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The Pools collaborates with Xtremepush to integrate platform onto new app

This collaboration marks one of the first integrations following Xtremepush's acquisition of Thunderbite in 2023.

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Customer engagement platform Xtremepush has entered a partnership with The Pools, which recently relaunched with an app. The app has incorporated Xtremepush's platform as part of its strategy for a player-focused approach across various gaming products like sports betting, casino and lottery.

The Pools will adopt Xtremepush's suite of solutions, which includes optimisation and automation CRM tools along with a CDP for personalised messaging.

Additionally, free-to-play (F2P) games will be created by Xtremepush for The Pools.

The initial F2P game, Football Squares, is a bingo-style scratch card covering football events on specific days. Through Xtremepush's CRM platform, The Pools will gain real-time insights.

Rob Pryce, CRO at Xtremepush, said: “This deal with The Pools is hugely significant for Xtremepush as one of the first agreements to integrate our fully unified platform since we acquired Thunderbite earlier this year. The Pools is a truly iconic brand and we are honoured to be working with them at this vital stage of their life cycle where they are digitally transforming their business.”

Steve Talbot, CCO at The Pools, added: “Xtremepush’s unified platform is a real game-changer when it comes to activation, retention, CRM and loyalty and we are delighted to be the first company to fully integrate it.”

This partnership follows Xtremepush's recent expansion into Brazil with Playr.Bet, aiming to increase marketing ROI and player retention through integrations with iGaming platforms.

Moreover, The Pools launched a promotional campaign in 2022 celebrating its centenary season, offering 10,000 free entries to its ‘Classic Pools’ game, featuring football legend Michael Owen. This initiative aimed at attracting new players while commemorating the brand's legacy.

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