Xtremepush, the sports betting and player acquisition and retention platform, has partnered with Playtech, the world's largest supplier of online gaming and sports betting software.

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This strategically significant agreement will enable licensees of both solutions to enhance their player communications through personalised, real-time messaging across email, SMS, push notifications and a range of other channels.

As part of this new partnership, Xtremepush becomes a Playtech Certified Partner, underpinned by a deep integration between its multichannel engagement platform and Playtech’s IMS player management system.

For operators, this will allow them to activate player and event data stored within Playtech’s IMS as part of individually relevant engagement campaigns delivered through the Xtremepush platform, creating play-centric engagement.

Seamless integration also allows for advanced personalisation and segmentation, true multichannel player engagement and a full suite of campaign optimisation tools.

Significantly, users will benefit from a highly personalised live sporting feed, based on interest and bet activity. This functionality will enhance the player experience while increasing deposits and reducing churn.