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The missing link: Transforming available data into hyper-relevant activation and engagement

Brendan O’Kane, CEO at OtherLevels, reveals how transforming data into more relevant and sophisticated communications is hugely successful at activating and engaging customers.
Fewer than 100 days out from the start of the new NFL season, sportsbooks will be planning their marketing strategies to maximize the engagement opportunities that the season brings.
A month after the Philadelphia Eagles go up against the Dallas Cowboys, the NBA season also gets underway. Both landmark dates will long since have been picked out by sportsbook marketing teams as hooks to reactivate existing customers.
However, OtherLevels recent research shows that a reliance on mass seasonal campaigns not only risks missing the target in terms of engagement and activation, but can actively alienate customers. Modern, digital-first customers are smart and savvy – and they see through and ignore generic communications.
Our findings showed that seasonal campaigning, driven by high-profile sports, is over-prioritised with individual customer behaviors and preferences heavily under-utilized. The study also highlighted a common gap where raw behavioral data – which all operators have access to – is not transformed into sophisticated content and media.
Activation and Engagement
To determine how effectively one of the leading US-based sportsbooks was creating relevant communications for its customers, we conducted a two-month study of mobile engagement using the app push channel. The premise behind the research was that personalized, relevant and contextual communications lift activation and engagement in sports betting.
Our research team tracked two consistent customers who placed a total of 228 similar wagers on NFL, NBA, NHL, and EPL events. Both customers consistently bet on the same teams and props with consistent cash values.
Our expectation was that the sportsbook would leverage the repeated, predictable behaviour to tailor personalized communications.
The results, however, showed a significant lack of personalization. Despite both of our users exclusively betting on professional football, basketball, soccer and hockey, 29% of communications failed to mention any of these sports.
A total of 23% of messages promoted college football or basketball, which neither customer had ever wagered on. Soccer, which accounted for 19% of total bets placed, featured in only 1% of communications.
A mere 7% of communications contained token personalization – most of which was attribute-based (customer name or location), with 93% completely lacking behavioral personalization. Crucially, the operator failed to use betting behavior to tailor content related to preferred teams, props, markets, or odds changes.
The research showed that there is a significant disconnect between what we expected in terms of personalized communications and what was delivered. It uncovers a prevalent challenge within the industry: the disparity between the availability of customer data and how to transform this into compelling content and media, suitable for use by a (generic) CRM platform.
To create campaigns that are more effective, customer data needs to be transformed into content and activation needs to be automated. This is not trivial – a personalization engine does not create content, it outputs a JSON data recommendation. Automation is equally challenging. Take the NBA as an example: given that there are over 1,300 games, without an automated content and media creation capability built for 24/7 sports, there is a fundamental gap between personalization recommendations and an exciting, in the moment, customer experience. A marketing team relying on a generic CRM platform, lacks the automated content capabilities to create sophisticated sports content and CTAs.
Customer-centric
At OtherLevels, our Experience Platform fills that gap. It combines operator or 3rd party personalized recommendations, live odds, historical betting behaviour, and match context to create 100% automated, hyper-personalized CTA communications, for delivery by existing marTech platforms.
The positive results of this approach are clear to see. For two of the operators we work with, this customer-centric approach to marketing communications resulted in a 16% uplift in engagement across the NBA last season, an 8% lift from NFL for outbound communications and a 30% increase in on-site interaction for sophisticated NFL content.
When sportsbooks gear up for major seasons like the NFL and NBA, a default reliance on traditional CRM platforms that cannot create compelling sport content at scale leads to suboptimal engagement and risks alienating customers.
Conversely, adopting a customer-centric approach that leverages betting behavior and an automated, cutting-edge content and media engine, creates automated, hyper-personalized communications. This approach has been shown to dramatically increase activation and engagement, highlighting a clear next step for more effective sportsbook marketing.
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N1 Puzzle Promo: Complete Challenges, Earn Puzzles, and Get a Chance to Win a VR Pilot Course!

The N1 Puzzle Promo from N1 Partners affiliate program is picking up pace — and the competition for the main prize, a real helicopter Robinson R22 Beta II, is getting serious.
One of the best casino affiliate programs N1 has launched a special activity for participants, offering a chance to earn extra puzzle pieces and try their luck in a draw for awesome prizes! Simple as that.
Campaign period: August 15 – November 15, 2025.
All the details are below.
To earn additional puzzle pieces and improve your position on the leaderboard, you need to complete the following challenges:
- Be a registered participant of the N1 Puzzle Promo and have minimum one puzzle piece already earned for traffic
- Post positive reviews about your cooperation with N1 Partners on 4 websites: Business of Apps, Affpaying, CPA.Club, and Trustpilot (direct links to N1 Partners profiles below):
- https://www.businessofapps.com/affiliate/n1-partners/
- https://www.affpaying.com/n1partners
- https://cpa.club/en/companies/n1-partners
- https://www.trustpilot.com/review/n1.partners
- Subscribe to N1 Partners’ social media:
- Instagram: https://www.instagram.com/n1_partners
- LinkedIn: https://www.linkedin.com/company/n1partners/
- Facebook: https://www.facebook.com/n1partners
- Take part in the N1 Partners survey
Here come the rewards.
In addition to three extra puzzle pieces for the main leaderboard, all participants will enter a giveaway for a home VR flight training set — the “Pilot Course”.
What’s inside the set?
- Meta Quest 3 (128 GB)
- Licensed VR simulator
- PC-compatible cable
Find more details about the special tasks on our website at the following link: https://n1.partners/news-page/n1-puzzle-promo-challenge
N1 Puzzle Promo: More traffic → More puzzles → Closer to the winning!
Gambling in the USA
Kambi Group plc signs on-property sportsbook partnership with the Oneida Indian Nation’s Turning Stone Enterprises

Oneida Indian Nation to offer Kambi’s premium Turnkey Sportsbook at three properties in Upstate New York
Kambi Group plc (“Kambi”), the home of premium sports betting solutions, has agreed a long-term partnership with the Oneida Indian Nation to provide its leading retail sportsbook solution to Turning Stone Enterprises’ three sportsbooks in Upstate New York.
Under the terms of the agreement, Oneida will replace its current third-party sports betting supplier with Kambi’s flexible Turnkey Sportsbook, which includes cutting-edge technology such as kiosks, point-of-sale terminals, Bring Your Own Device technology and an award-winning Bet Builder.
Turning Stone Enterprises is the parent organization for all business operations of the Oneida Indian Nation. The premier gaming destination in New York state, Turning Stone Enterprises’ portfolio of gaming venues includes – Turning Stone Resort Casino, YBR Casino & Sports Book and Point Place Casino.
Werner Becher, CEO of Kambi, said: “We are thrilled to announce our partnership with the Oneida Indian Nation, further strengthening our tribal partner network and expanding our footprint in one of the largest sports betting markets in the US. Oneida has a proven track record of offering best-in-class gaming experiences, and we look forward to working with them to ensure they have an unparalleled sportsbook offering for years to come.”
Ray Halbritter, Oneida Indian Nation Representative and Turning Stone Enterprises CEO, said: “Our collaboration with Kambi marks a major step forward for our sportsbooks. This new partnership will give our guests faster, more intuitive ways to place bets and add an all-new level of excitement to our sports betting experience.”
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Kiwis Deserve Safe Gambling That Gives Back

The Government’s new Online Casino Gambling Bill, currently under Select Committee review, is a step in the right direction toward creating a safer, fairer, and more transparent gambling environment for New Zealanders. As the country’s leading source of information on legal online gambling, we at PlayCasino.co.nz support the push to regulate offshore operators and introduce licensing, age checks, harm minimisation measures, and tax contributions.
But we believe the bill has a serious flaw: it makes no provision for the ongoing funding of community sport, which currently receives over NZ$170 million annually from gaming machine grants.
This gap in the legislation threatens the very fabric of Kiwi sport — the local clubs, youth teams, and community programmes that rely on consistent, ring-fenced funding from gambling grants. If licensed online operators are going to take market share away from the current retail sector, then it is only fair and responsible that they contribute back to the communities they serve.
We Believe in Smart Regulation That Gives Back
The bill includes strong proposals for reducing harm, enforcing local oversight, and holding operators accountable. That’s excellent — and long overdue.
But regulation is not just about minimising harm. It’s also about maximising benefit. And right now, community sport stands to lose big.
As Martin Snedden, Chair of Cycling New Zealand, rightly put it:
“Sport has thrived for decades off the back of community gambling grants. It all goes to clubs, not professional sport.”
We couldn’t agree more. If these new offshore casinos are to be welcomed into our regulatory framework, then they must be required to support the public good, just like the domestic gaming trusts they’ll be replacing.
Public Submissions Close 17 August – Let’s Make Our Voices Heard
This is not a done deal. The bill is still under Select Committee review, and the Government is accepting public submissions until 17 August. That means every New Zealander has a chance to weigh in and help shape the future of online gambling in Aotearoa.
We’re calling on our readers, our fellow players, sports lovers, parents, club organisers — everyone who cares about keeping our communities strong — to speak up.
We’ll be publishing a simple guide to help you make a submission quickly and easily. The more people who raise this issue, the harder it will be for lawmakers to ignore.
How We See It: Four Principles for a Better Gambling Bill
- Safer Gambling for Players
We fully support age verification, harm prevention, and enforcement of responsible gambling standards. - Legal Options for Kiwis
Licensing offshore operators gives Kiwis safe, controlled alternatives to the black-market casinos they’re already using. - Fair Play for Communities
If operators are earning revenue from Kiwi players, they must return some of it to the grassroots clubs that hold our communities together. - Transparency for All
Licensing is meaningless unless it comes with clear rules — and clear benefits — for the whole country.
We want the Online Casino Gambling Bill to succeed. We want safer play. But we won’t stay silent while community sport is pushed to the side.
We’ll Only Recommend Licensed, Responsible Operators
Once New Zealand’s online gambling market is regulated, we at PlayCasino.co.nz will only promote and review licensed casinos that meet the highest standards of safety, fairness, and transparency.
But we also want to see those operators contributing back — not just to tax revenue or harm services, but to the clubs and communities that make New Zealand what it is.
Final Word: Gambling Should Be Safe — and It Should Give Back
This bill is a chance to build a future where gambling works for players and communities, not just for offshore companies.
Let’s not miss that chance.
About PlayCasino.co.nz
PlayCasino.co.nz is New Zealand’s go-to platform for finding safe, legal, and high-quality online casinos. We help players compare casinos, understand payment options, claim free no deposit bonuses responsibly, claim free spins bonus, and stay informed about the latest casino news and regulations.
We’re committed to responsible gambling, local transparency, and promoting only trusted operators — now and after regulation. Find the list below.
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