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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.
1xBet
HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor
HLTV will stage the HLTV Awards presented by 1xBet in Belgrade, Serbia on January 9, 2027, returning to the Sava Center. The company said more than 1,000 players, industry professionals, creators, and fans are expected to attend.
HLTV also confirmed Dust2 creator David Johnston will feature as an award announcer. HLTV linked the booking to the 25th anniversary of Dust2.
For 2026, HLTV is updating its Hall of Fame process and eligibility rules. Four players will be inducted again, with “at least two and up to three” slots reserved for players from the Counter-Strike 1.6 and early eras. HLTV also removed the former “neo rule,” allowing players to be inducted for their playing careers even if they remain active in other roles such as coaching.
HLTV is adding a Lifetime Achievement Award, which will be decided by the Hall of Fame Board. The ceremony will also move Community Awards onto the main stage show for the first time, rather than the pre-show segment.
Separately, HLTV will kick off the 2027 Awards season with an invite-only “HLTV Awards by 1xBet Launch Party x GRID” in Cologne during the Major. HLTV said industry members can apply for an invite to the ceremony via its awards page.
The post HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Benjamin Bradtke Co-Founder of ThrillTech
ThrillTech lands Gibraltar B2B supplier licence
Approval from HM Government of Gibraltar’s Gambling Division lets the supplier serve Gibraltar-licensed iGaming operators.
ThrillTech has been granted a Gambling Services (B2B) Licence by the Gambling Division of HM Government of Gibraltar, allowing the supplier to provide its opt-in jackpot and mystery reward products to regulated iGaming operators licensed in Gibraltar.
The company said the licence supports its international expansion plans and will enable it to deploy its ThrillPots
product with additional operators in the jurisdiction, which hosts a number of tier-one betting and gaming brands.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing a B2B licence in Gibraltar is an important step for ThrillTech and a testament to our market-leading jackpots technology. Gibraltar is home to some of the industry’s most prestigious operators. This approval not only accelerates our global expansion strategy but now allows us to provide these major operators with new layers of player engagement which generate incremental revenue.”
ThrillTech said it seeks market-specific licences and certifications because its side-bet jackpots operate independently of operators’ core casino games and betting products. The company added that its jackpots are powered by a proprietary, certified RNG and do not alter core game RTP, with funding coming from opt-in player contributions.
According to ThrillTech, its regulated market licences and certifications also include the United Kingdom, Sweden, the Netherlands, Romania, Malta, Peru, and Brazil.
The post ThrillTech lands Gibraltar B2B supplier licence appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Asia
S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026
S8UL Esports’ League of Legends roster has qualified to represent India at the Asian Games 2026 in Aichi-Nagoya, Japan, running from September 19 to October 4. The organisation said the team secured qualification through the regional qualifiers after winning the National Esports Championships (NESC) 2026, described as the official national qualification tournament for the Asian Games.
S8UL said the roster competing under India’s banner is Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Sanindhya Malik (Deadcorporal), Mihir Ranjan (Lotus), Ahmed Shahid (Nero), and Rahul Bisht (Bob). The regional qualifiers featured 14 teams across a group stage and a split stage, with top performers advancing to the Asian Games main event.
In Group B, the team went unbeaten against Jordan, Sri Lanka, and Kazakhstan to progress, according to S8UL. In the split stage, it lost to Vietnam, Hong Kong, and Saudi Arabia but did enough to secure a berth. India will now face opponents including Japan, Chinese Taipei, and Vietnam at the main event.
Four players—Kat Bot, Infi, Deadcorporal, and Lotus—were also part of India’s League of Legends contingent at the Hangzhou Asian Games 2023, where S8UL said the team finished fifth.
Akshaj Shenoy aka Kat Bot, captain of India’s League of Legends team, said, “Qualifying for the Asian Games is a proud moment for all of us. We knew the regional qualifiers would be extremely competitive, and every match demanded complete focus. For many of us, this will be our second Asian Games, which makes this qualification even more special because we understand the level of competition that awaits us. We are grateful to S8UL for believing in this roster and providing us with the support, stability, and opportunities needed to keep improving as a team. Representing India is always an honour, and we’ll do everything we can to make the country proud in Aichi-Nagoya.”
S8UL co-founder and CEO Animesh Agarwal aka 8Bit Thug added, “Representing India at the Asian Games is among the highest honours an athlete can achieve, and seeing our League of Legends roster earn that opportunity is incredibly special. This team has demonstrated resilience, discipline, and a willingness to continually improve, qualities that are essential for success at the international level. At S8UL, our goal has always been to create pathways for Indian athletes to compete on the biggest stages in the world. We have no doubt they will give their all when they step onto the stage in Aichi-Nagoya and compete for the nation with pride,” S8UL also noted that Gurashish Singh (Soul) and Prateek Bhaunt (B Haunt) previously qualified for the Asian Games in Tekken 8 and Street Fighter 6 after winning at NESC 2026.
The post S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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