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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
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.
Betano has been named as an Official Tournament Supporter of the FIFA World Cup 2026
for Europe and South America thanks to a new partnership between FIFA and Kaizen Gaming’s lead brand. The international showpiece tournament taking place across Canada, Mexico and the United States from Thursday, 11 June until Sunday, 19 July is set to be the biggest FIFA World Cup in history, as for the first time ever it will feature 48 teams contending for the coveted crown.
This is the third time that Betano and FIFA have joined forces. Four years ago, Betano became the first sports betting operator to ever partner with FIFA when it joined as an Official Regional Supporter of the FIFA World Cup Qatar 2022 for Europe. More recently, Betano was announced as an Official Partner of the FIFA Club World Cup 2025.
“We are delighted to welcome Betano among the Tournament Supporters of the FIFA World Cup 2026,” said FIFA’s Chief Business Officer, Romy Gai.
“Since we first partnered with Betano four years ago, we have seen a genuine commitment to sporting integrity, bringing fans closer to our game and finding new, engaging ways to entertain them. We share these objectives and are glad to have this powerhouse by our side as we look forward to uniting the world through football once again in North America and beyond,” he stated.
“Partnering with FIFA for the third time is a proud milestone for everyone at Kaizen Gaming and a clear reflection of our global evolution,” added George Daskalakis, co-founder and CEO of Kaizen Gaming.
“The FIFA World Cup 2026 is the ultimate intersection of sport and entertainment, reaching billions of people. For us, it is the perfect stage to solidify Betano as the most trusted brand globally for responsible online sports betting. Our focus now is to deliver a thrilling, innovative and secure experience for fans throughout the tournament.”
Owned by Kaizen Gaming, which was recognised in both 2024 and 2025 as Operator of the Year at the EGR Operator Awards and Operator of the Year – Large at the SBC Awards, Betano will provide fans with a unique and exclusive opportunity to experience the excitement of the FIFA World Cup and to engage responsibly with the tournament’s matches. Fans will benefit from a range of responsible gaming tools, enabling them to set financial limits, manage their time and access specialised customer support 24/7. Betano is also organising a number of physical and digital fan engagement activations in Europe and South America to celebrate the FIFA World Cup 2026.
The post Betano unveiled as Tournament Supporter of FIFA World Cup 2026™ for Europe and South America appeared first on Americas iGaming & Sports Betting News.
Tequity, the pioneering iGaming software provider, has entered into a strategic partnership with new slot studio DELULU to provide the infrastructure for its upcoming market debut through its licensed modular Remote Gaming Server (RGS) platform.
The agreement allows DELULU to leverage Tequity’s advanced RGS to deploy titles designed to blend high-end cinematic quality with measurable performance. By utilising Tequity’s streamlined infrastructure, DELULU maintains creative control and rapid development speeds as it prepares to bring its titles to global operators.
DELULU is currently finalising development on its initial portfolio, working closely with aggregators to prepare for a full market release. Every title will feature the studio’s signature bold art direction and character-driven narratives, optimised for the modern player’s appetite for engagement and streamability.
The partnership comes during a period of rapid scaling for Tequity, which now supports 30 RGS clients and over 120 integrations across regulated markets.
The agreement, which follows on from a recent flurry of partnerships with game providers and operators, further cements Tequity’s reputation as the technical partner of choice for studios looking to bypass the friction of traditional game delivery.
Tanja Bergman, Head of Growth – RGS at Tequity, said: “DELULU is a studio that refuses to compromise. Their focus on visuals that catch the eye and math that feels right aligns perfectly with our philosophy of providing technology that does all of the heavy lifting.
“We are excited to provide the stable, high-performance environment they need to turn their creative vision into a market-leading reality.”
Alina Avekse Mathiasen, CPO at DELULU, said: “When building a studio, the crucial difference lies in how complete the platform is. With Tequity, everything from the promo toolkit to the frontend SDK works as one system and this is highly beneficical.
“It allows us to ensure our creative decisions reach the player exactly as intended. Tequity gives us the technical freedom to focus entirely on the game, ensuring our titles hit the market fast, stable, and ready to perform.”
The post Tequity signs RGS deal with DELULU to power cinematic slot portfolio appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming Corps – a publicly-listed game development company based in Sweden, has extended its partnership with bet365, taking its games live with the operator in Brazil as part of its continued expansion across regulated markets.
The launch builds on Gaming Corps’ existing relationship with bet365 and signals another important step in the studio’s wider Latin American growth strategy. The rollout has been delivered through Gaming Corps’ distribution partnership with Light & Wonder, supporting efficient market access through one of the industry’s most established content networks.
bet365 players in Brazil will gain access to Gaming Corps’ full line up, including Penalty Champion, the instant win game that puts players in a sudden-death penalty shootout where each successful strike increases the potential return. The launch also includes popular franchise titles such as 3 Pigs of Olympus and 3 Pigs of the Caribbean, while Brazilian players can also look forward to Gaming Corps’ three-game football suite arriving in time for the World Cup.
With a portfolio that stretches beyond standard slot content, Gaming Corps has focused on building games with more variety in both format and play style. Alongside proprietary concepts such as Smash4Cash, A-MAZE-CADES and X-MY-WAY, the studio also develops Mine, Table, Multiplier and Plinko games, helping operators introduce a wider mix of experiences for different types of players.
Juha Kauppinen, CEO at Gaming Corps, said: “Extending our partnership with bet365 into Brazil is an exciting development for Gaming Corps and an important next step in how we grow with major operators across regulated markets. bet365 is one of the most recognised names in online gaming and expanding our reach with them into a market like Brazil underlines both the strength of the relationship and the wider appeal of our portfolio.”
A bet365 spokesperson, added: “Gaming Corps has established a clear identity within the market through a mix of creative game concepts and distinctive mechanics. We are delighted to expand our partnership with the studio into Brazil and look forward to making this content available to our players in the market.”
The post Gaming Corps extends bet365 partnership into Brazil appeared first on Americas iGaming & Sports Betting News.
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