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Optimove Launches OptiLive: For the First Time, Sportsbook Operators Can Create CRM-Powered Live Sports Marketing at Scale
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.
Betshield
Bets, vapes e a ilusão da proibição
A discussão sobre a proibição de apostas online no Brasil ressurge em um momento sensível do debate público, marcado por soluções simplistas para temas complexos.
Neste artigo, Thiago Iusim, fundador e CEO da Betshield Responsible Gaming, analisa os paralelos entre o mercado de cigarros eletrônicos e o setor de ‘Bets’, destacando como a tentativa de eliminar uma atividade por decreto tende a empurrá-la para a informalidade.
Para ele, a experiência brasileira mostra que proibir não extingue mercados — apenas reduz a capacidade de controle do Estado e amplia riscos para o consumidor.
O Brasil já viu esse filme antes.
Existe uma solução mágica que sempre reaparece no debate público brasileiro, normalmente em período eleitoral, quando um tema se torna politicamente incômodo: proibir.
A lógica é sedutora. No discurso, o “problema” desaparece. Na prática, ele apenas muda de endereço.
O caso dos cigarros eletrônicos mostra isso com clareza.
Os vapes nunca foram autorizados no país. São oficialmente proibidos desde 2009. Em teoria, portanto, não deveriam existir em terras tupiniquins. Na prática, estão por toda parte, sem controle sanitário, sem fiscalização efetiva e sem qualquer garantia sobre a procedência do produto.
A proibição não eliminou o mercado. Apenas eliminou a possibilidade de cercá-lo com regras.
Uma reportagem recente da CNN sobre o avanço das apreensões de cigarros eletrônicos ajuda a dimensionar esse fenômeno. O país não acabou com os vapes. Apenas empurrou esse mercado para um ambiente onde o Estado perdeu capacidade de controle.
O Estado proibiu. O crime organizado agradeceu e aplaudiu de pé.
Essa experiência ajuda a entender o momento atual do debate sobre apostas online no Brasil.
As bets já existiam antes da Lei 14.790/2023. Durante anos, o país conviveu com um mercado ativo, acessível pela internet e operando a partir do exterior, sem arrecadação, sem supervisão e sem instrumentos efetivos de proteção ao consumidor.
A atividade não surgiu com a lei. A lei surgiu porque ela já existia.
Regular foi a forma racional de trazer esse mercado para dentro de um ambiente controlável, com licenças, outorgas, identificação de usuários, prevenção à lavagem de dinheiro, regras de publicidade, mecanismos de proteção ao jogador.
Dezesseis meses depois, o debate público volta a flertar com a mesma solução simplista aplicada aos vapes: a ideia de que proibir faria a atividade desaparecer.
A essa altura, já deveríamos saber que não funciona assim.
No caso das apostas, o Brasil havia escolhido um caminho diferente: regular para controlar. Proteger o cidadão e a economia popular.
Voltar agora a discutir proibição como resposta para um mercado que já existe seria mais do que um erro regulatório.
Seria uma contradição histórica.
Ou, talvez, apenas a manifestação mais confortável de um certo moralismo público que prefere empurrar a atividade para a clandestinidade em vez de reconhecer sua existência.
No plano do discurso, a proibição pode soar vitoriosa. Na prática, ela serve apenas como embalagem moralmente confortável para soluções apressadas e politicamente convenientes.
Isso não passa de fantasia eleitoral. E, desta vez, ninguém poderá dizer que não conhecia o roteiro.
Thiago Iusim
Fundador e CEO da Betshield Responsible Gaming
The post Bets, vapes e a ilusão da proibição appeared first on Americas iGaming & Sports Betting News.
bets
Sports Betting, E-cigarettes and the Illusion of Prohibition
The debate over banning online betting in Brazil is resurfacing at a sensitive moment in the public discourse, marked by simplistic solutions to complex issues.
In this article, Thiago Iusim, founder and CEO of Betshield Responsible Gaming, analyzes the parallels between the electronic cigarette market and the ‘Bets’ sector, highlighting how attempts to eliminate an activity by decree tend to push it into informality.
According to him, the Brazilian experience shows that prohibition does not eliminate markets — it merely reduces the State’s ability to control them and increases risks for consumers.
Brazil has seen this movie before.
There is a magic solution that always seems to return to public debate, especially in election season, whenever an issue becomes politically inconvenient: ban it.
The logic is seductive. In the political narrative, the issue disappears. In real life, it simply moves elsewhere.
E-cigarettes make that point painfully clear.
Vapes have never been authorized in Brazil. They have been officially banned since 2009. In theory, they should not exist. In practice, they are everywhere, sold through social media, messaging apps, marketplaces, street vendors, and small retail shops, with no sanitary controls, no effective oversight, and no real guarantee of origin.
Prohibition did not eliminate the market.
It only eliminated the possibility of surrounding that market with rules.
A recent CNN report on the surge in e-cigarette seizures helps show the scale of the problem. Brazil did not get rid of vapes. It simply pushed the market into an environment where the state lost the capacity to control it.
The state banned it. Organized crime applauded.
That experience helps explain the current debate around online betting in Brazil.
Bets existed long before Law 14,790/2023. For years, Brazil lived with an active market operating online and from abroad, with no local tax collection, no regulatory oversight, and no effective consumer protection tools.
The activity did not emerge because of the law. The law emerged because the activity already existed.
Regulation was the rational response. It was the way to bring an already existing market into a controllable framework, with licenses, concession fees, user identification, anti-money laundering requirements, advertising rules, and player protection mechanisms.
And yet, just eighteen months later, public debate is once again flirting with the same simplistic solution applied to vapes: the fantasy that prohibition would make the activity disappear.
By now, Brazil should know better.
In the case of betting, the country had chosen a different path: regulate in order to control. Protect consumers. Protect the broader economy.
To now return to prohibition as a response to a market that already exists would be more than a regulatory mistake.
It would be a historical contradiction.
Or perhaps simply the most comfortable expression of a certain kind of public moralism that would rather push an activity into the shadows than acknowledge its existence.
In political discourse, prohibition can sound like victory.
In practice, it often functions as morally comfortable packaging for rushed and politically convenient decisions.
This is nothing more than electoral fantasy. And this time, no one will be able to say they did not know how the story would end.
Thiago Iusim
Founder and CEO of Betshield Responsible Gaming
The post Sports Betting, E-cigarettes and the Illusion of Prohibition appeared first on Americas iGaming & Sports Betting News.
Bichara e Motta Advogados
Los nuevos desafíos de la industria del iGaming en 2026
The post Los nuevos desafíos de la industria del iGaming en 2026 appeared first on Americas iGaming & Sports Betting News.
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