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Veikkaus, Finland’s National Lottery Operator, Selects Optimove, the #1 CRM Marketing Solution for the iLottery and iGaming sector, as its CRM Marketing Solution

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Veikkaus will leverage Optimove across all products and channels to maximize lottery, casino, and sports betting player lifetime value through personalized and relevant marketing campaigns, and meeting the highest standards of Responsible Gaming 

Veikkaus, Finland’s national lottery operator, has selected Optimove, the #1 CRM Marketing Solution for the iLottery and iGaming sector, as its CRM Marketing solution to elevate player experiences, loyalty, and lifetime value. Veikkaus operates all gambling activities in Finland, offering a diverse range of games across three main categories: Lottery, Casino, and Sports Betting. 

Optimove, the only CRM Marketing Solution approved as an official European Lotteries Association Associate Member, is the #1 CRM Marketing solution used by digital lottery operators across the globe. The company empowers digital lottery operators – such as Sisal, Scientific Games, Connecticut Lottery, Kentucky Lottery, Pennsylvania Lottery, Maryland Lottery, La Tinka, and more – to achieve growth through their existing players. Optimove is used by 56% of iGaming operators in EGR’s Power 50 Ranking 2024, including bet365, Kindred Group, Lottomatica, and Entain. 

Veikkaus gains the following key capabilities:     

  • Advanced marketing AI capabilities: Providing AI-driven Insights, Creation, and Orchestration for better player understanding, streamlining of content creation, and campaign optimization for enhanced personalized experiences across player touchpoints.
  • Enriched customer profiles: Unifying all historical, predictive, and real-time 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 across email, mobile, and web channels to deliver personalized customer communications across any channel.   
  • A continuous optimization loop: Measuring the incremental uplift of each campaign, journey, and strategy with productized experimentation tools to continuously optimize CRM Marketing performance.
  • Adherence to meet or exceed Responsible Gambling Standards: As a global CRM Marketing platform, Optimove meets the highest standards of Responsible Gambling worldwide.  

Additionally, Veikkaus will leverage Optimove’s Digital Experience Platform (DXP), Opti-X, to deliver personalized, dynamic content and product recommendations across multiple touchpoints, enhancing player satisfaction, engagement, and retention. 

Optimove’s data-driven approach will help Veikkaus fine-tune jackpot sensitivity and optimize the generosity of bonuses and promotions. Predictive models will support Responsible Gambling by anticipating player behavior. Furthermore, Veikkaus will receive ongoing support from Optimove’s Strategic Services team, ensuring tailored, data-driven marketing and monetization strategies to maximize business results. 

“This partnership with Optimove marks a significant step forward in driving our growth and Responsible Gaming initiatives. Optimove’s track record and industry experience are unparalleled in CRM marketing,” said Saara Pekkonen, VP of Marketing at Veikkaus. “Optimove’s proven ability to deliver personalized, data-driven player engagement at scale will be central to our continued drive to elevate our marketing strategy and execution. Optimove’s AI-powered capabilities enable us to offer players more relevant and engaging experiences, increasing satisfaction, loyalty, and maximizing player lifetime value.”  

“Veikkaus has an incredible legacy in delivering engaging and Responsible Gaming experiences to the people of Finland,” said Pete Miles, Director of Sales at Optimove. “We’re honored to partner with them to enhance player engagement through tailored, data-driven marketing strategies. Optimove will enable Veikkaus to personalize every touchpoint, increasing player loyalty and satisfaction while ensuring Responsible Gambling practices remain at the forefront. Working in partnership with the Veikkaus team, we’ll provide data and insights that help Optimove continually lead the CRM marketing space with other WLA Members.” 

The post Veikkaus, Finland’s National Lottery Operator, Selects Optimove, the #1 CRM Marketing Solution for the iLottery and iGaming sector, as its CRM Marketing Solution appeared first on European Gaming Industry News.

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Filippo Anzalone Joins Gamblers Connect Contributors Program 

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Monday 12 January: Gamblers Connect, the award-winning iGaming media and affiliate platform, has announced Filippo Anzalone, Head of Sales at Odds Scanner Group, as its first official Contributor for the 2026 Gamblers Connect Contributors Program.  

Anzalone is the first of 12 industry experts to join the programme, a curated selection of practitioners with true “skin in the game.”  At Odds Scanner Group, Anzalone is responsible for scaling and leading a high-performing organisation of more than 10 professionals. His reputation is built on his ability to combine strong legal and analytical expertise to close complex, high-value agreements — skills that move the needle in a saturated market.

As the first of the 12 contributors, Anzalone will offer the community a behind-the-scenes perspective on building lasting partnerships and expanding across borders, drawing on his hands-on experience in international growth.  Gamblers Connect readers can expect Anzalone’s first analysis piece to be published soon, setting the tone for a year of knowledge-driven content.

Gjorgje Ristikj, Founder of Gamblers Connect, said: “One of the key reasons we selected Filippo Anzalone as the inaugural contributor is his global versatility. Fluent in Italian, English, Spanish and Portuguese, he brings a multi-jurisdictional perspective that is rare in the sector. He is already a recognised industry voice, frequently appearing at conferences and panels to discuss sustainable revenue growth.”

The post Filippo Anzalone Joins Gamblers Connect Contributors Program  appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

Isle of Man Government reaffirms commitment to iGaming sector

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With more than 20 years’ experience as a leading iGaming jurisdiction, the Isle of Man has built a strong international reputation based on robust regulation, political and economic stability, and a partnership-led approach between Government, regulators and industry.

That reputation continues to underpin confidence in the Island as a premier jurisdiction for high-quality iGaming businesses.

The Chief Minister has reaffirmed Government’s continued commitment to the iGaming sector ahead of attendance at ICE 2026, commenting:

‘For more than two decades, iGaming has been an important and successful sector for the Isle of Man’s economy and community, offering a robust, transparent and responsive regulatory environment. iGaming remains just as important today as it will be in the future.

‘In the face of a more complex and challenging global environment in recent years, Government has invested significantly in strengthening our understanding of risk and ensuring we have the right resources and frameworks in place to recognise and respond effectively to emerging threats.

‘As we look ahead to ICE 2026 and other major industry events over the next 12 months, we will continue to work across industry and all agencies to ensure the Isle of Man remains a secure, stable and trusted jurisdiction for high quality and well-regulated iGaming businesses.’

Attendance at ICE 2026 will mark the start of a coordinated programme of engagement, with Digital Isle of Man due to attend a number of key events alongside industry over the coming year to continue to promote the Island as an internationally respected jurisdiction for iGaming.

The Isle of Man Government remains committed to working in partnership with industry to support sustainable growth, meet international standards, and ensure the long-term success of the iGaming sector.

 

The post Isle of Man Government reaffirms commitment to iGaming sector appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Arizona Department of Gaming Awards Its First Peer Support and Recovery Contract Designed to Further Problem Gambling Assistance

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Investment in new, no-cost services to facilitate problem gambling recovery across the state

The Arizona Department of Gaming’s Division of Problem Gambling (Division) announced today that it has awarded its first peer support and recovery services program contract to Dezerve Counseling LLC, which was selected following a competitive Request for Proposal to develop, launch, and manage the State of Arizona’s first problem gambling peer support and recovery program. The award marks a significant public investment in problem gambling recovery in Arizona, where peer support services will be provided free of charge and confidentially.

“Creating an additional pathway to recovery for Arizona community members negatively impacted by problem gambling – via the peer support and recovery services program – is exciting for our agency and the people we serve,” said Elise Mikkelsen, Director, Division of Problem Gambling. “We are proud of our track record of offering timely and effective assistance to Arizonans, and we look forward to adding peer support and recovery services to enhance the comprehensive options available through the Division of Problem Gambling.”

Each client participating in the program will be paired with a Peer Support and Recovery Specialist who has deep, lived experience with problem gambling; entered the problem gambling recovery community themself or supported a loved one doing so; and has been rigorously trained in peer support practice, including through applicable professional certifications. With first-hand, lived experience in addiction, specialists can provide a non-clinician point of view with real-time, confidential advice and support.

“We at Dezerve Counseling are honored and excited to partner with the Division of Problem Gambling to launch a dedicated peer support and recovery program for problem gambling,” said Darfetta Muhammad, Chief Administrative Officer at Dezerve Counseling. “We believe, just as the Division does, that recovery begins with a single step forward. We are proud that Dezerve Counseling can now offer that vital next step to individuals and families navigating problem gambling.”

For convenience and maximum impact, peer support will be available statewide and offered in-person, virtually, and over the phone, and will be provided in one-on-one settings as well as in group settings led by a specialist. Importantly, Arizonans may access the peer support program at any stage of their problem gambling journey – this includes individuals experiencing problem gambling and reaching out for assistance for the first time, as well as individuals already seeing a doctor or clinician. There will be no fee for participants and no requirement that the participant have an insurance plan.

To drive workforce capacity to meet the demand for problem gambling support, the program will recruit and train Peer Support and Recovery Specialists who will be ready to make an immediate impact on their clients’ recovery. This workforce component is consistent with the Division’s focus on ensuring gambling treatment programs can meet future community needs while increasing system capacity. Dezerve Counseling and the Division expect the program to launch Spring 2026.

To learn more about the Division of Problem Gambling and its work providing a sustainable continuum of services that reduces the impact of problem gambling across Arizona, please visit problemgambling.az.gov. Always 24/7, free, and confidential, Arizonans who want to inquire about problem gambling services are encouraged to text NEXTSTEP to 53342 or call 1-800-NEXT-STEP.

 

The post Arizona Department of Gaming Awards Its First Peer Support and Recovery Contract Designed to Further Problem Gambling Assistance appeared first on Americas iGaming & Sports Betting News.

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