Latest News
What’s the future of sports fan engagement look like?

The power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players is on nearly every US operator’s mind. But how do they activate sportsbook players that are not in the app or on-site? And how do they get more players back into session and create deeper brand engagement and higher gross gaming revenues? By monetizing the game play window before, during and after the game.
With billions of data points to parse â and millions of dollars at stake â operators need real-time data on what’s happening in session to deliver a sports-powered experience that starts with each match or game and turns it into the sports betting players’ personal playing field. That’s when they are most invested in supporting their favorite teams and players.
OtherLevels, a pioneer in developing sports engagement technology in the UK and Australia, is rolling out its Sports Engagement platform designed for US operators to help them understand when players are most engaged and reactivate and monetize out-of-session players with personal, relevant content. By capitalizing on the immediacy and excitement of the game and combining live odds, game state and previous betting behaviors, operators can extend the reach of their sportsbooks and increase GGRs. The next-generation digital marketing platform is designed to activate sports book players that are not in the app or on-site. We all know the power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players. With OtherLevels Sports Engagement, you capture those moments and transform your outbound owned media marketing into a dynamic sports-powered experience. The result is more players getting back into session, stronger brand engagement and higher gross gaming revenues. Â
OtherLevels Sports Engagement captures the immediacy and excitement of sport by monetizing the game play window, both before, during and after the game. It does this autonomously, 24×7, globally across all leading sports and leagues. That is a powered sports experience starting with each match or game and turning that into the sports betting players’ personal playing field. That is when they are most invested in supporting their favorite teams and players. When they are not in session with your sportsbook, Sports Engagement will reach out with personal, relevant content, combining live odds, game state and previous betting behaviors to activate and monetize their interest. That is meaningful sports-powered engagement, not pre-scripted or lifecycle/campaign messaging. It is live and real-time, reflecting the best moments from the contest, combined with the props and odds that we know are of interest.Â
OtherLevels is true sports-powered engagement; it’s all about the game. By combining real-time sports statistics, player betting history, up-to-the-moment odds, game state insights, and the best props, OtherLevels serves up the right proposition to the right player at the right time to drive sportsbook app/site sessions and betting activity. Â
For an operator, you extend your reach by reaching all the players anytime, anywhere, with their favorite sports and games, not just for tent-pole events, generating increased sessions and GGR. You amplify your brand and stand above the competition by extending the rich, immersive sportsbook experience with a compelling premium outbound messaging experience. Finally, you also manage operating costs â why pay to re-engage using paid media when you can lower operating costs with autonomous 24×7 global engagement?Â
How does it work?Â
OtherLevels leverages sophisticated publishing and decisioning processes to deliver real-time marketing messages and betting propositions to offsite sports bettors globally. The publishing engine integrates game scheduling, game data, game state, live odds, props and markets and player data to constantly create candidate messages specific to each game. The decisioning engine then filters the candidate messages into outbound communication specific to each player, based on activity signals, propensity modeling, personal preferences, operator preferences, current bets, channel, message volume and cadence, and regulatory and responsible gaming requirements. The result is compelling personalized and relevant outbound messages being delivered autonomously 24×7.Â
Who benefits?Â
Sports books:Â
More effective sports betting player activation and out-of-session activation mean increased GGR and margin. With OtherLevels outbound marketing, you get more players in-session. You also capitalize on the excitement of their personal playing field to reach long-tail players with their favorite sports, not just selective tent-pole events. Operating costs are reduced as activation is using owned, not paid media and lifetime value increases over and above what can be achieved with traditional lifecycle-based CRM systems. And most importantly, your outbound messaging stands above your competitors in an increasingly crowded market.Â
Sports betting players:Â
Sports fans and players get more relevant, compelling content and betting opportunities delivered to them automatically for their personal playing field. It is personalized, relevant, compelling and live. It feels like an extension of the sportsbook experience and re-activates them back into session.Â
How does OtherLevels fit in with the sports betting industry in the US?Â
Instead of bringing the game and the playing field to the sports betting player, sports books are leaning on CRM marketing tools developed for other industries such as retail, travel and finance for their player activation and outreach strategies. And all along, the data and content they need to construct truly sports-powered engagement are at their fingertips. Â
OtherLevels Sports Engagement uses that data to reactivate and monetize out-of-session players by capitalizing on the immediacy and excitement of the game to drive increased revenue and extend the reach of sports books. Â
Latest News
RESORTS WORLD LAS VEGAS NAMES TOM MCMAHON SENIOR VICE PRESIDENT OF SLOT OPERATIONS AND MARKETING

Resorts World Las Vegas is continuing the expansion of its executive leadership team with the appointment of Tom McMahon as Senior Vice President of Slot Operations and Marketing.
A respected leader with more than two decades of experience in gaming and hospitality, McMahon steps into his role effective immediately.
âTomâs deep expertise in luxury casino operations and marketing makes him a powerful addition to our team,â said Carlos Castro, President and Chief Financial Officer of Resorts World Las Vegas. âWe look forward to the leadership he will provide in this essential function at Resorts World Las Vegas.”
McMahon has held senior roles at some of the most recognized names in the industry, including Wynn Resorts, Bellagio Resort & Casino, Las Vegas Sands, Venetian | Palazzo and most recently Sycuan Casino Resort. At Resorts World Las Vegas, he will lead initiatives across slot operations, marketing and the Genting Rewards Loyalty Program, with a focus on innovation, guest engagement and operational excellence.
Said McMahon, “Returning to Las Vegas to join a forward-thinking property like Resorts World is an incredible opportunity. I am eager to help shape the next chapter of growth by enhancing the guest experience and building on the strong foundation already in place.â
For more information about Resorts World Las Vegas, please visit rwlasvegas.com.Â
Latest News
Aristocrat Gaming and Aristocrat Interactive to Debut Innovative Firsts at the Oklahoma Indian Gaming Show 2025

Aristocrat Gaming and Aristocrat Interactive will showcase four world premieres in land-based gaming, and innovative solutions for tribal customers in booth #242 during the Oklahoma Indian Gaming Show (OIGA), taking place July 14-16 in Oklahoma City, OK.
Making its first public appearance, Polar High Roller Super Lightning Wilds will be a Class II gaming highlight of the show, evolving the player-favorite Lightning Wilds brand, bringing it to new premium hardware on the Marquis three-reel cabinet. Additional features include popular Class III mechanics like Hold & Spin and a digital wheel, combined with classic touches including Red Screen Free Spins. Polar High Roller Super Lightning Wilds will be on the popular $UPER HIT$ JACKPOT$ $250k MSP link.
In an Aristocrat Gaming first, the company will introduce a Class II Bartop. The all-new Bartop will feature VGT by Aristocrat Gaming classics like The Hunt for Neptuneâs Gold, with more to follow.
Making its trade show premiere, All-Star Scratchers brings a unique, innovative gaming experience to the Neptune Single and MarsX Portrait hardware. This new bespoke game allows players to form any combination of their favorite VGT characters including Hot Red Ruby, Mr. Money Bags, Lucky Ducky, and Jewel. All-Star Scratchers also features even more Red Screen Free Spin action with four different bingo cards at play at once, resulting in more fun and excitement.
In Class III, Chief Inferno will also make its world premiere. Housed on the MarsX Flex, Chief Inferno is an extension of the popular Buffalo Chief family, featuring classic Chief stack multipliers, now with all-new enhanced Gold Coins that create even larger Chief stacks, as well as a popular bonus meter.
Presented on the Marquis three-reel cabinet, Buffalo Eclipse takes a classic stepper game and elevates the excitement with Hold & Spin and a metamorphic meter. Spin the digital wheel for a chance at the Grand Jackpot, Eclipse Hold & Spin, or other credit prizes.
Aristocrat Gaming will display its latest hardware, The Baron Portrait cabinet. The Baron Portrait takes on the same basic shape as The Baron Upright, with a new and sleek 43â curved ultra hi-def 4K monitor. The curved monitor on The Baron Portrait was carefully designed for proven player comfort and ergonomics with an improved visual display. Its launch portfolio of Coin Trio Buffalo, Spooky Link, and Fa Fa Fa is now available and quickly making its way onto casino floors across the country.
Making its OIGA debut on The Baron Upright is the all-new Galactic Quest for Love and Money. Specifically designed for The Baron Upright, this game features the popular Re-spin mechanic with an innovative twist, set to entertain players with its out-of-this-world graphics and sounds.
Aristocrat Interactive will showcase the power of an omni-channel experience, with innovative solutions that bridge the gap between retail and online gaming.
The company will present a tailored Class II mobile gaming solution for Tribal operators that will extend its brand to players beyond the casino floor. This new offering allows players to enjoy their favorite Aristocrat Gaming Class II games like Mr. Money Bags and Lucky Ducky on their mobile device on approved tribal land, including from the hotel room, restaurants in the resort, pool area, and more.
Gaming Systems will display its version 15 suite of products designed to modernize casino floors with the latest features in OASIS casino management; floor-wide bonusing and media capabilities with ONE LINK; new features in the PlayerMax mobile app, including mobile enrollment and a new progressive jackpot display with player alerts; and a Loyalty solution designed for accurate reinvestment and player engagement.
Aristocrat remains invested in tribal gaming, underscoring its dedication to supporting tribal operators with cutting-edge technology, forward-thinking gaming solutions, as well as supporting tribal communities.
Latest News
NASCAR & iRacing Renew Partnership with PlayVS

PlayVS, the leading amateur esports platform, announced the renewal of its groundbreaking partnership with NASCAR and iRacing, reaffirming its commitment to supporting the rapidly expanding eNASCAR College iRacing Series. This renewed collaboration will continue to bring high-octane, competitive virtual racing to college students across the country, providing unique career and scholarship opportunities through one of the most innovative programs in collegiate esports. This season will also mark the debut of PlayVS as the official league platform, following its recent acquisition of Playfly College Esports.
Launched in 2022, the eNASCAR College iRacing Series has quickly become one of the most engaging and inclusive collegiate esports competitions in the country. Powered by iRacingâs premier motorsport simulation platform and NASCARâs deep racing heritage, the series gives full-time college students the opportunity to compete for scholarship prizes, develop real-world career skills, and gain exposure to professional motorsports and esports pathways.
The eNASCAR College iRacing Series has grown to over 300 schools and almost 500 unique racers. In April, the 2024-25 Series season concluded with Cal State Fullertonâs Logan Clampitt celebrating victory at the Homestead-Miami Speedway and earning $10,000 in scholarship prizes.
âRenewing our partnership with NASCAR and iRacing reflects our commitment to delivering competitive and meaningful esports experiences to college students across North America. The eNASCAR College iRacing Series is not just about virtual racingâitâs a launchpad for future talent in motorsports, gaming, and media,â said Charles OâDonnell, Sr. Director of College Esports at PlayVS.
Through iRacingâs hyper-realistic simulation software, students experience the thrill of authentic stock car racing while competing from their dorm rooms, esports arenas, or home setups. The upcoming 2025-26 season promises even more exciting races, new tracks, and increased prize opportunities.
âWeâre proud to continue building the future of sim racing through our partnership with iRacing and PlayVS. The eNASCAR College iRacing Series is more than just competitionâitâs a foundational bridge between the collegiate esports ecosystem and the world of NASCAR. As we enter the 2025â26 season, this partnership strengthens our commitment to developing young talent, expanding access, and inspiring the next generation of motorsports professionals,â said Ray Smith, Sr. Director of Esports at NASCAR.
-
partnerships7 days ago
International Gaming Standards Association Welcomes New Payments Committee Member: Sightline Payments
-
Latest News7 days ago
FBMÂŽ unveils golden treasures in Mexico with Crocâs Lock⢠bites
-
Compliance Updates7 days ago
Honolulu Mayor Signs New Laws Targeting Illegal Game Rooms
-
eSports6 days ago
BETBY EXPANDS LATAM FOOTPRINT WITH MOBADOO ESPORTS PARTNERSHIP
-
Latest News7 days ago
AGS Named One of U.S. News & World Reportâs 2025â2026 Best Companies to Work For
-
Latest News5 days ago
Optimove and EveryMatrix Launch Real-Time Integration to Power Smarter Marketing for iGaming Operators
-
Latest News5 days ago
Betano, Official Sponsor of CONMEBOL Copa AmĂŠrica Femenina 2025â˘
-
Latest News5 days ago
Spotlight 29 Casino and Tortoise Rock Casino to Launch Konami Gamingâs SYNKROS Casino Management System