Xtremepush partners with Pragmatic Solutions to bolster PAM platform's CRM offering
Xtremepush has agreed a partnership to integrate its CRM and loyalty marketing technology into Pragmatic Solutions' Player Account Management platform, giving operator clients access to AI-driven engagement and gamification tools.
Xtremepush, a provider of AI-powered CRM and loyalty marketing technology, has announced a partnership with Pragmatic Solutions to integrate its platform into the latter’s Player Account Management (PAM) system, the companies confirmed on 18th June 2025.
The deal will see Pragmatic Solutions’ PAM platform incorporate Xtremepush’s real-time Customer Data Platform, which combines engagement, AI and gamification capabilities into a single system. Operators using Pragmatic Solutions’ technology will be able to run personalised messaging and promotional campaigns, alongside gamification features, as part of efforts to strengthen player engagement.
Platform capabilities
Pragmatic Solutions supplies core platform technology to gaming and sports betting operators working in regulated markets. Its PAM system is designed to give partners oversight of their operations through back office tools aimed at supporting compliance and risk management.
The platform uses an API-based, modular structure intended to allow operators to roll out new products and services quickly, while integrating with a range of third-party suppliers across content, payments and other services.
According to Xtremepush, the agreement adds to a run of recent partnerships in the sector, following previous deals with Amelco and Bede Gaming.
Executive comment
Robbie Sexton, Director of Partnerships & iGaming at Xtremepush, said the partnership marked a significant step for the company, allowing Pragmatic Solutions’ clients to manage customer engagement strategies with greater flexibility and deliver more personalised communications.
Amy Santos, Director of Client Relations and Programme at Pragmatic Solutions, said the integration would add to the company’s portfolio of technology partners and help operators maintain a competitive position in the market.
Pragmatic Solutions holds B2B licences from the Malta Gaming Authority, the UK Gambling Commission, Romania’s ONJN, Sweden’s Spelinspektionen and Ontario’s AGCO, and supports live operations in markets including the UK, Spain, Ontario, Brazil, Romania and Germany.
Xtremepush is headquartered in Dublin with offices in London, São Paulo and New York, and counts operators including Livescore, Oddschecker, Golden Nugget, Betsson, Betsul, The Pools, Kaizen, BetMGM and William Hill among its partners.