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Light & Wonder Chooses Optimove as Key CRM Marketing Solution for its Operator Portfolio

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Defy the Odds and EDGE Markets Announce Strategic Partnership

 

Optimove, the leading CRM Marketing platform announced a partnership with Light & Wonder, the global leader in cross-platform games and entertainment. The partnership demonstrates Light & Wonder’s strategic investment in providing suitable tools to its operators to enhance marketing opportunities by executing sophisticated CRM Marketing campaigns.

Light & Wonder delivers a leading portfolio of iconic games and franchises across online and mobile in real money, free-to-play social gaming markets, and land-based casinos. The biggest operators in the market use Light & Wonder’s solutions, and its systems make it easy for those operators to create personalized player experiences. The partnership with Optimove will enhance operators’ ability to react to individual players’ actions in realtime by tailoring messages and offers across multiple channels.

Light & Wonder’s portfolio of operators will gain several additional vital capabilities from this tool:

  • Enriched customer profiles: Unifying all historical, predictive, and realtime player data from sources such as CRM, service clouds, and data warehouses within Optimove’s Customer Data Platform (CDP) to create a comprehensive single customer view.
  • Multichannel personalization and orchestration: Orchestrating hundreds of campaigns seamlessly by leveraging Optimove’s AI-mapped CRM Journeys to deliver customer communications across email, mobile, web, and additional channels.
  • A continuous optimization loop: Leveraging Optimove’s productized experimentation tools, to measure the incremental uplift of each campaign, journey, and strategy to continuously optimize CRM Marketing performance.

“We always aim to provide our customers with the best tools to do the job,” said Toby Partridge, Director of Player accounts at Light & Wonder. “Strengthening our strategic partnership with Optimove is a perfect example of our commitment to making targeted value-enhancing collaborations designed to advance our operators’ multichannel marketing capabilities. Optimove offers a proven best-in-class CRM Marketing solution, and our operators can now easily harness that technology to focus on long-term retention by ensuring each player gets maximum value from every interaction, thus improving Customer Lifetime Value and the overall bottom line.”

“We’re excited to contract with Light & Wonder as the CRM Marketing solution for their operator portfolio,” said Dan de Souza, Director of Partnerships at Optimove. “To create a competitive edge in today’s market, operators must adopt a player-centric approach that can only be achieved with AI-led CRM Journeys. The road to that goal runs through orchestrating hyper-personalized communications with hundreds of segments, improving retention rates, Customer Lifetime Value, and the overall bottom line. We are excited at the opportunity to help Light & Wonder and its world-leading operator portfolio achieve those goals.”

Canada

Random State obtains Ontario iGaming licence

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Random State obtains Ontario iGaming licence

 

Random State (“RS”), the Swedish studio behind next‑generation iLottery and multiplayer bingo content, has been granted a Gaming‑Related Supplier – Manufacturer licence by the Alcohol and Gaming Commission of Ontario (AGCO). The approval, effective 14 May 2025, authorises RS to offer its games and platform services to licensed operators across Ontario.

“Securing the Ontario licence is a milestone our entire team has worked tirelessly toward,” said Adam Fonsica, Co‑Founder & COO at Random State. “Ontario not only validates the quality and integrity of our technology; it provides a launchpad for our broader North‑American expansion. We can’t wait to introduce our eInstant titles and multiplayer bingo hub to Ontario players later this year, together with a soon‑to‑be‑announced operator.”

The licence clears the way for RS to roll out its full product portfolio in Ontario:

Interactive eInstants – instant‑win games that re‑imagine traditional lottery mechanics with modern gameplay and rich visuals.

Multiplayer bingo – a complete suite of 90-, 75-, 80/60/40‑ and 30‑ball variants, featuring progressive jackpots, Pot Booster and real‑time chat hosting.

Turn‑key iGaming platform – advanced Player Account Management (PAM), certified RNG, gamification engine and a WYSIWYG game‑configuration tool that lets operators launch new games in minutes.

Random State expects its first Ontario go‑live in Q3 2025, delivering both eInstants and multiplayer bingo on day one.

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NOVOMATIC Launches GLOBE LINK Xtension Volume 2

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Once again, Cartagena became the center of the gaming industry, and NOVOMATIC’s booth at GAT Cartagena drew everyone’s attention with the official launch of GLOBE LINK Xtension Volume 2, a solution that refreshes and strengthens the brand’s Linked Progressives portfolio.

The launch was presented as part of the exclusive RUBY PACKAGE, which combines this new game series with the BLACK EDITION II 1.49J cabinet – a vertical format with a J-curved screen, ideal for showcasing immersive bonus games and captivating visual elements – along with a completely renewed sign that is designed to have a high visual impact and enhance floor performance.

With engaging mechanics – such as Golden Spins, Expanding Reels, and the Xpress Feature – plus five high-performing titles (Golden Chicago XL, Savanna Heat, Sugar Bliss, Thunder Reign, and Tiki Crush), this new jackpot was undoubtedly one of the highlights of the event.

For operators seeking premium experiences, NOVOMATIC introduced the OBSIDIAN PACKAGE, combining the IMPERA LINK Series 2 jackpot with the BLACK EDITION II 3.27 cabinet, which is known for its striking design and operational versatility.

Alongside these solutions, the brand reinforced its leadership in the Linked Progressives category, showcasing options like SUPERIA GOLDEN LINK Volume 2, available in the BLACK EDITION II 3.32, and NOVOLINE GOLDEN LINK Edition 2, displayed in the MASTER SL 3.32 cabinet.

In the multi-game segment, NOVOMATIC showcased the renowned NOVOLINE Interactive Edition X4 and Impera Line HD Edition 9, both integrated into PANTHER 2.27 cabinets, recognized for their proven performance and adaptability to different floor profiles.

“With GLOBE LINK Xtension Volume 2, we’re adding a new alternative to our flagship category. This launch enhances the player experience through real innovation and tools that help our clients achieve better results,” said Manuel Del Sol, Managing Director of NOVOMATIC Gaming Colombia.

NOVOMATIC’s booth at GAT Cartagena also became a place for making connections. Clients, operators, and partners enjoyed personalized attention in a friendly and welcoming atmosphere that fostered genuine conversations and meaningful networking.

“At GAT Cartagena, our goal wasn’t just to showcase our products, but also to create a space where our clients could truly experience the brand. Our booth reflected that vision: top-tier solutions, personalized service, and a setting designed to build real relationships,” added Manuel Del Sol, Managing Director of NOVOMATIC Gaming Colombia.

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Betsson Group Wins Two Awards at SBC Awards Americas 2025

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Betsson Group has won in two categories at the SBC Awards Americas 2025.

On Wednesday, 14 May 2025, during the SBC Awards Americas ceremony in Miami, Florida, Betsson was announced as the Gold Winner in the Marketing & Sponsorship Campaign of the Year category for its engaging Road to the Final – AtlĂ©tico Nacional campaign. This initiative showcased Betsson’s commitment to impactful marketing strategies and its strong presence in Colombian football sponsorships.

In addition, Betsson Group was honoured with the Silver Award for Casino Operator of the Year: Latin America, reflecting its excellence in delivering top-tier casino experiences across the region.

It was an exciting week in Miami for Betsson, as the company also supported the SBC Summit Americas, where Andrea Rossi, Commercial Director for Latin America, and Cristhian Gomez, Managing Director for Emerging Markets, shared their insights on market trends and strategic growth during several panel discussions.

With these awards, Betsson Group further solidified its position as a leading force in the global iGaming landscape.

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