PressEnter Group is an operator of online casino brands, such as 21.com and Nitro Casino, while Optimove is a Customer Relationship Management (CRM) marketing platform.

The partnership aims to power the operator’s efforts to further automate its CRM processes, with Optimove’s AI-mapped CRM journeys allowing PressEnter Group to “scale and manage hundreds of player segments, orchestrate real-time and scheduled multichannel campaigns, and measure the incremental value of each player interaction,” a statement from PressEnter Group read.

The operator added that it chose the CRM marketing platform due to its data-driven approach and AI capabilities. It aims to unlock and enhance player lifetime value, both in a sustainable and responsible manner.

“We are pursuing an ambitious and aggressive growth strategy in the markets where we are currently active but also in new jurisdictions where we believe players will be receptive of our brands,” said PressEnter Group CEO Lahcene Merzoug.

“Our unique retention strategies have been a key driver in our success to date but partnering with Optimove will allow us to significantly scale this activity, specifically when it comes to automation and driving efficiencies.”

Moshe Demri, GM EMEA at Optimove, commented: “We are honoured to be chosen by PressEnter Group to support its massive expansion efforts. In a highly competitive market such as iGaming the only way for operators to grow is with exceptional CRM Marketing. Optimove is committed to our clients’ growth by providing marketers with highly sophisticated, AI-driven solutions that power personalised marketing at scale.

“We are extremely proud and excited to enable PressEnter Group to expand its retention efforts, providing each player with the personalised experience they desire.”