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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.

3 Pigs of Independence Hog & Win

Gaming Corps launches 3 Pigs of Independence Hog & Win

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New 3 Pigs slot uses a 3×5, 243-ways setup with a Hold & Win-style bonus and a stated 5,000x max win.

Gaming Corps has launched 3 Pigs of Independence Hog & Win, a new title in its 3 Pigs slot series. The Sweden-based, publicly listed developer said the game is themed around US Independence Day.

The game runs on a 3×5 grid with 243 ways to win. Gaming Corps said it is built around “Hog & Win”, its pig-themed take on Hold & Win, where Prize Coins worth 1x to 5x the total bet can land in the base game and be collected via Collector Vaults.

According to the studio, the Bonus Hog & Win Game is triggered by collecting red, white and blue Pig Coins, with a stated top prize of 5,000x the total bet. In the bonus, the Red Pig “Grow” upgrade can add rows to increase the grid up to five symbols high, the White Pig “Boost” applies multipliers up to 10x, and the Blue Pig “Extra” adds respins. The Liberty Pig can also appear and reveal as one of the three Pig Coins.

The game also includes four collectable Banknote Prizes—Hamilton, Oinkrew, Grunt and Benji—which fill progress bars toward larger rewards, Gaming Corps said. A “Lose to Win” mechanic can also trigger on losing spins to reshape the grid into a win or send players into the Hog & Win feature.

Viacheslav Pechernyi, Product Owner at Gaming Corps, said: “The 3 Pigs have become real characters for us, and half the fun is deciding where they turn up next. An American Independence theme was the perfect fit for their loudest, brightest adventure yet.

“Beneath the celebration there is a genuinely rewarding game, with the Hog & Win feature, the grid-growing upgrades and the Banknote Prizes giving players plenty to chase. It is bold, good fun, and we think it will go down well wherever the 3 Pigs have found a following.”

The post Gaming Corps launches 3 Pigs of Independence Hog & Win appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Astana to host IESF World Esports Championship 2027

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IESF signs host agreement with Kazakhstan’s Ministry of Tourism and Sports and the Qazaq Cybersport Federation in Astana.

Astana has been confirmed as the host city for the IESF World Esports Championship 2027 (WEC27), following a host agreement signing ceremony involving the International Esports Federation (IESF), the Ministry of Tourism and Sports of the Republic of Kazakhstan, and the Qazaq Cybersport Federation.

IESF said the event is expected to draw participation across more than 150 IESF Member Federations through the qualifiers, with national teams competing via IESF-recognized national member structures.

“WEC27 will be more than a championship. It will be a global celebration of nations, athletes, and the future of esports,” said Vlad Marinescu, President of IESF. “For every player, there is no greater honor than competing under their national flag and officially representing their nation on the world stage. That is what makes the World Esports Championship so powerful and so unique. In 2027, Astana will welcome the world and proudly stand as the Esports Capital in the World of Esports, uniting our Member Federations, athletes, fans, and communities. Kazakhstan has shown remarkable vision, ambition, and commitment, and we are confident that WEC27 will deliver an unforgettable championship and a lasting legacy for the global esports family.”

Yerbol Myrzabosynov, Minister of Tourism and Sports of the Republic of Kazakhstan, said: “We are honored that the International Esports Federation has entrusted Kazakhstan with hosting the World Esports Championship 2027. This reflects the confidence in our country’s ability to deliver an event of the highest international standard. Hosting WEC27 reinforces our commitment to advancing esports and creating new opportunities for young people through sport, technology, education, and international cooperation. We look forward to welcoming the World of Esports to Astana and showcasing Kazakhstan as a destination capable of delivering world-class international events.”

Kuanyshbek Yessekeyev, Chairman of the Board of Trustees of the Qazaq Cybersport Federation, added: “We sincerely thank the International Esports Federation for the trust and confidence placed in Kazakhstan to host the World Esports Championship 2027. This is a historic milestone for our esports community and a testament to the progress we have achieved together with our partners. Alongside IESF, the Ministry of Tourism and Sports, and our national stakeholders, we are committed to delivering an outstanding championship for athletes, fans, and the World of Esports. WEC27 will inspire future generations, accelerate the growth of esports in Kazakhstan, and strengthen our country’s position as a leading esports and digital innovation hub.”

IESF said more details, including schedule, qualification pathway, venues, official titles, ticketing, and the event program, will be announced in the coming months via its official channels.

The post Astana to host IESF World Esports Championship 2027 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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QTech expands crash and fast games lineup with XUP Studio content

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QTech has signed a new content agreement with XUP Studio to add more crash and fast games to its aggregation platform, extending its catalogue for operators across emerging markets including Latin America and Africa.

XUP Studio was founded in 2025 and is focused on crash and fast games. The studio said it is building new mechanics rather than relying on reskins. It currently has three games live, including Pingwin and Pigaboom, with four more in development and a further three planned for 2026.

Philip Doftvik, QTech’s CEO, said: “XUP Studio’s initial launch of some jaw-dropping crash and fast games is premised on clever mechanics, easily intelligible gameplay, high payouts and colourful graphics. This kind of content is well-suited to LatAm and African markets, which directly tracks our ongoing expansion throughout these territories. After such a dazzling beginning, we can’t wait to see what’s next from this rising star.”

Nikoloz Kadjaev, Co-Founder of XUP Studio, added: “Our idea was to build new mechanics in the fast and crash game segments. With the market flooded by reskins, XUP’s vision has always been to create something truly unique – not just visually, but mechanically as well. Emboldened by the breakout success of Pigaboom, our team will continue building games with mechanics that stand apart from everything else on the market. Having such a strong in-house think-tank enables us to carefully craft each product to a high standard. We are in no rush, never compromising on quality for faster delivery. In short, we don’t copy – we create something fresh that we would love to play ourselves.

“Partnering with QTech represents an ideal opportunity for us to strengthen our product distribution across emerging markets and deliver our fantastic crash games to more and more top-tier operators, unlocking untapped jurisdictions from Asia, through Africa and Eastern Europe, and on to Latin America for diversified growth.”

The post QTech expands crash and fast games lineup with XUP Studio content appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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