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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.

Gamblers Connect

Gamblers Connect has officially launched its iHub, a new dedicated page created to be your ultimate connection to the iGaming world

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Gamblers Connect, the award-winning iGaming media and affiliate platform, is proud to announce the official launch of the iHub, a new dedicated page created to be your ultimate connection to the iGaming world.

The iHub exclusively features companies that have an official partnership or verified collaboration with Gamblers Connect, ensuring that every listing meets our editorial, commercial, and quality standards. To achieve this feat, we have successfully organized the complex web of the iGaming industry into a single, centralized location.

The sole purpose of the iHub is to function as a comprehensive database that allows anyone in iGaming, whether it is affiliates, operators, or players, to find the right solutions in one place. Unlike open directories, the iHub is a curated environment, only trusted, officially partnered companies are included, with no self-submissions or automated listings. The iHub, just as the industry itself, is built upon four essential pillars that cover every facet of the iGaming realm, including Affiliates, Game Providers, B2B Providers and Payment Solutions.

Every company featured within the iHub is manually reviewed and onboarded through an official partnership with Gamblers Connect, ensuring accuracy, relevance, and long-term value for the industry.

Gjorgje Ristikj, Founder of Gamblers Connect, said: “The launch of the iHub perfectly reflects our goal to be the most transparent source of information in the iGaming world. It marks a new milestone in our history, as it represents a step forward in our ongoing mission to bring clarity to the industry. By launching the iHub, we unite the four essential pillars in a transparent and centralised manner, giving our community the ultimate resources to navigate the iGaming landscape.”

The post Gamblers Connect has officially launched its iHub, a new dedicated page created to be your ultimate connection to the iGaming world appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Gaming Titans

Gaming Titans Are Relocating to Malta to Save Millions in Taxes

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The gambling industry is hitting hard on industry firms. A growing number of jurisdictions are elevating pressure on licensed operators by rolling out stricter rules and imposing higher taxes as part of the efforts to tackle illegal gambling. Amid mounting pressure, Malta quietly cultivated a reputation as the “Holy Grail” for gambling firms.

For more than a decade, Malta has become a magnet for gambling businesses regardless of size and activity. Even prominent gambling enterprises, giant firms long on the market, are leaving and relocating their headquarters (HQ) from unfavorable regimes known for exceptionally high taxes, like Germany and the United Kingdom. 

The math is mathing; businesses can save millions in annual revenue without compromising on the comfort of operating in a respected and stable regulatory framework. The most recent high-profile case involved one of the UK’s largest betting firms, Sky Bet, which has relocated a substantial part of its business to Malta, seeking to sharply reduce its tax bill.

The gap between tax regimes continues to widen, making it impossible to ignore for industry firms. Although the baseline UK corporate tax rate is set at 25%, the country has introduced additional gaming and betting duties, which are set to increase progressively, reaching up to 40% in the next two years. Subsequently, many small and large operators that have worked in the country for years reassess whether staying in the UK is still worth it.

Germany presents a similarly complex environment. Germany applies a 15% corporate income tax plus an additional levy of 5.5% on that amount, bringing the effective total to approximately 15.825% (together with other taxes, the rate may increase to approximately 28%-30%). The applicable gambling tax is 16.6% for lotteries and 5.3% for any other gambling activity. In Germany, therefore, securing positive net profit becomes the one with the stars for gambling businesses, thus driving many to reconsider their exposure and look elsewhere.

Malta, by comparison, looks like the missing piece of the puzzle. While the nominal corporate income tax rate in Malta is 35%, the country’s tax refund system allows one to effectively reduce the number to as low as 5%. Importantly, Malta does not introduce a UK-equivalent 15% gambling levy and instead applies a modest compliance contribution ranging from 0.5% to 4% per euro on the initial €2,000,000–€3,000,000 of company revenue, depending on the license class and activity.

For leading industry enterprises and groups of companies, securing a Malta gaming license and relocating to the jurisdiction can be truly transformative, potentially saving tens of millions in taxes each year.

Beyond the tax purposes, the Malta gambling license seal offers far more compelling advantages. The country has invested years in developing its gambling regulatory framework, with its licensing regime now widely respected internationally and recognized as “one of the most reputable licenses in the world,” according to Inteliumlaw, an industry-leading consultancy supporting firms during the license acquisition process.

Today, Malta has cemented a place among the world’s leading gambling hubs, with a regulator frequently regarded as one of the most experienced and well-respected. The island’s mature infrastructure and robust legal protection have made it extremely appealing both for innovating new projects and established enterprises seeking a reliable HQ base for growth.

As a result, gambling companies across Europe and other key regions are re-evaluating whether it still pays off to stay in their home jurisdiction, particularly where profitability begins to decline or no longer reaches desired thresholds. Ultimately, companies choose to leave higher-tax jurisdictions behind and move through mergers and acquisitions (M&A) or a complete restructuring.

Against this backdrop, gambling companies are debating whether relocation is worth it, but how to transition without any bottlenecks and compliance gaps while also keeping operations running seamlessly. Relocating a gambling business is not a simple maneuver; rather, it’s a high-stakes operation spanning re-licensing, corporate restructuring, and obtaining multiple regulatory approvals. Anything can go wrong, triggering compliance breaches and drawing regulator attention.

In this case, proceeding without strong legal support is akin to walking a tightrope with the eyes closed. Successful gaming business relocation to Malta typically hinges on professional guidance from firms like Inteliumlaw, who combine deep expertise in gambling licensing and corporate structuring. With proven know-how and a team of seasoned specialists, Inteliumlaw helps gaming firms navigate the Malta gaming license application process with confidence.

Malta’s rise as a premier gambling destination is neither accidental nor a mistake, but the effect of effective policy-making tailored to an in-depth understanding of the modern gambling business’s real needs. Yet, what appears to be a seamless relocation is often the result of meticulous work behind closed doors, where specialists create the right setup to truly stage the stage for successful long-term operations in the new jurisdiction.

The post Gaming Titans Are Relocating to Malta to Save Millions in Taxes appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

Gaming Titans

Gaming Titans Are Relocating to Malta to Save Millions in Taxes

Published

on

gaming-titans-are-relocating-to-malta-to-save-millions-in-taxes

The gambling industry is hitting hard on industry firms. A growing number of jurisdictions are elevating pressure on licensed operators by rolling out stricter rules and imposing higher taxes as part of the efforts to tackle illegal gambling. Amid mounting pressure, Malta quietly cultivated a reputation as the “Holy Grail” for gambling firms.

For more than a decade, Malta has become a magnet for gambling businesses regardless of size and activity. Even prominent gambling enterprises, giant firms long on the market, are leaving and relocating their headquarters (HQ) from unfavorable regimes known for exceptionally high taxes, like Germany and the United Kingdom. 

The math is mathing; businesses can save millions in annual revenue without compromising on the comfort of operating in a respected and stable regulatory framework. The most recent high-profile case involved one of the UK’s largest betting firms, Sky Bet, which has relocated a substantial part of its business to Malta, seeking to sharply reduce its tax bill.

The gap between tax regimes continues to widen, making it impossible to ignore for industry firms. Although the baseline UK corporate tax rate is set at 25%, the country has introduced additional gaming and betting duties, which are set to increase progressively, reaching up to 40% in the next two years. Subsequently, many small and large operators that have worked in the country for years reassess whether staying in the UK is still worth it.

Germany presents a similarly complex environment. Germany applies a 15% corporate income tax plus an additional levy of 5.5% on that amount, bringing the effective total to approximately 15.825% (together with other taxes, the rate may increase to approximately 28%-30%). The applicable gambling tax is 16.6% for lotteries and 5.3% for any other gambling activity. In Germany, therefore, securing positive net profit becomes the one with the stars for gambling businesses, thus driving many to reconsider their exposure and look elsewhere.

Malta, by comparison, looks like the missing piece of the puzzle. While the nominal corporate income tax rate in Malta is 35%, the country’s tax refund system allows one to effectively reduce the number to as low as 5%. Importantly, Malta does not introduce a UK-equivalent 15% gambling levy and instead applies a modest compliance contribution ranging from 0.5% to 4% per euro on the initial €2,000,000–€3,000,000 of company revenue, depending on the license class and activity.

For leading industry enterprises and groups of companies, securing a Malta gaming license and relocating to the jurisdiction can be truly transformative, potentially saving tens of millions in taxes each year.

Beyond the tax purposes, the Malta gambling license seal offers far more compelling advantages. The country has invested years in developing its gambling regulatory framework, with its licensing regime now widely respected internationally and recognized as “one of the most reputable licenses in the world,” according to Inteliumlaw, an industry-leading consultancy supporting firms during the license acquisition process.

Today, Malta has cemented a place among the world’s leading gambling hubs, with a regulator frequently regarded as one of the most experienced and well-respected. The island’s mature infrastructure and robust legal protection have made it extremely appealing both for innovating new projects and established enterprises seeking a reliable HQ base for growth.

As a result, gambling companies across Europe and other key regions are re-evaluating whether it still pays off to stay in their home jurisdiction, particularly where profitability begins to decline or no longer reaches desired thresholds. Ultimately, companies choose to leave higher-tax jurisdictions behind and move through mergers and acquisitions (M&A) or a complete restructuring.

Against this backdrop, gambling companies are debating whether relocation is worth it, but how to transition without any bottlenecks and compliance gaps while also keeping operations running seamlessly. Relocating a gambling business is not a simple maneuver; rather, it’s a high-stakes operation spanning re-licensing, corporate restructuring, and obtaining multiple regulatory approvals. Anything can go wrong, triggering compliance breaches and drawing regulator attention.

In this case, proceeding without strong legal support is akin to walking a tightrope with the eyes closed. Successful gaming business relocation to Malta typically hinges on professional guidance from firms like Inteliumlaw, who combine deep expertise in gambling licensing and corporate structuring. With proven know-how and a team of seasoned specialists, Inteliumlaw helps gaming firms navigate the Malta gaming license application process with confidence.

Malta’s rise as a premier gambling destination is neither accidental nor a mistake, but the effect of effective policy-making tailored to an in-depth understanding of the modern gambling business’s real needs. Yet, what appears to be a seamless relocation is often the result of meticulous work behind closed doors, where specialists create the right setup to truly stage the stage for successful long-term operations in the new jurisdiction.

The post Gaming Titans Are Relocating to Malta to Save Millions in Taxes appeared first on Americas iGaming & Sports Betting News.

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