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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.
ALT Sports Data, the global leader in engagement solutions and official data for emerging sports, has appointed Neale Deeley as SVP of Sportsbook. Deeley brings over two decades of industry experience and a proven track record of driving innovation and commercial growth in sports wagering.
In his new role, Deeley will lead the company’s global sports betting strategy, spearheading market expansion, deepening operator partnerships, and accelerating the monetization of emerging sports through regulated betting markets. He will work closely with sportsbooks and gaming partners to build scalable betting products that delivers unique fan engagement opportunities and new revenue streams across ASD’s portfolio of exclusive sports properties.
“Neale’s deep expertise across the betting ecosystem, combined with his innovative approach to product and commercial partnerships and long-standing industry relationships, makes him an invaluable addition to our leadership team. As we continue to unlock new value for sports properties and their fanbases, Neale’s leadership will be instrumental in driving adoption and innovation at scale,” said Joe Dunnigan, Founder and CEO of ALT Sports Data.
Deeley spent over 8 years at Sportradar, most recently as the Managing Director, US Betting, where he played key roles in growing the footprint of official data rights and launching cutting-edge betting solutions.
“I’m thrilled to join ALT Sports Data at such an exciting time. There’s a massive opportunity to expand the boundaries of what sports betting can look like- by powering it with authentic data, community-driven narratives, and a commitment to integrity. ASD’s model is built for the future, and I’m excited to help bring that vision to life,” said Neale Deeley.
The post ALT Sports Data Appoints Neale Deeley as SVP of Sportsbook appeared first on Gaming and Gambling Industry in the Americas.
Rdentify, the AI-powered customer support and player engagement platform, has appointed Dr. Vikas Shah MBE DL as its new Chairman.
A respected entrepreneur, investor, and public servant, Dr. Shah brings decades of strategic leadership to the role.
He currently serves as a non-executive board member at the UK Government’s Department for Energy Security & Net Zero and was awarded an MBE for Services to Business and the Economy.
His appointment comes as Rdentify transitions into a comprehensive, AI-driven customer experience platform.
Dr. Vikas Shah MBE DL, Chairman of Rdentify, said: “Technology is reshaping how companies interact with their users, and online gaming is no exception. Rdentify is at the cutting-edge of this transformation, using AI to drive meaningful, responsible, and personalised player experiences. I’m delighted to join the team as we expand our impact across the industry.”
Daniel Brookes, CEO and founder of Rdentify, added: “Vikas brings strategic insight and a deep understanding of how technology can deliver social and commercial impact. Rdentify is redefining what player engagement means, using intelligent automation to support both compliance and growth. Vikas’ guidance will be vital for the next step of our journey.”
In 2024, Rdentify launched a major platform update, offering operators richer insight into player behaviour and team performance, enhancing both service quality and regulatory alignment.
Rdentify now empowers operators with tools that go far beyond FAQs, with its AI bot technology analysing customer support, sales, and account management calls in real-time. It also automates backend tasks, and dynamically updates player data, all while delivering instant, context-aware support.
The post Rdentify appoints Dr. Vikas Shah as chairman appeared first on European Gaming Industry News.
Financial reports
PGCB Reports Record Revenue of Nearly $6.4 Billion from Legal Gambling in State Fiscal Year
The Pennsylvania Gaming Control Board (“PGCB”) today reported that revenue generated during the combined Fiscal Year 2024/2025 of gaming it regulates reached a record level of $6,394,641,819.
This figure consists of the combined revenue from casino slot machines and table games, iGaming, sports wagering, video gaming terminals (VGTs) and fantasy sports contests. The amount eclipses the previous high for revenue in a fiscal year of $5,892,516,807 achieved in 2023/2024. Pennsylvania’s Fiscal Year runs from July 1 to June 30.
The resulting tax revenue from the play of these games in Fiscal Year 2024/2025 was $2,797,395,982. That figure eclipses the previous high for tax revenue in a fiscal year achieved during 2023/2024 of approximately $2.54 billion. The estimated amounts for revenue and taxes being reported are prior to any possible adjustments by the PA Department of Revenue.
Tax revenue from the various forms of gaming regulated by the PGCB is returned to Pennsylvanians in a number of ways. These include, but are not limited to:
- school property tax reduction on an owner’s primary residence;
- state, county, and local economic development, safety and recreational projects;
- support of the agricultural industry through support of horse racing; and,
- revenue toward the Commonwealth’s General Fund.
A comparison of combined revenue is below:
|
Fiscal Year |
Slot Machine Revenue |
iGaming Revenue |
Table Games Revenue |
Sports Wagering Revenue |
VGT’s Revenue |
Fantasy Sports Contests |
Total Gaming Revenue |
|
12/13 |
$2,428,887,430 |
|
$713,107,163 |
|
|
|
$3,141,994,593 |
|
13/14 |
$2,319,890,598 |
|
$731,874,861 |
|
|
|
$3,051,765,460 |
|
14/15 |
$2,335,787,919 |
|
$779,738,065 |
|
|
|
$3,115,525,984 |
|
15/16 |
$2,388,658,549 |
|
$839,177,086 |
|
|
|
$3,227,835,635 |
|
16/17 |
$2,336,152,508 |
|
$866,518,820 |
|
|
|
$3,202,671,328 |
|
17/18 |
$2,352,320,937 |
|
$895,278,806 |
|
|
$2,349,569 |
$3,249,949,311 |
|
18/19 |
$2,378,859,341 |
|
$885,588,231 |
$21,730,113 |
|
$23,588,490 |
$3,309,766,175 |
|
19/20 |
$1,697,955,473 |
$240,894,852 |
$644,543,736 |
$113,724,759 |
$6,798,123 |
$20,868,176 |
$2,724,785,117 |
|
20/21 |
$1,887,573,437 |
$897,216,020 |
$721,763,471 |
$308,849,184 |
$31,334,744 |
$28,186,529 |
$3,874,923,386 |
|
21/22 |
$2,410,313,212 |
$1,232,309,138 |
$1,015,735,661 |
$315,716,247 |
$41,584,158 |
$27,308,976 |
$5,042,967,392 |
|
22/23 |
$2,452,239,440 |
$1,532,761,065 |
$974,018,112 |
$491,960,612 |
$42,114,593 |
$20,668,195 |
$5,513,762,017 |
|
23/24 |
$2,438,537,357 |
$1,949,017,248 |
$958,027,818 |
$486,566,429 |
$41,105,387 |
$19,262,568 |
$5,892,516,807 |
|
24/25 |
$2,440,474,767 |
$2,477,083,825 |
$928,915,940 |
$487,639,844 |
$41,392,843 |
$19,134,601 |
$6,394,641,819 |
Retail Slot Machine Revenue
Fiscal Year 2024/25 gross revenue from slot machines at the casinos was $2,440,474,767, a 0.08% increase in revenue when compared to the $2,438,537,357 generated in Fiscal Year 2023/24.
Slot machine revenue for each of the casinos, with the percentage change reflected over the previous year, is as follows:
|
Retail Slot Machine Revenue by Operator |
Slot Machine Revenue FY2024/25 |
Slot Machine Revenue FY2023/24 |
% Change |
|
Parx Casino |
$377,741,868 |
$377,032,792 |
0.19% |
|
Wind Creek Bethlehem |
$281,813,834 |
$284,307,219 |
-0.88% |
|
Rivers Casino Pittsburgh |
$259,376,552 |
$265,520,300 |
-2.31% |
|
Mohegan Pennsylvania |
$175,512,043 |
$178,826,406 |
-1.85% |
|
Hollywood Casino at the Meadows |
$165,364,220 |
$162,709,117 |
1.63% |
|
Mount Airy Casino Resort |
$153,287,514 |
$155,143,779 |
-1.20% |
|
Live! Casino Philadelphia |
$152,124,613 |
$144,926,580 |
4.97% |
|
Rivers Casino Philadelphia |
$137,486,000 |
$133,819,461 |
2.74% |
|
Hollywood Casino at Penn National Race Course |
$134,995,246 |
$137,320,744 |
-1.69% |
|
Harrah’s Philadelphia |
$105,042,096 |
$109,918,495 |
-4.44% |
|
Valley Forge Casino Resort |
$103,226,169 |
$103,889,859 |
-0.64% |
|
Live! Casino Pittsburgh |
$99,739,181 |
$99,808,958 |
-0.07% |
|
Presque Isle Downs and Casino |
$85,948,165 |
$89,925,305 |
-4.42% |
|
Hollywood Casino York |
$85,268,464 |
$80,121,662 |
6.42% |
|
Hollywood Casino Morgantown |
$61,408,784 |
$59,013,269 |
4.06% |
|
Parx Shippensburg |
$36,866,401 |
$34,471,430 |
6.95% |
|
The Casino at Nemacolin |
$25,273,617 |
$21,781,982 |
16.03% |
|
Statewide Total |
$2,440,474,767 |
$2,438,537,357 |
0.08% |
Tax revenue from the play of slots machines in Fiscal Year 2024/25, including mandated fees paid by some operators, amounted to $1,343,013,822.
Retail Table Games Revenue
Fiscal Year 2024/25 gross revenue from table games at the casinos was $928,915,940, a 3.04% decrease in revenue when compared to the $958,027,818 generated in Fiscal Year 2023/24.
Table games revenue for each of the casinos, with the percentage change reflected over the previous year, is as follows:
|
Retail Table Games Revenue by Operator |
Table Games Revenue FY2024/25 |
Table Games Revenue FY2023/24 |
% Change |
|
Wind Creek Bethlehem |
$248,027,460 |
$252,200,606 |
-1.65% |
|
Parx Casino |
$196,413,495 |
$199,049,817 |
-1.32% |
|
Live! Casino Philadelphia |
$104,163,224 |
$107,817,308 |
-3.39% |
|
Rivers Casino Philadelphia |
$82,091,166 |
$86,998,189 |
-5.64% |
|
Rivers Casino Pittsburgh |
$73,919,682 |
$79,129,580 |
-6.58% |
|
Valley Forge Casino Resort |
$37,167,593 |
$33,693,962 |
10.31% |
|
Mount Airy Casino Resort |
$35,514,513 |
$34,636,221 |
2.54% |
|
Mohegan Pennsylvania |
$28,386,495 |
$27,999,899 |
1.38% |
|
Hollywood Casino at Penn National Race Course |
$24,867,554 |
$24,576,944 |
1.18% |
|
Harrah’s Philadelphia Casino |
$22,172,289 |
$26,708,238 |
-16.98% |
|
Hollywood Casino at the Meadows |
$21,931,051 |
$28,181,270 |
-22.18% |
|
Live! Casino Pittsburgh |
$14,750,775 |
$15,535,302 |
-5.05% |
|
Hollywood Casino York |
$13,612,400 |
$15,918,424 |
-14.49% |
|
Presque Isle Downs and Casino |
$12,364,452 |
$13,038,895 |
-5.17% |
|
Hollywood Casino Morgantown |
$10,207,462 |
$9,272,263 |
10.09% |
|
The Casino at Nemacolin |
$2,552,301 |
$2,377,478 |
7.35% |
|
Parx Shippensburg |
$774,029 |
$893,423 |
-13.36% |
|
Statewide Total |
$928,915,940 |
$958,027,818 |
-3.04% |
Tax revenue from the play of table games in Fiscal Year 2024/25 was $154,879,545.
Internet Casino-Type Gaming (iGaming) Revenue
Fiscal Year 2024/25 revenue from iGaming was $2,477,083,825, a 27.09% increase in revenue when compared to the $1,949,017,248 generated in Fiscal Year 2023/24. This revenue amount is a high mark for a fiscal year.
|
Operator |
FY2024/25 |
FY2023/24 |
% Change |
|
Hollywood Casino at Penn National Race Course |
$935,823,045 |
$751,177,422 |
24.58% |
|
Valley Forge Casino Resort |
$675,170,190 |
$482,491,457 |
39.93% |
|
Rivers Casino Philadelphia |
$411,718,444 |
$356,647,653 |
15.44% |
|
Harrah’s Philadelphia |
$115,994,074 |
$102,020,334 |
13.70% |
|
Golden Nugget |
$79,696,001 |
$39,281,525 |
102.88% |
|
Parx Casino |
$58,964,411 |
$58,835,932 |
0.22% |
|
Live! Casino Philadelphia |
$54,177,983 |
$39,973,190 |
35.54% |
|
Mount Airy Casino Resort |
$42,559,169 |
$46,187,631 |
-7.86% |
|
Bally’s Pennsylvania |
$41,566,491 |
$32,518,516 |
27.82% |
|
Presque Isle Downs and Casino |
$23,128,408 |
n/a |
n/a |
|
Mohegan Pennsylvania |
$20,183,159 |
$17,081,366 |
18.16% |
|
Wind Creek Bethlehem |
$18,102,450 |
$22,802,222 |
-20.61% |
|
Statewide Total |
$2,477,083,825 |
$1,949,017,248 |
27.09% |
Tax revenue from iGaming in Fiscal Year 2024/25 was $1,099,557,803.
Sports Wagering Revenue
Fiscal Year 2024/25 revenue from sports wagering was $487,639,844, a 0.22% decrease in revenue when compared to the $486,566,429 generated in Fiscal Year 2023/24. At the same time, the sports wagering handle increased between the two fiscal years from $8,169,540,520 to $8,721,795,533.
Sports wagering revenue for each of the casinos, with the percentage change reflected over the previous year, is as follows:
|
Sports Wagering Revenue by Operator |
Sports Wagering Revenue FY2024/25 |
Sports Wagering Revenue FY2023/24 |
% Change |
|
Valley Forge Casino Resort |
$250,290,144 |
$249,370,325 |
0.37% |
|
Hollywood Casino at the Meadows |
$131,189,196 |
$137,139,171 |
-4.34% |
|
Hollywood Casino Morgantown |
$19,991,392 |
$21,196,614 |
-5.69% |
|
Hollywood Casino at Penn National Race Course |
$16,995,365 |
$4,701,217 |
261.51% |
|
Rivers Casino Pittsburgh |
$14,869,925 |
$16,901,149 |
-12.02% |
|
Parx Casino |
$12,466,404 |
$16,833,893 |
-25.94% |
|
Hollywood Casino York |
$10,753,708 |
$6,102,831 |
76.21% |
|
Harrah’s Philadelphia |
$9,983,926 |
$8,362,280 |
19.39% |
|
Rivers Casino Philadelphia |
$9,215,349 |
$8,289,394 |
11.17% |
|
Live! Casino Philadelphia |
$5,326,723 |
$6,331,196 |
-15.87% |
|
Presque Isle Downs and Casino |
$1,788,457 |
$1,043,731 |
71.35% |
|
Live! Casino Pittsburgh |
$1,518,356 |
$1,609,231 |
-5.65% |
|
Mohegan Sun Lehigh Valley |
$1,076,750 |
$1,397,927 |
-22.98% |
|
Mohegan Pennsylvania |
$973,182 |
$3,271,401 |
-70.25% |
|
Wind Creek Bethlehem |
$489,195 |
$1,072,775 |
-54.40% |
|
Mount Airy Casino Resort |
$357,192 |
$704,580 |
-49.30% |
|
South Philly Race & Sportsbook |
$250,878 |
$2,038,030 |
-87.69% |
|
Parx Shippensburg |
$103,704 |
$109,718 |
-5.48% |
|
Parx Malvern |
n/a |
$90,967 |
n/a |
|
Statewide Total |
$487,639,844 |
$486,566,429 |
0.22% |
Tax revenue from Sports Wagering in Fiscal Year 2024/25 was $175,550,344.
Video Gaming Terminals
Fiscal Year 2024/25 revenue for Video Gaming Terminals at Truck Stops was $41,392,843, a 0.70% increase when compared to the $41,105,387 in Fiscal Year 2023/24. At the end of this fiscal year, there were 75 VGT facilities operating in Pennsylvania compared to 74 facilities in operation at the end of Fiscal Year 2023/2024.
VGT revenue for each of the providers, with the percentage change reflected over the previous year, is as follows:
|
VGT Terminal Operator |
VGT Revenue FY2024/25 |
VGT Revenue FY2023/24 |
% Change |
|
Marquee by Penn1 |
$27,567,893 |
$25,876,995 |
6.53% |
|
J&J Ventures Gaming2 |
$10,410,895 |
$11,462,180 |
-9.17% |
|
Jango Entertainment3 |
$3,250,748 |
$3,419,612 |
-4.94% |
|
Venture Gaming LLC4 |
$109,734 |
$266,424 |
-58.81% |
|
Accel Entertainment Gaming5 |
$53,573 |
$80,177 |
-33.18% |
|
Statewide Total |
$41,392,843 |
$41,105,387 |
0.70% |
Tax revenue from VGTs in Fiscal Year 2024/25 was $21,524,278.
Fantasy Contests Revenue
Fiscal Year 2024/25 revenue from fantasy contests was $19,134,601, a 0.66% decrease in revenue when compared to the $19,262,568 generated in Fiscal Year 2023/24.
Fantasy contests revenue for each of the providers, with the percentage change reflected over the previous year, is as follows:
|
Fantasy Contests Operator |
Fantasy Revenue FY2024/25 |
Fantasy Revenue FY2023/24 |
% Change |
|
DraftKings |
$13,359,018 |
$13,585,594 |
-1.67% |
|
FanDuel |
$3,291,034 |
$3,685,166 |
-10.70% |
|
UnderDog Sports |
$1,900,354 |
$1,306,281 |
45.48% |
|
Fantasy Football Players Championship |
$255,652 |
$292,287 |
-12.53% |
|
Yahoo Fantasy Sports |
$152,853 |
$219,313 |
-30.30% |
|
Sportshub Technologies |
$72,239 |
$72,931 |
-0.95% |
|
Fantasy Sports Gaming, LLC |
$67,624 |
$69,398 |
-2.56% |
|
DataForce |
$38,216 |
$35,986 |
6.20% |
|
Jock MKT |
$0 |
-$131 |
-100.00% |
|
OwnersBox |
-$2,389 |
-$4,257 |
-43.88% |
|
Statewide Total |
$19,134,601 |
$19,262,568 |
-0.66% |
Tax revenue from Fantasy Contests in Fiscal Year 2024/25 was $2,870,190.
The post PGCB Reports Record Revenue of Nearly $6.4 Billion from Legal Gambling in State Fiscal Year appeared first on Gaming and Gambling Industry in the Americas.
ALT Sports Data Appoints Neale Deeley as SVP of Sportsbook
Rdentify appoints Dr. Vikas Shah as chairman
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