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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.

Asia

PG Soft signs on as sponsor for SiGMA Asia 2026 in Manila

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PG Soft has been named as a sponsor of SiGMA Asia 2026, set to take place at the SMX Convention Center in Manila.

According to the company, the sponsorship package includes branding in the venue lobby and a 60-second branded video broadcast inside the exhibition hall across 14 hanging HD screens during the two-day expo.

PG Soft said the commercial partnership is part of its focus on engaging with Asian markets and supporting SiGMA’s networking aims for the global iGaming community.

A PG Soft spokesperson said: “SiGMA Asia is a must-attend event on the iGaming calendar, and Manila is one of the most exciting markets in the region. We’re very pleased to be supporting this summit and look forward to presenting our brand to the influential audience that SiGMA Asia continues to attract.”

The post PG Soft signs on as sponsor for SiGMA Asia 2026 in Manila appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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PropellerAds rolls out Interactive Ads format aimed at higher-intent clicks

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PropellerAds has launched Interactive Ads, a new ad format the company says is designed to improve click quality and increase conversion rates by adding a brief interaction before users reach an advertiser’s landing page.

Interactive Ads require users to complete a lightweight action—such as swiping, selecting, taking a mini quiz, or clicking a confirmation—before continuing. PropellerAds positions this “engagement step” as a filter for high-intent users, with the aim of reducing accidental clicks and low-interest traffic that can dilute campaign performance.

The company said the format is designed to be activated within existing campaign workflows and does not require additional creative assets or technical development. PropellerAds also said its platform automatically selects the interaction type based on advertiser goals and user characteristics.

PropellerAds suggested the format can be used alongside other ad approaches in a broader funnel—for example, using Social Commerce to generate initial traffic and Interactive Ads to qualify users before conversion.

Separately, PropellerAds said it was featured in G2’s Summer Report, which the software marketplace compiles using verified customer reviews, market presence, and user feedback.

The post PropellerAds rolls out Interactive Ads format aimed at higher-intent clicks appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BetGames

Weekend Reels | Week 21: Slot Drops & Trends

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Here are this weeks latest slots releases compiled by Eastern European Gaming

Booming Games has released its latest slot “Diamond Forge: Link & Loot”. Boasting a 5×3 grid with 10 fixed paylines, the game offers players a maximum win potential of 10,000x. Set on a classic, diamond background, two explosive bonus features provide the ultimate experience for those seeking entertaining gameplay.

GAMOMAT has expanded its portfolio with the launch of Multi Machine, a classic fruit game crafted to connect with German players. Multi Machine is a 4-reel, 81 Ways to win fruit title that places the Wild at the centre, focusing on clean, stripped-back reel action.

DEGEN Studios has released Tomb of Wishes, a 5×5 cluster pays slot built around cascading wins, Random Wilds and a three-stage bonus sequence themed around a genie. In the base game, winning clusters remove symbols from the grid and feed a central counter. As more symbols are cleared, Random Wilds can land to help complete clusters and extend cascades.

PopOK Gaming has launched a new slot game, Fortune Tarta, with the title released on May 15, 2026. The supplier said the Asian-themed game is available for integration and is built around a 3×3 layout with five paylines.

Greentube continues to build on one of its most popular game franchises with the launch of Cash Connection Charming Lady’s Boom Coins, the latest charming addition to the Cash Connection series. Bringing together two fan-favourites, the 5×3 title combines the widely enjoyed Cash Connection mechanics with the unmistakable elegance of Charming Lady’s Boom.

Evoplay has launched Juicy Fruit Coins Hold and Win, its latest slot release built around a classic fruit-machine theme and a modern Hold and Win mechanic. The five-reel title uses traditional fruit symbols and wilds, with Scatter symbols triggering Free Spins.

Evoplay launches Juicy Fruit Coins Hold and Win slot

Relax Gaming has released Purrrminator Dream Drop, the latest title in its Dream Drop jackpot series. The supplier said the Dream Drop series has now produced 30 MEGA Jackpot millionaires, with four payouts triggered this year in a record time frame.

Relax Gaming adds Purrrminator Dream Drop to its jackpot series

BetGames has launched Chili Cash, a new high-volatility slot that debuts the supplier’s Hold & Win Plus feature. The game includes 243 ways to win, four jackpots and a stated maximum payout of 10,000x. Chili Cash is built on a 5×3 reel layout. BetGames said Hold & Win Plus allows players to lock in cash and jackpot prizes.

Pragmatic Play has expanded its fan-favourite canine slot franchise with the release of “The Big Dog House”. The main highlight of this new slot is the introduction of colossal wilds that help players target a massive 15,000x win potential.

Inspired Entertainment, Inc., a prominent B2B provider of gaming content, systems, and solutions, has announced the launch of three new titles—The Great Eggscape™, Aphrodite Legends of Olympus™, and Gold Fever Mine All Mine™—across the UK and Malta iGaming markets.

Inspired Expands Portfolio with Three New iGaming Slots: THE GREAT EGGSCAPE™, APHRODITE LEGENDS OF OLYMPUS™, GOLD FEVER MINE ALL MINE™

 

The post Weekend Reels | Week 21: Slot Drops & Trends appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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