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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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ICONIC21 launches Private Edition Blackjack with a single-player 7-seat live table

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ICONIC21 has launched Private Edition Blackjack, a live table game built around a single-player format. The company said the table is reserved entirely for one player and supports up to seven hands played simultaneously.

Private Edition Blackjack uses a seven-seat table model with a high minimum bet requirement, positioning it at VIP and high-value segments. ICONIC21 said players can request a dealer change, request a shoe change, or choose to keep their current dealer.

The product also adds ICONIC21’s integrated LED Studio technology. According to the company, a built-in LED screen enables operators to change background visuals to support campaigns, partnerships, events, or player segmentation.

Edvardas Sadovskis, Chief Product Officer at ICONIC21, said: “Private Edition Blackjack brings a much stronger sense of ownership to the live blackjack experience. Players are not simply joining a seat – they take full control of the table, playing up to seven hands and shaping the session through dealer and shoe preferences.

For VIP and high-value players, engagement is everything. This format ensures the dealer’s full attention is dedicated to a single player, creating a more personal and immersive experience. With extended decision time and no need to accommodate others at the table, players can control the pace of the game and play entirely on their own terms.”

The post ICONIC21 launches Private Edition Blackjack with a single-player 7-seat live table appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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QTech Games adds ReelPlay slots via ARC iGaming distribution

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Aggregator expands its supplier line-up for operators in emerging markets, with a focus on Africa and Latin America.

QTech Games has signed a supplier partnership with B2B iGaming content developer ReelPlay, giving QTech’s platform customers access to ReelPlay’s slots catalogue via distribution partner platform ARC iGaming.

The agreement adds ReelPlay titles including the 10K WAYS™ series and Megaways™ games such as Hypernova Megaways™, 10,000 Wonders 10K WAYS™ and Atlantis Megaways™ to QTech’s aggregation offering.

QTech Games said the collaboration is aimed at extending ReelPlay’s reach in emerging markets, with particular emphasis on Africa and Latin America.

QTech Games CEO, Philip Doftvik, said: “We’re dedicated to constantly launching more and more first-class content and product innovation that drives revenue for our partners. So, this deal with ReelPlay extends our portfolio. We look forward to sharing Reelplay’s games with both leading and challenger operator brands in emerging markets worldwide.”

Niki Longmuir, CCO at ReelPlay, added: “At ReelPlay, we pride ourselves on working with the sector’s biggest and most commercially recognised partners, and QTech Games fits the bill perfectly, as we continue to broaden our borders, expanding our brand. Together, we will strive to prioritise the player experience, ensuring that every game we create is designed with the player in mind first. QTech’s platform is a gateway to global audiences, so we can’t wait to see how our highly engaging games perform across a greenfield landscape of emerging markets.”

The post QTech Games adds ReelPlay slots via ARC iGaming distribution appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Win Systems deploys Wigos CMS at Casino City Center Rosario, linking 2,500+ slots

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The Argentina rollout adds player tracking and QR-based cashless payments via Win Pay, the company says.

Win Systems has implemented its Wigos casino management system (CMS) at Casino City Center Rosario in Argentina, connecting more than 2,500 slot machines to operate and report in real time. The supplier announced the deployment on May 4, 2026.

According to Win Systems, the Wigos rollout centralizes operational management across gaming and customer-facing functions, with modular components spanning slots, tables, players, promotions, and payments. The company said the installation is designed to support operator oversight and decision-making through a single real-time view.

The project also introduces new functionality at the venue, including Player Tracking for player identification and management, and the activation of “Fun Plays.” Win Systems also said the site can enable a QR-based cashless option that allows players to load credit directly to a machine from a bank account or electronic wallet, via its Win Pay payment management platform.

Francisco de Moya, CEO of Halkkon Capital Partners, commented: “This launch represents an important step in the technological evolution of our operation, allowing us to optimize management, enhance the customer experience, and lay the groundwork for future developments.”

Eric Benchimol, CEO of Win Systems, added: “The deployment of Wigos at City Center Rosario is a clear example of how our technology adapts to large-scale operations, enabling operators to optimize processes, improve the player experience, and evolve toward increasingly digitalized models.” Darío Zutel, Executive Chairman of Win Systems, said: “This implementation is part of our growth strategy in the region and reflects our commitment to supporting operators with robust, scalable, and future-ready technology.”

 

The post Win Systems deploys Wigos CMS at Casino City Center Rosario, linking 2,500+ slots appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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