Latest News
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.
Latest News
BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10

Company to share expert insights and highlight its fast-track product certification and lottery support at São Paulo, Brazil show
BMM Innovation Group (“BMM,” “BIG Group,” or “BIG”), a technology conglomerate focused on product compliance testing, cybersecurity solutions, and virtual training for the global gaming industry, will exhibit at BiS SiGMA Americas April 7-10 at the Transamerica Expo Center in São Paulo, Brazil in Stand No. F133.
As Brazil’s gaming landscape undergoes a significant transformation under new federal regulations, BMM is heavily partnered with operators, suppliers, and regulators through this transition. With its three expert divisions – BMM Testlabs, BIG Cyber, and RG24seven Virtual Training – the BIG Group brings unmatched expertise in product testing, cybersecurity, and responsible gaming education, all vital for success in the dynamic Brazilian market.
At the show, BMM will highlight its fast-track product testing and certification process, developed specifically to address Brazil’s recertification requirements for B2B and B2C operators. This streamlined service ensures that gaming companies meet all regulatory standards while maintaining their operating licenses with minimal disruption.
BMM Testlabs’ Marzia Turrini, President of iGaming & Cybersecurity, said, “BMM is committed to guiding customers through the certification process with speed, precision, and expert support. Our goal is to reduce regulatory risks and accelerate time to market in Brazil’s evolving regulatory environment.”
At BiS SiGMA, BMM will highlight its support for Brazil’s expanding state lottery market, working closely with operators to support multi-jurisdictional entry and growth. BMM’s lottery and iLottery testing services help ensure full compliance while enabling faster, broader market access.
Visitors to BMM Innovation Group’s stand at BiS SiGMA Americas will gain insights into the Company’s full suite of services for cybersecurity and defense, as well as responsible gaming, including:
- Vulnerability assessments, penetration tests, PCI:DSS evaluations, and a suite of managed security services featuring CYREBRO’s Security Operations Center, KnowBe4’s security awareness training, and Maxxsure’s risk management platform.
- RG24seven Virtual Training, offering expert-led education on responsible gaming, anti-money laundering, and many other important topics, available in Portuguese, Spanish, and English for gaming professionals worldwide.
Turrini added, “BMM is more than just a test lab. We are a long-term strategic partner, helping shape a secure, responsible, and compliant gaming industry in Brazil and globally.”
BMM invites all BiS SiGMA attendees to stop by Stand No. F133 and discover how the Company drives innovation, reliability, and trust across Brazil’s regulated gaming industry. For more information on BMM’s Brazil support, visit the BMM Brazil Hub at brazil.bmm.com/.
The post BMM INNOVATION GROUP TO SHOWCASE ITS WORLD-LEADING TESTING SERVICES FOR BRAZIL’S FAST-GROWING GAMING MARKET AT BIS SIGMA AMERICAS SUMMIT APRIL 7–10 appeared first on Gaming and Gambling Industry in the Americas.
Latest News
Bacta’s George McGregor to step down

George McGregor, Bacta’s Executive Director – Government Relations, has announced that he is moving on from the UK trade association at the end of June.
His departure following the Bacta AGM marks the conclusion of a 21-year association with the trade body.
He was an external adviser to Bacta in his role as Managing Director of the public affairs consultancy Interel (now DGA) and has served as Bacta Executive Director since January 2024.
George McGregor, confirmed: “In August this year I turn 60 and my intention is to shift gear in my career, moving from a full-on role to project and advisory work.
“I am incredibly proud of my work with Bacta over the years in helping it achieve tangible benefits for members.
“Between now and my departure there is still a lot to do. We need to finalise our response to the Gambling Minister on stakes and prizes, conclude our submission to the Gambling Commission’s review of gaming machine technical standards and push hard to see the delivery of the long overdue Gambling White Paper reforms”.
John Bollom, Bacta President, added: “We are very sad to see George moving-on but we understand his reasons and wish him well in the future. George is smart, determined and personable. He will leave big boots to fill.”
The post Bacta’s George McGregor to step down appeared first on European Gaming Industry News.
Africa
Play’n GO announces landmark South African partnership with Hollywoodbets

Play’n GO, the world’s leading casino entertainment provider, has today announced a new operator partnership in South Africa with Hollywoodbets.
The legendary games studio went live in South Africa in 2024, and this newly announced partnership will see classic Play’n GO titles such as Fire Joker, Rise of Olympus 100 and Boat Bonanza now available to Hollywoodbets players in South Africa.
Play’n GO enjoyed a landmark year in 2024, expanding its reach globally, and recently announced the launch of two brand new slots mechanics, Blitzways™ and Crashback™.
Stuart Trigwell, Director of Business Development at Play’n GO, commented “South Africa is a market of increasing significance in iGaming globally, and we’re very pleased to have gained such a strong foothold in the country with this partnership.
“The Hollywoodbets brand is synonymous with iGaming in South Africa, and this partnership reflects the commitment of both Play’n GO and Hollywoodbets to deliver the best casino gaming experience possible to players in the region. We’re excited for the opportunities that will come from this partnership, and we look forward to many years of success together.”
Wayde Dorkin, Head of Product at Hollywoodbets added “We’re looking forward to welcoming Play’n GO’s legendary games portfolio to our platform, and we know our players are just as excited as we are. We’re committed to being the number one operator in South Africa, and partnering with Play’n GO is a significant step forward on that journey.”
The post Play’n GO announces landmark South African partnership with Hollywoodbets appeared first on European Gaming Industry News.
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