Latest News
Veikkaus, Finland’s National Lottery Operator, Selects Optimove, the #1 CRM Marketing Solution for the iLottery and iGaming sector, as its CRM Marketing Solution
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.
Conferences
Win Systems arrives at GAT Expo Cartagena with its latest innovation
Win Systems, a leading provider of technology solutions for the gaming and entertainment industry, will be attending GAT Expo Cartagena 2026 on March 25–26 in Cartagena de Indias. Visitors can find the company at Stand A7, where it will highlight its latest electronic roulette innovations and casino solutions.
At the event, Win Systems will unveil Colors, the next evolution of its successful electronic roulette line. This includes an innovative 6-position wall-mounted version designed to optimize floor space while delivering maximum performance and visual impact on the gaming floor.
Customization and Player Engagement
Colors stands out for its high level of customization, allowing operators to tailor visual elements and configurations to align with their brand identity and market preferences. Whether in compact or large-scale setups, Colors is engineered to capture attention and enhance player engagement from the very first spin.
A key innovation is its dynamic paytable, which enables players to select from four different paytable options. This includes multipliers of up to 120x on inside bets, offering both increased excitement for players and higher revenue potential for operators. By combining design, performance, and flexibility, Colors delivers a highly versatile and profitable solution for modern casinos.
Enhanced Slot Offerings
In addition to Colors, Win Systems will showcase its renowned Sublime and Rhapsody slot machines, now featuring new game releases that blend advanced graphics, innovative mechanics, and high performance. These updates reinforce Win Systems’ commitment to creating engaging content that maximizes both the player experience and operator profitability.
Strategic Industry Presence
“GAT Expo Cartagena is a key platform for the Latin American gaming industry,” said Manuel Wladdimiro, Sales Director for Central America & the Caribbean at Win Systems. “It’s an ideal opportunity to present our latest innovations and strengthen our presence in the region.”
With a proven international track record and a constantly evolving product portfolio, Win Systems continues to prioritize innovation, performance, and results-driven design. Attendees are invited to visit Stand A7 to experience these new developments firsthand.
The post Win Systems arrives at GAT Expo Cartagena with its latest innovation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
PureWager and MIRACL announce new partnership
MIRACL, the world’s only single-step multi-factor authentication (MFA) provider, today announces a strategic partnership with PureWager Group, an emerging leader in next-generation sports betting technology. This collaboration will enable effortless player access via MIRACL’s passwordless, single-step login, boosting security and improving user experience across PureWager’s network.
PureWager Group is at the forefront of delivering innovative retail and online sportsbook solutions across North America, with a particular focus on Tribal Enterprises. Their platform empowers clients with Class 2 and on-premises mobile gaming solutions, alongside engaging social sportsbook and iCasino experiences.
MIRACL replaces traditional login methods entirely, providing passwordless authentication through a simple PIN. Fully compliant with GDPR, AML, and other international standards, MIRACL eliminates the need for usernames, passwords, or separate 2FA tools. With a proven 99.9% login success rate, the solution ensures players enjoy seamless access, while operators reduce potential revenue loss from login friction.
Sandro Di Michele, Chief Revenue Officer at PureWager Group, commented:
“Simplicity sits at the heart of the PureWager platform. As we expand our next-generation sportsbook ecosystem across North America, it’s essential that players can log in quickly and securely. MIRACL’s single-step authentication removes unnecessary friction while delivering the highest levels of security and compliance. This partnership strengthens our ability to offer a modern sportsbook experience that’s intuitive for players, efficient for operators, and scalable for future growth.”
Rob Griffin, CEO of MIRACL, added:
“MIRACL is fast becoming the standard for secure, frictionless logins across iGaming and sports betting. By partnering with leading next-gen technology providers like PureWager, we are removing password-related login barriers while supporting operators in meeting evolving regulatory requirements for multi-factor authentication. This collaboration will give more players access to a secure, seamless experience, keeping them engaged and loyal, while protecting their accounts with best-in-class security.”
MIRACL Trust eliminates the need for passwords, SMS codes, push notifications, or physical key cards. Leveraging patented Zero Knowledge Proof (ZKP) technology, no personal data is stored or transmitted, meaning there are no “honey-pots” vulnerable to attack, and the solution remains fully GDPR-compliant. Players can log in using a simple PIN or biometric scan in just two seconds, enjoying an average success rate of 99.88%.
By combining ease of access with robust security, MIRACL ensures the online gaming experience is both safe and convenient. For operators, this reduces fraud risk and strengthens the integrity of their platforms, while players benefit from a smooth, uninterrupted gaming experience.
The post PureWager and MIRACL announce new partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Arman Tsarukyan
Choice Gaming Launches High-Energy Crash Game Arm’s Punch
Choice Gaming is taking crash games to the next level with the launch of Arm’s Punch, a high-energy title created in collaboration with MMA superstar Arman Tsarukyan. The partnership brings the adrenaline and intensity of the fight arena directly to players’ screens, where every round feels like stepping into the ring and every multiplier offers the chance to land a big win.
Set inside a buzzing boxing arena, Arm’s Punch delivers non-stop action as multipliers climb higher with every passing second. Players must decide the perfect moment to cash out before the round crashes, balancing risk and reward to maximise their potential winnings.
The game offers manual and automatic cash-out options, the ability to place multiple bets per round, and a live feed displaying bets and results in real time, creating a fast-paced and immersive experience that keeps players constantly engaged.
Anna Vardanyan, Partnership Manager at Choice Gaming, said:
“We’re excited to introduce Arm’s Punch and deliver a crash game that combines speed, excitement and real win potential. The collaboration with Arman Tsarukyan adds an extra level of energy to the experience, bringing the thrill of combat sports into the gameplay.”
With lightning-fast rounds, explosive gameplay and the involvement of one of MMA’s rising stars, Arm’s Punch delivers a dynamic crash experience designed for players who enjoy both the strategic timing of crash games and the electrifying atmosphere of combat sports.
More than just a game, Arm’s Punch aims to deliver a true knockout experience for fans of fast-paced gaming and fight-inspired action.
The post Choice Gaming Launches High-Energy Crash Game Arm’s Punch appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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