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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.

Amusnet

Weekend Reels | Week 28: Slot Drops & Trends

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Here are this weeks latest slots releases compiled by Eastern European Gaming

Amusnet has released Golden Snake, a captivating new video slot that blends the timeless appeal of Asian symbolism with innovative mechanics and high-impact gameplay. Designed for players who enjoy immersive themes and thrilling volatility, the title delivers a fresh interpretation of one of the industry’s most enduring and successful game styles.

PG Soft has released Monkey’s Wild Party, a new video slot set on a 5×5 grid with cascading reels, increasing multipliers and Wild Mushroom symbols that convert adjacent monkey symbols into wilds.

BGaming has announced the release of Yokai, the debut title in its new ART Collab series, developed in partnership with one of Portugal’s most influential street artists, Gonçalo MAR. In Yokai, players join a mysterious Samurai on the edge of an ancient Japanese forest in the shadow of Mount Fuji.

Pragmatic Play has launched Big Bass Blast, the latest entry in its Big Bass slot franchise. The game uses a 5×3 setup and adds random multipliers to wilds on reels 1 and 5 in the base game, with multipliers ranging from 2x to 10x.

R. Franco Digital has released Spin Fighters, a new slot title inspired by classic one-on-one fighting video games. The game opens with a character selection screen where players choose two contenders. R. Franco Digital said the core mechanic ties winning spins to “upper icons”, with the icon direction determining which fighter takes damage, reducing a health bar.

DEGEN Studios has launched Plague City, a Scatter Pays slot built around visible progression, escalating features and a 10,000x max win chase. Every winning combination spreads infection across the reels, creating bigger setups as players build towards Plague Wave Respins, Plague Breakout Free Spins and Super Free Spins.

BGaming sends players on a daring railway robbery with the launch of Train Heist Johnny Cash, the newest addition to its growing Johnny Cash series. The game marks the return of Johnny Cash, BGaming’s own gold-hungry outlaw, who is back with another scheme to get his hands on the money.

Legion Gold and the Throne of Dead carries Play’n GO into the burning ruins of Luxor, where imperial ambition meets ancient judgement beneath a sky thick with smoke. In Legion Gold and the Throne of Dead, Luxor Temple is no place of silence or ceremony. Stone halls crack, fire pours through shattered columns, and a legendary throne waits beyond the blaze.

Swintt has released Duolito Iceman Tower, a new SwinttPremium slot set in Pisa that includes free spins, shifting wilds and a maximum win of up to 10,000x the bet. The game is a five-reel, 10-payline title. It uses ace-through-ten playing card symbols alongside gelato-themed icons.

Games Global has cast its line into the popular fishing genre with the launch of Fishin’ Madness™ QUADGROWS™, developed by exclusive partner Posh Monkey Studios, introducing an all-new evolving reel mechanic that continuously unlocks new ways to win.

ELA Games has released a new slot title, Flames Fruits Frenzy Hold and Win, expanding its Flames Fruits Frenzy series with a Hold & Win bonus feature. The game uses classic fruit-machine iconography, including cherries, lemons, oranges, grapes, and watermelons, presented with updated high-definition visual effects, according to the company.

Booming Games has launched Fish Tales: Double Catch Max Scatter, the latest title in its Fish Tales slot series. The supplier said the game runs on a 5×3 grid with 10 fixed paylines and offers a maximum win potential of 10,000x.

Tom Horn Gaming will launch Royal Ruby FeatureStorm worldwide on 14 July 2026, adding a new Hold & Win slot to its portfolio. The game runs on a 5×3 reel layout with nine paylines and is positioned as a high-volatility release. Tom Horn Gaming said the title offers a maximum win potential of up to 13,920x the stake and is built around its Hold & Win FeatureStorm mechanic.

Enjoy Gaming has built on one of its most successful slot releases with the launch of Diamond Slam: Xtra Power, an enhanced sequel that builds on the fast-paced, jackpot-driven gameplay that made the original a standout hit. Retaining the original’s classic 3×3 format with five fixed paylines, Diamond Slam: Xtra Power blends nostalgic fruit machine appeal with even greater winning potential.

The post Weekend Reels | Week 28: Slot Drops & Trends appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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All Systems Go: Scientific Games Launches New, Advanced Technology for Arizona Lottery

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Scientific Games announces that a new suite of systems technology is now powering the Arizona Lottery‘s sales across the state, headlined by exciting new draw games for players. The technology advancement features Scientific Games’ Momentum ecosystem, including a central gaming system and retailer management system.

In addition to enhancing security and streamlining operations for the Arizona Lottery, the technology upgrade was designed to elevate the player experience, bring fresh energy to the Lottery’s classic draw game lineup, and provide even more opportunities for retail partners to succeed.

“Our teams have been working hard behind the scenes with the Scientific Games teams, and we are thrilled to see this project come to life. The changes to our draw games will give our players bigger value, more ways to play and even more chances to win,” said Alec Thomson, Executive Director of the Arizona Lottery. “Ultimately, the advanced technology ecosystem modernizes our operations and positions the Arizona Lottery for future growth.”

The expansion of the Arizona Lottery’s draw games portfolio includes:

  • Massive upgrade to The Pick with an automatic multiplier on every single play, better overall odds of winning and a brand-new instant win add-on called The Pick PLUS
  • Addition of a daily midday drawing for the Pick 3 game
  • Addition of an all-new Pick 4 game with midday and evening drawings
  • Addition of Powerball Double Play – an exciting add-on offering a second chance to win up to $10 million in a separate drawing immediately following the Powerball drawing

As part of the technology enhancements, Scientific Games upgraded gem | suite, the company’s comprehensive software suite, to accommodate the Arizona Lottery’s expanded draw game portfolio. gem | suite efficiently manages the Lottery’s network of 3,600 retailers’ licensing, communications and business intelligence that helps manage products in stores.

“As the Arizona Lottery’s systems technology partner since 2015, Scientific Games is focused on readying the Lottery for long-term sustainability through advanced systems and software, and exciting new products that engage players and drive proceeds to the good cause programs that benefit Arizonans,” said John Schulz, President, Americas & Global Instant Products.

Scientific Games has been a provider to the Arizona Lottery for 45 years, including Scratchers games and licensed brands. The company provides services and expertise to the Lottery from its Phoenix location.

Serving 150 lotteries in 50 countries, Scientific Games is the world’s largest lottery games company, the fastest-growing lottery systems provider, and a leading provider of digital lottery solutions. The company is one of the first lottery companies globally certified by the World Lottery Association as a Responsible Gaming Supplier.

Scratchers® is a registered service mark of the California Lottery.

gem | suite®, and Momentum® are trademarks of Scientific Games. © 2026 Scientific Games, LLC. All Rights Reserved.

The post All Systems Go: Scientific Games Launches New, Advanced Technology for Arizona Lottery appeared first on Americas iGaming & Sports Betting News.

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Arizona Lottery

Scientific Games rolls out Momentum systems upgrade for Arizona Lottery

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New central gaming and retailer management systems support expanded draw game features across the Lottery’s 3,600 retail locations.

Scientific Games said a new suite of systems technology is now powering the Arizona Lottery’s statewide sales, including updates to its draw games portfolio. The rollout is based on Scientific Games’ Momentum ecosystem, incorporating a central gaming system and a retailer management system.

Arizona Lottery Executive Director Alec Thomson said the technology and game changes are intended to modernize operations and refresh the draw game lineup. “Our teams have been working hard behind the scenes with the Scientific Games teams, and we are thrilled to see this project come to life. The changes to our draw games will give our players bigger value, more ways to play and even more chances to win,” Thomson said. “Ultimately, the advanced technology ecosystem modernizes our operations and positions the Arizona Lottery for future growth.”

The Lottery’s draw game changes include an update to The Pick featuring an automatic multiplier on every play and an add-on called The Pick PLUS, the addition of a daily midday drawing for Pick 3, the launch of a new Pick 4 game with midday and evening drawings, and the addition of Powerball Double Play.

Scientific Games said it also upgraded its gem | suite software to support the expanded draw portfolio and to manage retailer licensing, communications and business intelligence across the Arizona Lottery’s network of 3,600 retailers. “As the Arizona Lottery’s systems technology partner since 2015, Scientific Games is focused on readying the Lottery for long-term sustainability through advanced systems and software, and exciting new products that engage players and drive proceeds to the good cause programs that benefit Arizonans,” said John Schulz, President, Americas & Global Instant Products.

Scientific Games has supplied products and services to the Arizona Lottery for 45 years, including Scratchers games and licensed brands, and supports the Lottery from a Phoenix location, according to the company.

The post Scientific Games rolls out Momentum systems upgrade for Arizona Lottery appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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