Converge Marketing, a full-service performance marketing agency focused on growth strategy, media, and analytics, announced a new partnership with Parkwest Casinos, a leading operator of casino gaming properties in California known for its unique premium, boutique table gaming experience. Under the engagement, Converge will lead a comprehensive marketing program designed to accelerate growth, expand audience reach, and strengthen Parkwest’s ability to connect marketing investment to measurable business outcomes. The partnership follows a review process led by Agency Search Kaizen (ASK), which served as the agency search consultancy guiding Parkwest’s agency review.

The engagement is focused on building a scalable, performance-driven marketing engine within a complex and highly competitive environment. Converge will work closely with Parkwest to establish a strong strategic and analytical foundation, enabling the organization to better understand customer behavior, optimize media investment, and drive incremental foot traffic and revenue across multiple locations.

“This is about building a system, not just running campaigns. Parkwest has a unique opportunity to expand how people think about its experience, while also increasing accountability across marketing investments. Our role is to help create clarity by connecting media, audience, and business outcomes in a way that drives real growth over time,” said Shoshana Winter, CEO of Converge.

The partnership will follow a phased engagement model, beginning with deep discovery and strategic alignment, followed by activation and structured performance testing, and scaling into a fully optimized, data-driven marketing program. The approach is designed to move beyond traditional media metrics and establish a clearer understanding of how marketing contributes to customer acquisition, engagement, and long-term value.

As part of the strategy, Converge will support Parkwest Casinos in broadening its market positioning, reframing the brand as a more accessible and social entertainment experience to attract new audiences beyond traditional casino customers. This includes introducing new creative approaches, audience segmentation strategies, and performance media programs designed to reduce barriers to entry and encourage trial among first-time visitors.

“Parkwest is operating in a complex environment where success depends on both attracting new audiences and proving the value of every marketing dollar. That requires a disciplined approach to testing, measurement, and optimization, and a willingness to rethink how growth is defined. We are excited to partner in building something that is both scalable and sustainable,” Winter added.

Throughout the engagement, Converge will serve as a strategic partner, helping Parkwest navigate evolving customer expectations, local market dynamics, and performance accountability requirements, while maintaining a focus on long-term business impact.

Neosurf, the innovative payment provider specializing in cash-to-digital and digital wallet solutions for the iGaming industry, has today announced a new partnership with Mercado Pago that expands the funding options available to online betting customers in Mexico.

Mercado Pago is Latin America’s leading fintech platform, with over 56 million active monthly users, and the collaboration will enable Mercado Pago wallet holders to use their r Mercado Pago balance to fund online betting accounts via the Neosurf wallet.

The integration, initially focused on the Mexican market, allows users to seamlessly transfer funds from their Mercado Pago wallet directly to participating sports betting operators via the Neosurf wallet.

The partnership marks a significant step forward in payment innovation for the Mexican online betting market, and combines Mercado Pago’s extensive digital wallet reach with Neosurf’s specialized gaming payments infrastructure and unique, player-focused wallet design.

Neosurf’s products are designed for sports betting and igaming, supporting rapid deposits and fast payouts. The new partnership reflects the continued growth in digital wallet adoption across Latin America, where customers are increasingly seeking flexible mobile-first experiences.

Sue Page, Neosurf CEO Americas, said: “Mexico represents a major growth market for both digital payments and online betting, and we’re incredibly excited to partner with Mercado Pago. This partnership creates a new, easy way for Mercado Pago wallet holders to use their balance to fund their online sports betting accounts through the Neosurf wallet. It reinforces our commitment to delivering secure, compliant and player focused payment solutions throughout Latin America.”