Latest News
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.
Casino Content
Spinmatic launches Elemental Fusion Deluxe with instant Plinko bonus triggers
Spinmatic has launched Elemental Fusion Deluxe, a new slot built around instant access to its Plinko mechanic from the base game, the supplier said. The title was announced on 9 June 2026 from Malta.
Elemental Fusion Deluxe runs on a 5×3 layout with 25 fixed paylines. Spinmatic lists the game as medium-high volatility with a 96.04% RTP and 39.49% hit frequency.
The game’s feature set includes Gold Wilds, which can appear on any reel and substitute for standard symbols (excluding the Special Plinko Symbol and the Special Element Elixir Symbols). Spinmatic also says base gameplay uses “Instant Elixir Multipliers” linked to Fire, Earth, Water, Air, and Galaxy symbols.
Instead of an accumulator-style collection mechanic, the Plinko Feature Trigger activates when three dedicated trigger symbols land on reels 1, 3, and 5, launching a random Plinko bonus. Spinmatic says the Plinko bonus is split into four elemental modes after a selection wheel sets a starting pool of 10 to 100 balls: Water Plinko (low volatility, Mini Jackpot), Air Plinko (medium volatility, Midi Jackpot), Earth Plinko (high volatility, Maxi Jackpot), and Fire Plinko (very high volatility, Grand Jackpot), played on a 16-row pyramid.
The company framed the release around reducing time-to-feature: “In a market where a split-second delay can lose a player, the quality of your content delivery determines your bottom line.”
The post Spinmatic launches Elemental Fusion Deluxe with instant Plinko bonus triggers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
game launches
Inspired launches Wolf It Up! Roulette 54 and Big Wheel for Hybrid Dealer
Inspired Entertainment, Inc. (NASDAQ: INSE) has launched two new iGaming titles: Wolf It Up! Roulette 54
and Wolf It Up! Big Wheel
. The games were announced June 9, 2026 and are powered by the company’s Hybrid Dealer® format and its Cash Bank
mechanic.
Wolf It Up! Roulette 54 is positioned as a roulette-style product delivered in a Hybrid Dealer presentation with pre-recorded hosts and a CGI studio environment. Inspired said the game’s layout uses numbers 1 to 50 plus four special symbol segments, built to support Cash Bank bonus rounds.
Wolf It Up! Big Wheel is built around an automated 54-segment wheel and uses a roulette-inspired betting interface. Inspired described the game as a faster-paced, gameshow-style alternative within the same Wolf It Up!
theme, with Cash Bank features and “character-driven upgrades.”
Chris Campbell, Product Director at Inspired Entertainment, said: “These two titles are designed to complement each other. Roulette 54 version is for players who want an immersive, live-style experience, and Big Wheel is for those after something faster and more streamlined. Underpinning both is our Cash Bank mechanic, making this duo a particularly exciting addition to our Hybrid Dealer portfolio.”
The post Inspired launches Wolf It Up! Roulette 54 and Big Wheel for Hybrid Dealer appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Game Aggregation
Groove confirms SBC Summit Americas 2026 attendance in Fort Lauderdale
Groove will attend SBC Summit Americas 2026, taking place June 9–11 at the Broward County Convention Centre in Fort Lauderdale, Florida. The company said its leadership team will be on site, including Co-Founder and CEO Yahale Meltzer and Business Development Director Giusy Campo, to meet operators, regulators, and affiliates.
The appearance follows Groove’s participation at SiGMA Asia in Manila, where the company said it joined a panel on regulatory resilience in the “Jurisdiction Jungle”. In Fort Lauderdale, Groove plans to continue discussions focused on navigating fragmented regulatory environments across North and Latin America.
Giusy Campo, Business Development Director at Groove, said: “When we move into a new region, we don’t arrive empty-handed. We come with a platform built on structural resilience: predictive auto-scaling, atomic transactions, and a real-time compliance mesh that adapts to jurisdictional demands, not the other way around. Operators in the Americas face many of the same pressures as their counterparts in Asia: banking scrutiny, shifting regulations, and the need for flawless execution. Our ‘Unseen Architecture’ was built for exactly this moment.” She added: “They need a partner whose platform won’t introduce compliance or operational risk into their business. That’s what we deliver. From Manila to Miami, the questions are the same. And we have the answers.”
Groove said it enters the event after what it described as a “transformative 2025,” including securing a license to operate in Brazil and establishing regulated activity in Argentina, alongside expansion across Europe, Africa, and Asia. The company also said it offers “over 15,000 games from more than 150 providers unified through a single API.”
Meltzer said: “We don’t do ‘one-off’ events. We build continuous relationships across the markets that matter. Asia was about demonstrating structural resilience in the face of fragmentation. The Americas require the same rigour: a platform that can scale from a single operator in Argentina to a national lottery in Brazil without breaking compliance or trust. Our nomination in Manila wasn’t an endpoint. It was a signal. Now we take that signal to Fort Lauderdale, where the real work begins.” He also pointed to Groove’s offices in Israel, Georgia, and Malta, and its 24/7 multilingual support team as part of its operating model.
The post Groove confirms SBC Summit Americas 2026 attendance in Fort Lauderdale appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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