Xtremepush teams up with IGT PlaySports on omnichannel player engagement
Xtremepush has partnered with IGT PlaySports to give sports betting operators a unified view of player data across retail and digital channels.
Xtremepush, a provider of real-time CRM and loyalty marketing technology, has announced a strategic partnership with IGT PlaySports, a B2B omnichannel sports betting supplier, effective 3 June 2025.
The tie-up allows IGT PlaySports’ operator partners to combine player data from land-based and digital systems into a single customer view via Xtremepush’s platform. Operators can use this consolidated data to run personalised, real-time messaging across channels, with the aim of improving engagement, loyalty and player lifetime value.
Addressing fragmented player data
According to Xtremepush, the integration tackles a common issue for operators, namely piecing together player behaviour from disconnected retail and digital systems. The platform supports loyalty apps, gamification and real-time engagement journeys, intended to help sportsbook operators manage the player lifecycle from first deposit through to long-term retention. Xtremepush also offers digital marketing services to IGT’s customer base as part of the arrangement.
The companies say the partnership gives IGT PlaySports’ North American customers a way to differentiate themselves in regulated markets, with pre-built campaigns and modular integration designed to let operators customise offers.
Executive comment
Tommy Kearns, CEO at Xtremepush, described the deal as a significant milestone for the company, saying it would allow operators to personalise experiences in real time and increase player value across channels, while praising IGT’s reputation in the market.
Joe Bertolone, Senior Vice President, Sports Betting at IGT, said the partnership adds to IGT’s offering by giving customers more ways to expand profitability, combining IGT’s sports betting expertise with Xtremepush’s toolset. He added that the addition of digital marketing services was intended to drive return on investment and strengthen relationships between operators and their retail and mobile players.
Xtremepush is headquartered in Dublin, with offices in London, São Paulo and New York. The company’s other industry partners include Livescore, Oddschecker, Golden Nugget, Betsson, Betsul, The Pools, Kaizen, BetMGM and William Hill.