Leading sportsbook will deliver targeted campaigns and personalised player journeys

Altenar, a leading sportsbook and iGaming software provider, has announced a strategic deal with player engagement platform, Fast Track.

As part of the partnership, Fast Track, a leader in AI-powered CRM with real-time data capabilities, has integrated its cutting-edge technologies with Altenar’s PAM tools.

This marks a significant milestone in the industry, bringing together Altenar’s comprehensive iGaming platform with Fast Track’s expertise in scalable player engagement solutions to enhance the customer experience with hyper-targeted campaigns and dynamic, personalised journeys.

The agreement underlines Altenar’s commitment to providing bespoke solutions to operators using the Altenar Gaming Platform (AGP) and highlights Fast Track’s transformative CRM approach.

Known for its automation capabilities, Fast Track also enables operators to deliver 1:1 player experiences at scale. This integration will provide Altenar’s operators with a streamlined onboarding process, access to real-time insights, and the ability to make data-driven decisions quickly.

Charlie Williams, Commercial Director at Altenar, said: “We are excited to partner with Fast Track, a company that shares our dedication to innovation and excellence.

“This collaboration signifies more than just a partnership; it’s a synergy of strengths, combining Altenar’s robust PAM with Fast Track’s unparalleled expertise in player engagement and retention.”

Simon Lidzén, CEO and Co-Founder of Fast Track, said: “Collaborating with Altenar represents a significant step forward in our mission to digitalise the iGaming industry.

“Together, we are set to deliver an immersive gaming experience that is not only enjoyable but deeply engaging and personalised for each player.”

Kindred Group plc’s (Kindred) share of revenue from high-risk players showed a slight increase to 3.2% (Q4 2023 3.1%) in the first quarter of 2024. Compared to the first quarter of 2023, the high-risk revenue share decreased marginally. The percentage of detected customers who exhibited improved behaviour after interventions came in at 87.1% (compared to 87.4% in Q4 2023 and 83.0% in Q1 2023). This sustained trajectory in the improvement effect after interventions, observed over an extended period, serves as a testament to the strong dedication and collective efforts throughout the company. It reflects Kindred’s ongoing commitment to fostering positive change within the industry.

“We continue to see our share of revenue from high-risk players fluctuate quarter to quarter, and we are working closely with all teams across the company to support customers towards a more sustainable gambling experience. However, it is encouraging to see that our Journey towards Zero data has steadily decreased since 2020. A similar trend can be seen across the healthier gambling behaviour effect after interventions. This tells us two things: our work is paying off, but we need to continue to push ourselves to propel a sustainable progression,” Alexander Westrell, Director of Communications at Kindred Group, said.

“It was very encouraging to witness the open and transparent discussions at the Sustainable Gambling Conference in London on 20 March, where those with lived experience shared their important stories. Also, it is evident that technology is moving forward, and will provide greater opportunities to detect and intervene in the future. We hope to see more regulators engage with the industry and with experts to secure a more sustainable industry for everyone,” Alexander Westrell added.

7777 gaming, a leading provider of digital gaming solutions, has announced a significant strategic partnership with Scientific Games a global leader in retail and digital lottery games, technology, analytics and services, to deliver digital lottery games through the SG Content Hub Partner Program.

The SG Content Hub Partner Program is a unique platform and game content partnership program featuring an expanding, highly curated selection of iLottery games from best-in-class, game studios worldwide in a variety of play styles appealing to all player types in multiple languages, as well as access to select licensed properties from the largest licensed brands portfolio in the lottery industry. Scientific Games currently serves 150 lotteries in 50 countries.

Elena Shaterova, Chief Commercial Officer at 7777 gaming, expressed enthusiasm about the partnership: “Partnering with Scientific Games represents a significant milestone for 7777 gaming, solidifying our position as a global leader in digital lottery solutions. Through this collaboration, we are poised to deliver unparalleled gaming experiences to players worldwide, driving innovation and growth in the lottery industry.”

Steve Hickson, VP of Digital Games at Scientific Games commented: “We are delighted to welcome yet another top-class lottery game studio to the SG Content Hub Partner Program. The addition of 7777 gaming and their fantastic games aligns perfectly with our goal to make a variety of digital lottery content available to existing and new Scientific Games customers. Our SG Content Hub Partner Program is developing at pace as we continue to provide our customers with frictionless access to the very best content in the industry.”

The SG Content Hub Partner Program offers a one-stop solution for accessing multiple iLottery game studios, seamlessly integrating with a lottery’s existing gaming systems and iLottery technology. It streamlines operations, simplifies tech integrations, and enhances data analytics to drive game development and iLottery portfolio management.

7777 gaming is renowned for its ability to deliver high-quality iLottery games tailored to the unique requirements of different lotteries. The company ensures that its game content meets stringent government regulations and operators’ expectations for customization. With custom-made lottery concepts, 7777 gaming guarantees enhanced player satisfaction and fosters a deeper sense of connection and loyalty to the brand.