Captain Up, which has worked with 888 and Ladbrokes in the past, creates bespoke engagement platforms for its clients, using machine learning and AI technology to improve retention and customer lifetime value. 

For EBet, in conjunction with subsidiary Esports Marketing Technologies, Captain Up will create a range of challenges, achievements and rewards for customers. These will motivate esports players to collect badges, achieve trophies and continue their progress through personalised missions. 

EBet Director of Loyalty & Retention Michael Barden commented: “Our alliance with Captain Up is another core component in our mission to capitalise on our gamification strategy, to fully maximise customer retention and engagement.  

“Captain Up is a proven strategic partner with core technologies that allow us to create and scale a system of rewards that will further resonate with esports fans, wagerers and gamers.” 

The new rewards platform is expected to synchronise with the suite of third-party games licensed by EBet, including the custom free-to-play games currently in development from Inspired Games.  

Captain Up CEO Uri Admon said: "This is the future of gaming: personal journeys, gamified shopping and dynamic challenges. We are proud to join forces with the EBet family to add layers of gamification and customisation that are tailored to each user in real time.” 

Alongside esports betting, EBet also offers a range of sports betting and traditional casino options through its online platform. 

Its operator brands include Karamba, Hopa, Griffon Casino, BetTarget, Dansk777, GenerationVIP and Gogawi.