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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

Published

1 year ago

October 17, 2024

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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Paysecure’s Merchant Base Grows Fivefold; Company Targets Rapid Expansion in 2026

Published

34 minutes ago

January 13, 2026

Wladimir P.

paysecure’s-merchant-base-grows-fivefold;-company-targets-rapid-expansion-in-2026

Paysecure, the innovative payment orchestration firm, has reported a notable increase in merchant partners and a series of new senior appointments in December to accommodate a considerable rise in demand.

The company is swiftly expanding as the demand for payment orchestration solutions increases, especially in the worldwide iGaming industry.

In 2025, after the introduction of its main payments orchestration platform, Paysecure experienced a five-fold growth in the number of merchants utilizing its technology. This demand mirrored the rising competition in e-commerce markets, heavier regulatory requirements, and worldwide consumers seeking quicker checkouts.

To support the expanding international companies they have newly acquired, Paysecure has launched a comprehensive partner integration initiative throughout the year, achieving over 150 integrations, along with significant partnership announcements with WorldPay, DECTA, and Approvely. Top payment providers have acknowledged Payescure’s superior platform, which experienced enhanced acceptance rates, better transaction recovery rates, and increased profitability for merchants through additional redundancy features.

This commercial achievement has triggered a surge of new senior appointments to enhance the firm’s payment and sector-specific knowledge, signifying a pivotal year for the company. Total headcount rose by 131% in 2025. In the Senior Management Team, Sam Milton has come to Paysecure as Head of Sales from Paytently. He has dedicated the last ten years to iGaming and ecommerce payments with companies like Trustly and Vyne. Moreover, iGaming and payments specialist Jessica Rhodes has transitioned to Paysecure as Marketing Director from BR-DGE.

Viktoriia Degtiarova, Co-Founder and Chief Commercial Officer at Paysecure, said: “We’ve had a transformative 2025 and we’re excited to carry this momentum into 2026. We have built a powerful payments ecosystem that covers the entire payments lifecycle and offers a broad range of functionality for operators of any scale. Paysecure thrives in some of the most complex and fragmented markets, enabling our clients to launch faster and scale with confidence. Our clients grow alongside us, and this strong momentum is the clearest indication that the market is demanding independent, flexible, and technologically advanced payment orchestration.”

Product development

The growth of the business was supported by the robustness of Paysecure’s orchestration solution suite and further boosted by the introduction of Dynamic Cashier in 2025. The Cashier module enhances customer revenue by enabling infinite customization and customer segmentation during the payment process.

Alongside Paysecure’s fundamental orchestration services, featuring its AI routing system, redundancy and resilience capabilities, real-time analytics, and improved payment integration, these solutions have significantly contributed to positioning Paysecure as a top orchestration provider in the iGaming industry.

As regulatory complexity grows in localized markets, orchestration solutions have equipped operators with the necessary compliant and advanced technological options for a contemporary iGaming business, enhancing their risk decision-making abilities and payment clarity. As regulators in 2025, including those in the UK and Germany, require more stringent KYC procedures and Brazil enforces a ban on third-party payments, payment orchestration has evolved from a straightforward task into a crucial aspect of customer satisfaction and managing business risk.

With an eye on 2026, Paysecure is enhancing its capabilities to satisfy the growing need for smart, data-driven payment solutions. AI-enhanced functionalities such as real-time outage detection, automated recovery of transactions, and smart payment method selection will bolster merchant resilience in intricate markets while providing a more personalized and competitive customer experience. These developments solidify Paysecure’s role as a versatile, forward-looking orchestration ally.

Next stop ICE

Paysecure will participate in ICE Barcelona from January 19 to 21, sharing space with top payment organizations and operators atstand 4G30, showcasing its orchestration platform, which offers extensive market intelligence and tailored solutions for operators. Visitors can enjoy Payscure’s Crack the Code Game at its booth and interact with one of the leading orchestration solutions available today.

Data represents the future of all sectors and is the vital lifeblood of AI. Within iGaming, various groundbreaking uses of AI are currently reshaping the player experience, enhancing transactions, and facilitating comprehensive, real-time risk management.

The Paysecure orchestration platform serves as an intuitive data center, and in 2026, we will enhance its functionality to assist operators in visualizing their data, improving analytics, and utilizing AI for more effective smart routing and risk management at both transactional and business tiers.

Amit Hooja, Co-Founder and CEO at Paysecure, said “Our vision is to reshape the global payments landscape, empowering the world’s most ambitious digital businesses to scale globally and perform locally through seamless, intelligent payment orchestration. We have ambitious growth targets and we are well placed to meet them in 2026. I look forward to meeting the industry at ICE in Barcelona to discuss the future of payments and how Paysecure is at the forefront, leading the innovation.”

The post Paysecure’s Merchant Base Grows Fivefold; Company Targets Rapid Expansion in 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Forbidden Alchemy

PG Soft mixes magic and sorcery to create potent Forbidden Alchemy slot

Published

34 minutes ago

January 13, 2026

Wladimir P.

pg-soft-mixes-magic-and-sorcery-to-create-potent-forbidden-alchemy-slot

PG Soft, a world-class digital mobile games company, has concocted its new game, Forbidden Alchemy, blending the perfect quantities of magic, sorcery, and win-driven excitement.

PG Soft’s latest hit is a 5-reel, 3-row video slot featuring high-paying symbols that may transform into Wild symbols and multipliers. Unfolding in a shadowy alchemist’s chamber, amongst glowing potion jars, arcane symbols, and mysterious ingredients the game pulses with energy. A broody, tension-laden soundtrack hums beneath the action, deepening the sense of mystery and pulling players further into the alchemist’s world, where every spin feels like another step into the unknown.

Key to the main game is the Wild Transformation feature that can be randomly activated on any spin. During the Wild Transformation Feature, one or more high-paying symbols may be randomly selected and transformed into Wilds. Each transformed symbol increases a multiplier at the top of the reels, and once the feature is complete, all wins are multiplied by the combined total of these multipliers.

Three scientist Scatter symbols on the reels will trigger the Free Spins feature that starts with 12 free spins. Four Scatters will launch the feature with 15 free spins and finding five Scatters will award players with 20 free spins.

During the Free Spins Feature, any multipliers gained through the Wild Transformation Feature remain active for the duration of the round. Whenever the feature triggers on a winning free spin, all wins are multiplied by the combined total of the active multipliers. Landing two Scatter symbols at any point during Free Spins awards three additional free spins, with the feature fully retriggerable.

PG Soft’s spokesperson commented: “Forbidden Alchemy blends together inventive mechanics, big win potential, and striking graphics, all set against the backdrop of a shadowy laboratory. The Wild Transformation delivers a powerful element of tension and excitement, making it a game to suit all players’ tastes.”

The post PG Soft mixes magic and sorcery to create potent Forbidden Alchemy slot appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Aviatrix

Aviatrix integrates with Notix.Games

Published

34 minutes ago

January 13, 2026

Wladimir P.

Award-winning crash game Aviatrix has integrated with Notix.Games’ casino aggregation platform.

The agreement sees operator partners of Notix.Games gaining access to Aviatrix, which is beloved by players for its intuitive gameplay, progression system and legendary network tournaments.

Anastasia Rimskaya, Chief Account Officer at Aviatrix, said: “Notix.Games has built a strong Aggregation Platform with a clear focus on quality and reliability, which makes this a great fit for Aviatrix. Through this integration, more operators can offer their players a crash game that has set a new standard for the genre. We’re excited to work closely with Notix.Games

Ahikam Raviv, CCO at Notix.Games, said: “Aviatrix is one of those games players instantly recognise and actively look for. Adding it to our Aggregation Platform strengthens our offering for operator partners who want content that is easy to understand, highly engaging and consistently performs across different markets.”

Aviatrix’s current ‘Take Cash Before the Crash’ tournament is giving away four million euros in rewards to players between December 1, 2025 and February 28, 2026.

The post Aviatrix integrates with Notix.Games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.