spin4win
1spin4win is a trusted game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 190 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio aims to release an average of four new games each month in 2026 and offers effective promotional tools for casino operators to help them enhance player loyalty.
EPIC sessions
SPFL academy players developing safer gambling awareness with William Hill and EPIC sessions
Scotland’s most promising young footballers are being supported in making informed, responsible choices around gambling, as a continued collaboration between the Scottish Professional Football League, William Hill, and EPIC Global Solutions delivers meaningful impact across the country’s leading academies.
So far this season, more than 350 academy players and coaches have taken part in the programme. Post-session feedback highlights its effectiveness, with 93% of attendees describing the sessions as “really impactful,” and noting an increased likelihood of making informed decisions about their relationship with gambling.
The initiative is offered to SPFL member clubs as part of William Hill’s title sponsorship of the league and sits alongside the company’s support for the UK-wide statutory levy funded by gambling revenues. EPIC Global Solutions was brought in to deliver the programme, leveraging its expertise in promoting safer gambling practices, particularly within elite sporting environments.
A key feature of the sessions is EPIC’s “lived experience” approach, with presentations led by former professional footballers who have faced their own challenges with disordered gambling. These include former Wales U21 forward Marc Williams, who leads most sessions, and former Scotland international defender Dominic Matteo, known for his time at Liverpool and Leeds United.
Carolanne Gay, academy education executive at Rangers F.C., emphasised the programme’s value for both player welfare and performance:
“We welcomed these sessions from EPIC as a valuable part of our ongoing commitment to player care and wellbeing, seeing them as a key opportunity to ensure that young players who are new to gambling are aware of both the integrity issues involved, and the need for safe engagement with any forms of betting.
“The delivery method, from a former professional player, was a welcome peer-to-peer style that was relatable to our squads and has helped to provide a real-world example of why this education and advice exists. It helps to provide confidence that young players have the knowledge on how to avoid off-field distractions and can focus on their performance and professional growth.”
A similar view was shared across the city by Erin Degg, player wellbeing officer at Celtic F.C.:
“We recognised the importance for our squads to have this educational input and felt EPIC were best placed to deliver this. The main reason being that Marc, the facilitator, is an ex-professional footballer and was able to share his own unique story which brought relevance and relatability to our players.
“Players were overwhelmingly positive after taking part in the workshop, finding the content delivered by Marc very engaging and thought provoking.”
While most sessions during the 2025/26 season have focused on academy age groups — particularly U17 to U19 squads — the programme has also been extended to top-flight women’s teams, as well as staff and participants involved in SPFL Trust initiatives such as “Football Fans in Training,” which promotes fitness and mental wellbeing.
Per Widerström, CEO of evoke, the parent company of William Hill, added:
“We are proud of our partnership with the SPFL and EPIC Global Solutions, and the latest expansion of the programme to academies as a central part of our league sponsorship.
“Equipping young players with the knowledge and confidence to engage with gambling responsibly is essential. The strength of the post-session feedback demonstrates the real impact this education is having, and we remain committed to building on that progress in the season ahead.”
The post SPFL academy players developing safer gambling awareness with William Hill and EPIC sessions appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Nina Drama has set poker fans buzzing after a viral video breaking down the basics of the game captured widespread attention online.
The UFC content creator and model — whose real name is Nina Marie Daniele — shared a tongue-in-cheek clip explaining the fundamentals of Texas Hold’em on behalf of Stake, one of the world’s largest online sports and casino brands.
Posted with the caption “rate my poker outfit,” the innuendo-filled video quickly gained momentum, amassing more than four million views across X and Instagram.
Viewers were quick to recognise the inspiration, drawing comparisons to Kylie Jenner’s recent Vanity Fair video released the week prior, with Stake encouraging audiences to weigh in on who did it better.
The lighthearted tutorial resonated strongly with both poker enthusiasts and Nina’s fanbase, many of whom praised her comedic approach to introducing the game to newcomers.
Nina has built a substantial online presence through her coverage of the Ultimate Fighting Championship, where her interviews and social content frequently go viral. She now commands millions of followers across platforms including Instagram, X, and TikTok.
The campaign forms part of Stake’s broader strategy of collaborating with top creators and sports personalities to produce social-first content for its global audience of sports and gaming fans.
The post Nina Drama stars in Stake’s cheeky Kylie Jenner poker parody appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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