18.12.2023

by Antoni Majewski

Xtremepush Partners with The Pools

Xtremepush, renowned for its omnichannel customer engagement platform, has embarked on a substantial partnership with The Pools, a name synonymous with British sports betting.

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This collaboration is set to be a pivotal moment in The Pools’ digital transformation journey, leveraging Xtremepush’s comprehensive platform to engage a new era of gaming players across various products, including sports betting, casino, and lottery.

A Unified Approach for The Pools’ Digital Renaissance

The Pools, formerly known as The Football Pools, is in the midst of a significant relaunch, marked by the introduction of a new app. The integration of Xtremepush’s platform is a central element in this resurgence, focusing on a player-centric approach. This approach uses cutting-edge technology to engage modern gaming enthusiasts across multiple platforms.

Xtremepush will provide a suite of optimization and automation CRM tools, along with an enterprise-grade Customer Data Platform (CDP), to deliver personalized and relevant messages. Additionally, Xtremepush will enhance The Pools’ offerings with bespoke, exclusive free-to-play (F2P) games, solidifying a fully unified omnichannel solution.

Innovative Gaming Experiences on the Horizon

The first F2P game to be launched by The Pools, as part of this deal, is Football Squares. It’s a bingo-style scratchcard game that covers various football events. The Pools will leverage real-time triggers and insights from Xtremepush’s CRM platform to obtain measurable F2P data, a move that underscores the strategic depth of this partnership.

This collaboration marks one of the first major implementations of Xtremepush’s platform since its acquisition of Thunderbite in September 2023. This acquisition aimed to redefine player engagement, gamification, and loyalty in the iGaming industry.

Industry Weigh In

Rob Pryce, Chief Revenue Officer at Xtremepush, commented: “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. We share the same values when it comes to a customer-focused approach and the potential of the bespoke free-to-play games we are creating, which are fully integrated into our CRM platform, are incredibly exciting for both companies.”

Steve Talbot, Chief Commercial Officer at The Pools, said: “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. The Pools is such an iconic and well-loved brand in Britain, which is something we are building upon as we create an accessible hub for the modern-day gaming player who is looking for big wins from small stakes. We’ve been really impressed with the range of solutions Xtremepush offer and particularly the bespoke free-to-play games they have developed for us. We’re sure they will be really well received by our players.”

Our Comment on the Article

The partnership between Xtremepush and The Pools is a significant marker in the evolution of digital engagement in the gaming industry. By integrating advanced CRM solutions and bespoke gaming experiences, this collaboration not only revitalizes a historic brand but also sets a new standard for customer engagement in the gaming sector.

It’s a testament to how tailored technological solutions can transform traditional gaming models, making them more relevant, engaging, and accessible to today’s digital-savvy consumers. The strategic use of real-time data and personalized content underlines a forward-thinking approach, one that promises to redefine player experiences and loyalty in an increasingly competitive market.

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