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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.
Studio combines arcade and dice mechanics in ominous release
Independent slots studio Thunderkick has marked its first foray into a new product vertical with the release of Heads Will Roll.
The crash game, set in an eerie underground vault, tasks players with climbing a multiplier ladder by rolling a die with three possible outcomes: level-up, Fate Mode, or game over.
The level-up icon progresses the player to the next rung of the prize ladder, boosting the available cash out, Fate Mode replaces the standard die, increasing both the number of steps climbed and the chance of landing a game over symbol, which ends the betting round instantly.
Four difficulty variants each present a unique risk level, granting the user complete control over their experience. The likelihood of rolling a game over symbol increases with each difficulty level, as does the maximum multiplier, which ranges from 35x in Easy mode up to 2,400x in Brutal mode.
Once the player moves within one or two steps of the final multiplier, the All or Nothing round is triggered. Played on a red and gold die, the number of sides is determined by the active difficulty level, and there are just two possible outcomes: maximum win or game over.
Following a successful cashout, the multiplier which would have been reached if the player kept rolling is revealed, providing a unique opportunity for the development of game strategy.
Heads Will Roll is Thunderkick’s first venture outside of the slots vertical, demonstrating the studio’s commitment to diversifying its product portfolio in alignment with the latest industry trends.
Mike Collins, Game Product Owner at Thunderkick, said: “There has been a huge increase in the number of players opting for crash and arcade-style games in 2025, with the fast-paced betting rounds providing that instant gratification they are seeking.
“Heads Will Roll marks our first step outside of the world of slots, offering Thunderkick players a distinct, action-packed experience where the player has complete autonomy over how they play.
“While the gameplay moves away from our classic slots, visually, it feels reassuringly familiar, retaining the signature Thunderkick flair.”
The post Thunderkick launches debut crash game Heads Will Roll appeared first on European Gaming Industry News.
At this year’s Global Gaming Expo, NOVOMATIC will unveil a slate of products designed to turn heads on the casino floor and, more importantly, drive measurable returns for operators. The portfolio balances spectacle with substance, showcasing the company’s dual commitment to entertainment and profitability.
Cabinets with presence
Taking center stage is the U.S. debut of the DIAMOND X
1.55J Quattro, a cabinet that has already earned international acclaim and is now poised to reshape the North American market. Its sweeping 55-inch J-curved UHD display, paired with an immersive TouchDeck interface and integrated sound system, delivers a cinematic experience. When deployed in four- and six-bank configurations, the DIAMOND X 1.55J Quattro becomes a floor-dominating anchor designed to draw players from across the room.
Alongside it, NOVOMATIC presents the V.I.P. X cabinet series, a family of machines built as much for spectacle as for player comfort. The lineup includes the V.I.P. X Royal 1.85, V.I.P. X Dream 2.43/3.43, V.I.P. X Lounge 2.32, and the commanding V.I.P. X Galaxy 2.65. With oversized UHD screens, ambient lighting, and luxury seating, these cabinets push the boundaries of what slot entertainment can look like. The V.I.P. X Galaxy, with its dual 65-inch displays, swiveling TouchDeck, and fully integrated “Viper” lounge chair, redefines centerpiece design for extended play.
Games built for performance
On the content front, NOVOMATIC is placing a spotlight on RISING TREASURES, a Multiple Feature suite on the NOVO LINE platform. By layering Free Games, Xtra Spins, and Prize Upgrades into one package, it delivers the kind of variety that keeps players engaged and operators confident in performance.
Also making its debut is ULTRA BOOST LINK 3 Treasures, the latest extension of a player-favorite franchise. Its three-pot bonus mechanic, paired with a dynamic reel-matrix feature, offers a blend of frequent wins and long-term jackpot anticipation, striking a balance between accessibility and thrill. Rounding out the lineup are fresh titles like XTENSION LINK Evolution and Piggy Prizes – Wish of Riches, broadening the company’s already diverse library. NOVOMATIC Americas has built notable success in Puerto Rico’s Street Market and continues to place a strategic emphasis on Street Market VGTs overall. Through its “Street Smart” focus, the company is committed to delivering localized, performance-driven game content that supports operators.
“Our focus is clear: deliver innovation that performs. The cabinets we are launching, the content we are expanding, and the systems we are advancing are all designed to give operators a tangible advantage on their floor. At G2E, we’re not just showing products – we’re showing a strategy built for lasting operator profitability” said Jakob Rothwangl, Managing Director, NOVOMATIC Americas.
Thomas Schmalzer, VP of Global Sales and Product Management at NOVOMATIC AG, adds: “At G2E 2025, we are showcasing the full breadth of NOVOMATIC’s innovation power – from cabinets with iconic design to premium game content and future-ready systems. What makes our portfolio stand out is not only the visual and entertainment value, but the way it consistently translates into strong performance for our customers.”
Beyond the reel
NOVOMATIC’s G2E presence extends well past slot machines. Novo Unity Pro, the company’s flagship Electronic Table Games platform, allows multiple live, automated, and virtual games – from Roulette and Baccarat to Poker and Blackjack – to be played through a single terminal. For operators, it is a way to expand game variety without expanding footprint.
For the systems sector, NOVOMATIC presents the NOVOVISION Casino Management System, a modular suite of applications built to handle the complexities of modern gaming operations. From biometrically supported cashless gaming and real-time analytics to sophisticated player tracking and loyalty dynamics, NOVOVISION equips operators with tools to run smarter floors and cultivate deeper player engagement.
A market statement
Together, the DIAMOND X 1.55J Quattro, the V.I.P. X series, RISING TREASURES, ULTRA BOOST LINK 3 Treasures, Novo Unity Pro, NOVOVISION, and localized game content for Puerto Rico reflect NOVOMATIC Americas’ strategic vision: uniting design and technology to captivate players, empower operators, and build a lasting competitive edge in rapidly evolving markets.
Join us at the NOVOMATIC booth #1259 in Las Vegas to experience firsthand what’s new, what’s trending, and what’s redefining the future of gaming worldwide.
The post Big stage, bold presence: NOVOMATIC brings the energy to G2E 2025 appeared first on Gaming and Gambling Industry in the Americas.
CT Interactive has officially launched its certified content on Mr Bit, a new licensed casino platform for a young audience, marking another significant step in its expansion across the regulated markets of Southeastern Europe. This move strengthens CT Interactive’s presence in Bosnia and Herzegovina, following the successful partnership between the two companies in Romania.
As part of this launch, 50 of CT Interactive’s top-performing slot games — including popular titles like Win Storm, 40 Treasures, Lucky Clover, and Hot 7’s x2 — are now available to Mr Bit’s players in Bosnia and Herzegovina. The integration also includes CT Interactive’s Hot Luck jackpot system, bringing an added layer of excitement and engagement to the platform.
“Expanding our partnership with Mr Bit into Bosnia and Herzegovina is a strategic move aligned with our broader European growth strategy,” said Antonio Donov, Head of Business Development EMEA and Asia, COO at CT Interactive. “The success we achieved together in Romania laid the foundation for this next step. We’re excited to deliver our engaging, certified content to even more players in this promising market.”
This launch underscores CT Interactive’s continued commitment to expanding its reach in regulated jurisdictions and providing operators with top-tier, market-adapted content that drives engagement and retention.
The post CT Interactive Partners with Mr Bit, Strengthening Position in Bosnia and Herzegovina appeared first on European Gaming Industry News.
Thunderkick launches debut crash game Heads Will Roll
Big stage, bold presence: NOVOMATIC brings the energy to G2E 2025
CT Interactive Partners with Mr Bit, Strengthening Position in Bosnia and Herzegovina
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