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Optimove Launches OptiLive: For the First Time, Sportsbook Operators Can Create CRM-Powered Live Sports Marketing at Scale

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OptiLive empowers sportsbooks to maximize in-play (live) sports betting by delivering real-time, personalized messages to millions of players during live sporting events 

Optimove, the #1 CRM Marketing solution for iGaming and Sports Betting, today announced the launch of OptiLive, a first-of-its-kind solution that enables sportsbook operators to create CRM-powered live sports marketing at scale. By combining CRM data such as players interests and betting history, with real-time sports data, OptiLive empowers marketers to deliver timely, relevant messages to their players —all in the heat of the action. 

In-Play Betting Drives Higher Player Spending and Garners More Betting Budget

An analysis of 3,794,500 sportsbook bettors found that live betting accounts for 54% of total bets. Furthermore, live bettors consistently spend more than pre-match bettors. For example, in the U.S., bettors’ average monthly live betting spend is $1,583.90, compared to $846.20 for pre-match betting—an 87% increase. This highlights the immense revenue driver in-play betting is for sportsbooks and OptiLive is designed to capitalize on it. Through tackling the complexities of delivering simultaneous, real-time messages across multiple brands, sports and geolocations, OptiLive redefines the in-play betting experience, driving deeper connections with their players.  

A Game-Changing Example in Action 

Imagine a high stakes soccer match between Real Madrid and Barcelona and Kylian Mbappé scores a pivotal goal to put Real Madrid ahead. OptiLive will: 

1. Autonomously identify the relevant sports fans who’ve shown interest in bets related to Kylian Mbappé or the competing teams and,  

2. Instantly delivers a message alerting them of the goal the moment it happens, complete with the latest live odds 

This real-time, hyper-personalized approach captures the excitement, encourages immediate action, and drives higher in-play betting activity—keeping operators seamlessly connected to bettors during critical moments. 

With OptiLive, Optimove elevates mass personalization in marketing to new heights, enabling operators to manage millions of tailored messages across sports, regions, and events simultaneously. This ensures every bettor receives timely, relevant communications, no matter where or when they engage. 

OptiLive Only Delivers Messages Tailored to Each Sports Fan’s Interests 

Sports fans are selective about the games they follow—and irrelevant notifications risk disengagement.

A survey of 396 gamblers conducted by Optimove Insights, the research arm of Optimove, revealed that an overwhelming 86% of online gamblers opt-out from platforms due to an avalanche of irrelevant messages. 

OptiLive’s advanced AI-driven personalization engine ensures bettors only receive messages that are aligned with their interests and betting history. Soccer fans get instant updates when teams they bet on score thrilling goals while tennis enthusiasts are notified the moment the players they bet on win pivotal sets. OptiLive avoids generic, excessive notifications, delivering timely and meaningful updates that drive engagement and conversions. 

OptiLive seamlessly integrates into sportsbook operations 

Designed for scalability, OptiLive integrates effortlessly into sportsbook operations, automating personalized campaigns across all major sports and marketing channels.  

With OptiLive, sportsbook operators can now: 

  • Alert players of key sporting events, such as goals and penalties, in the moment. 
  • Provide players with statistical insights on players and teams to enhance decision-making. 
  • Monitor, analyze, and review campaign performance in real-time. 

“For operators, OptiLive is a game-changing capability to boost player engagement, build loyalty, and drive conversions like never before,” said Shai Frank, SVP of Product and GM of Americas at Optimove. “For the first time, OptiLive empowers marketers with CRM-powered live sports marketing campaigns delivering a totally new experience for players and operators alike. It’s not just another tool—it redefines live sports betting by connecting with personalized, perfectly-timed messages that make every moment more thrilling for players.”  

Frank also noted that the higher average spend by live bettors highlights the potential for operators to enhance player lifetime value through targeted, timely personalized messages to players. 

Optimove is the iGaming industry’s most comprehensive CRM Marketing platform 
 
The launch of OptiLive marks the latest advancement in Optimove’s robust suite of tools and capabilities, further reinforcing its position as the #1 CRM Marketing platform for the iGaming and Sports Betting. Optimove is the iGaming industry’s most comprehensive CRM Marketing platform that is now enhanced with the following: 

  • A Dynamic Promotion Engine that automates personalized, CRM-driven rewards based on real-time customer behavior, enabling marketers to deliver impactful and timely promotional offers with ease. 
  • A Digital Experience Platform (DXP) accelerating time-to-conversion and boosts customer lifetime value by creating seamless, holistic customer experiences across digital channels. 
  • AI-Driven Gamification the first-of-its-kind innovation designed to enhance player engagement and retention by delivering highly immersive, personalized gamified experiences. 

OptiLive on Display at ICE 2025 Summit 

Optimove is showcasing OptiLive at the ICE 2025 Summit in Barcelona, January 20-22. Attendees can visit Booth #4A34 in Hall 4 for a first-hand look at this first-of-a-kind solution powering sportsbook marketers. 

The post Optimove Launches OptiLive: For the First Time, Sportsbook Operators Can Create CRM-Powered Live Sports Marketing at Scale appeared first on European Gaming Industry News.

British Gambling Commission

Industry Roiled As UK Regulator Steps Gingerly Into ‘Affordability’

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The UK Gambling Commission has tentatively introduced its much-feared Financial Risk Assessments (FRA), but despite the regulator tip-toeing across the start line, the industry remains convinced that the highly controversial policy will lead to disaster.

The commission announced on Tuesday (July 7) that it will roll out its FRA project in three stages, with only the most high spending players and the largest operators required to comply during its initial phase.

In this first introductory period, any customer of the market’s largest operators depositing over £5,000 in 24 hours will need to be subject to an FRA, which in most cases will see a check conducted by a credit reference agency in the background without the gambler’s knowledge.

Eventually, that threshold will drop to £1,000 in 24 hours or £3,000 in a rolling 90-day period. Individuals aged under-25 will trigger checks if they deposit more than £750 in 24 hours or £2,000 in a 90-day period.

In some cases, customers will need to submit additional personal documents to allow operators to assess whether they need additional support.

It is these instances to which the industry has responded overwhelmingly negatively, with gambling firms warning of further consumer leakage to a black market that they say is already gaining ground.

The Gambling Commission argues that only 3 percent of customers that trigger these checks will require additional documents or open banking checks to complete their assessments, and that only 1 in 1000 gamblers will even trigger an FRA in the first place.

In fact, the regulator argues that the new system will actually reduce the existing reliance on document checks, by shifting some of that compliance burden onto a “frictionless” background system.

“People who place an occasional bet, are a recent winning customer or even regularly spend hundreds of pounds would be unlikely to need a check,” the regulator said.

Why now?

The commission said that its key motivation for pushing forward with FRAs is that some high spending customers are not being adequately protected.

Where FRAs reveal that a gambler may be spending beyond their needs, operators will be expected to take “proportionate” action, which may include reducing marketing or setting deposit limits, the commission said.

“We are confident that our approach, using high-quality data, will enable support for high-spending customers in financial difficulties, while reducing friction for customers who are not in financial difficulties by removing the need for unnecessary and unpopular document checks to understand financial risk,” said acting Gambling Commission CEO, Sarah Gardner.

During an initial risk assessment phase set to kick off this Summer, licensees will not be penalised if they take no action as a result of an FRA, but the implication is very much that the regulator will take enforcement action in this area in the future.

There is currently no timeline for when the UK industry will move into the second implementation stage or what requirements will be added at that point.

The commission has said only that it will engage with industry implementation groups and other stakeholders beforehand.

Similarly, there is no estimate of when the third and final implementation stage will begin.

“We have listened to feedback throughout the pilot process which has led to us deciding to carefully proceed,” said Gardner.

“We will work with key partners to make sure that they are implemented in the most effective way for consumers and operators.”

Industry aghast

Trade group the Betting and Gaming Council has reacted with dismay to the news, with chief executive Grainne Hurst saying it was “deeply disappointed and frustrated” that the commission had not abandoned the project completely.

Hurst said that the phased implementation was a clear indication that the channelisation risks posed by FRAs, which it has consistently warned of, are real.

“These checks cannot be described as genuinely frictionless if they produce unreliable outcomes, lead to unnecessary account restrictions or ultimately result in customers being asked to provide documents or open banking information,” said Hurst.

The industry, in particular the horseracing sector, remains very concerned that revenues will shrink in the days and months following the introduction of FRAs, much as they did in the aftermath of the affordability regime introduced in the Netherlands in 2024.

“The commission’s announcement does nothing to assuage that concern,” said  Chris Elliott, a partner at London law firm Wiggin.

He added that it remains unclear what action operators should take once an FRA is complete and called for more guidance from the Gambling Commission.

“The staged approach risks being a staggered imposition of uncertainty rather than a measured roll-out of clear requirements,” said Elliott.

The UK gambling minister said the government supports FRAs, but appeared to back a tentative approach.

“The right balance must be struck so that assessments protect those in financial difficulties from the risk of gambling-related harm but do not create unnecessary burdens for the industry or consumers,” said Baroness Twycross.

The post Industry Roiled As UK Regulator Steps Gingerly Into ‘Affordability’ appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Paysafe expands Tebex checkout integration to add cards and more APMs

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Tebex connects to the Paysafe API, extending beyond PaysafeCard to card processing and alternative payment methods including Openbucks in the US.

Paysafe (NYSE: PSFE) has expanded its partnership with video game monetization platform Tebex, adding card payments and additional alternative payment methods (APMs) through a single integration to the Paysafe API. The update was announced July 7, 2026 in London.

Tebex has integrated the Paysafe Gateway to support credit and debit card processing alongside APMs. Tebex said its checkout has offered Paysafe’s prepaid eCash product PaysafeCard since 2016, and the new API integration connects Tebex to a broader set of Paysafe payment products.

The integration also links Tebex to Paysafe’s branded APMs. Tebex Checkout is already live with Openbucks, which enables US gamers to pay online with cash using third-party gift cards purchased in-store at “67K+ locations,” or via Openbucks’ Obucks digital card sold through authorized online resellers.

Zak Cutler, President of Global Gaming at Paysafe, said: “We’re delighted to broaden our partnership with Tebex. In a highly competitive market, video game creatives need to satisfy gamers’ increasingly diverse transactional expectations. By connecting the Tebex Checkout to an exhaustive range of payment options, including recognizable brands like our Openbucks solution, the Paysafe Gateway will give Tebex and its customers an edge when it comes to streamlining, simplifying and ultimately optimizing the monetization of gaming.”

Liam Wiltshire, Vice President and GM of Tebex, commented: “At Tebex, we know payments are more than a transaction. They’re a critical part of how studios build relationships with their players and grow their games. Acting as an extension of the studio, our role is to remove the complexity of global payments, compliance, and support so teams can focus on creating amazing experiences. Expanding our partnership with Paysafe allows Tebex to offer greater choice and flexibility at checkout, helping our partners reach more players, reduce friction, and unlock new opportunities for growth.”

payments, gaming-commerce, alternative-payment-methods, paysafe, tebex

The post Paysafe expands Tebex checkout integration to add cards and more APMs appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Paysafe strengthens Tebex’s payment offering for video gaming industry

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Expanded partnership sees video gaming monetization platform Tebex integrate to Paysafe API for card payments and multiple alternative payment methods

Paysafe (NYSE: PSFE), a global payments platform, today announced its expanded partnership with Tebex, the game monetization extension and growth platform for game servers and game studios. Tebex, which acts as an extension of a gaming studio, has integrated the Paysafe Gateway into its platform to enable video game merchants to provide their customers with true optionality when they transact – from card payments to alternative payment methods (APMs).

The Tebex Checkout has featured Paysafe’s flagship prepaid eCash solution PaysafeCard since 2016, and now, through a single, streamlined integration with the Paysafe API, it is connected to the company’s complete range of payment solutions. This includes seamless credit card and debit card payments, with all transactions processed in seconds by Paysafe.

The Gateway also connects Tebex to Paysafe’s suite of branded APMs, with the Tebex Checkout already live with the company’s Openbucks solution. Boasting strong brand recognition in the American video gaming community, this APM allows US gamers to pay online with cash using third-party gift cards, which can be bought in-store at 67K+ locations, or Openbucks’ own Obucks digital card, available for purchase online via authorized resellers.

With Openbucks and future Paysafe-powered solutions, Tebex continues to expand its network of local and alternative payment methods, enabling studios to reach players in more markets with payment options that reflect regional preferences and improve conversion rates with a seamless player experience.

Zak Cutler, President of Global Gaming at Paysafe, said: “We’re delighted to broaden our partnership with Tebex. In a highly competitive market, video game creatives need to satisfy gamers’ increasingly diverse transactional expectations. By connecting the Tebex Checkout to an exhaustive range of payment options, including recognizable brands like our Openbucks solution, the Paysafe Gateway will give Tebex and its customers an edge when it comes to streamlining, simplifying and ultimately optimizing the monetization of gaming.”

Liam Wiltshire, Vice President and GM of Tebex, commented: “At Tebex, we know payments are more than a transaction. They’re a critical part of how studios build relationships with their players and grow their games. Acting as an extension of the studio, our role is to remove the complexity of global payments, compliance, and support so teams can focus on creating amazing experiences. Expanding our partnership with Paysafe allows Tebex to offer greater choice and flexibility at checkout, helping our partners reach more players, reduce friction, and unlock new opportunities for growth.”

The post Paysafe strengthens Tebex’s payment offering for video gaming industry appeared first on Americas iGaming & Sports Betting News.

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