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
Prepare for the fortune’s take-off as FBM® installs Jí Hǎo Link™ Spirits in the United States

The spirits of fortune have been unleashed in the United States! FBM® kicked-off 2025 in dramatic fashion by installing the Jí Hǎo Link Spirits slot games at Hialeah Park Casino in Miami. Golden Lóng
Spirits and Eternal Fènghuáng
Spirits bring exciting game experiences to this market with the Spirits feature, offering players entertaining and long-lasting gaming sessions full of thrills.
New year is a synonym of new gaming offers available for FBM’s slot fans in the United States. The global gaming brand keeps diversifying its portfolio and taking solid steps toward the sustainable growth of its operation in the US.
The immortal phoenix and the mystical dragon are the protagonists on the Jí Hǎo Link Spirits gaming experience, where each flight can swiftly turn into a memorable round.
SPIRITS FLIGHTS BRING EXTRA THRILLS TO THE REELS
With the launch of Golden Lóng Spirits and Eternal Fènghuáng
Spirits, FBM presents an evolution of the gaming experience offered by Jí Hǎo Link
, designed to entice players seeking thrilling gaming sessions.
The Spirits feature can happen anytime players get a special coin during a game round, whether in the main game or free spins. In the transition for the Spirits moment, the coin sticks its position, and the game awards the players three free Spirits “flights”.
Each flight can bring three possible rewards: yellow Extra Coins displaying numeric prizes, Spirits green coins drawing a big win, and Jackpot red coins allowing players to collect a Mini, Minor, Major or Grand jackpot.
Available to play on the Auria and Galaxy II cabinets, the Jí Hǎo Link Spirits slots also have Luck Has Arrived as a common feature anticipating direct access to free spins or a big win, and Triple Wild and Wild Multiplier as game features for Eternal Fènghuáng
Spirits and Golden Lóng Spirits, respectively.
NEW GROWTH HORIZONS IN SIGHT FOR FBM
With the introduction of the Jí Hǎo Link Spirits game suite in the US market, FBM continues its growth journey. Following the successful expansion in Mexico, this product line is now available for American players to enjoy and will spread throughout Florida and Oklahoma.
In the sequence of this remarkable step, Mike Medlin (GM, Sales & Operations at FBM) expressed his immense gratitude to Javier Fernandez (Director of Slot Operations at Hialeah Park Casino) and Steve Calabro (Executive Vice-President and General Manager at Hialeah Park Casino) for their continued loyalty and support to FBM, once again proved with the Jí Hǎo Link Spirits debut in the United States with Hialeah Park Casino.
FBM reinforces its presence in the United States by expanding its game portfolio. This move reaffirms the global gaming brand’s dedication to strengthening its market footprint in the US with innovative and reliable games that deliver value to casino operators and exciting and entertaining experiences for players.
The post Prepare for the fortune’s take-off as FBM® installs Jí Hǎo Link™ Spirits in the United States appeared first on Gaming and Gambling Industry in the Americas.
BETANO
Betano Renews Sponsorship with Formula One Legend Felipe Massa

Former Ferrari, Williams and Sauber driver remains Betano’s ambassador in Brazil, participating in responsible gaming campaigns and social initiatives, with the brand also displayed on his car and race suit
Betano, Kaizen Gaming’s sports betting and gaming brand, announces the renewal of its successful partnership with Felipe Massa, active since 2023. The Brazilian driver, recognized worldwide for his career in Formula 1 and recent victories in Stock Car, which made him runner-up in the sport, will continue his partnership with Betano under a multi-year contract, reinforcing the connection between the brand, driver and his fans.
“Felipe Massa is more than an ambassador for Betano; he is a symbol of trust that shares similar values with us and has a story that inspires. Renewing this partnership is part of our commitment to offering fans unique experiences and expanding our presence in Brazilian sports. Massa will also be our ambassador for responsible gaming and will engage in social initiatives driven by Betano,” says Guilherme Figueiredo, Betano’s Country Manager in Brazil.
To celebrate the renewal and officially sign the contract, Massa visited Betano’s brand-new office in São Paulo, Brazil. Employees had the chance to meet him in person, get autographs, and take photos while sharing their excitement for the renewed partnership.
“This is a very special relationship. I am proud to represent a brand that understands and values sports. Each event and activation we have done together was created with one goal in mind: to create unforgettable moments for sports fans. It is a pleasure to continue this collaboration and I’m looking forward to achieving more together in the coming years,” says Felipe Massa.
The Brazilian driver has a career full of achievements. Runner-up in F1 in 2008 and with victories in several international competitions, he is an idol to thousands of motorsports enthusiasts.
During his partnership with Betano, Felipe Massa participated in several activations with sports fans and the brand’s customers. Among the highlights, the Betano Racing event stands out, where influencers and guests had the opportunity to race side by side with the driver, creating moments of adrenaline and fun. In addition, Betano welcomed Massa to the Copa América Cup Tour in São Paulo and to activations in Belo Horizonte during the historic first stage of the Stock Car in the city.
The post Betano Renews Sponsorship with Formula One Legend Felipe Massa appeared first on Gaming and Gambling Industry in the Americas.
Compliance Updates
Imagine Live Receives ONJN License

Imagine Live, the live casino provider has been approved by ONJN – the Romanian regulator
Imagine Live is thrilled to announce that it has successfully obtained the Class II license in Romania through its subsidiary ImagineLive Ro for the streaming of Live Casino games.
Martin Martirosyan Imagine Live Group CEO, commented: “Imagine Live is an established brand committed to delivering exceptional products and gaming experiences by putting the player at the centre of the live gaming experience. Imagine Live is equally committed to providing premium and customised live dealer solutions with bespoke tables and studios for our Romanian operator partners to ensure a complete brand experience that players enjoy and return, which drives deeper engagement and revenue opportunities.
The successful regulatory Class II approval from the Romanian ONJN regulatory authority further underpins our company’s growth plans and investments for state-of-the-art live dealer studios and customised live dealer product experiences.”
The post Imagine Live Receives ONJN License appeared first on European Gaming Industry News.
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