IGT PlaySports Integrates Xtremepush CRM Tools for US Ops

IGT PlaySports has formed a partnership with Xtremepush to deliver integrated customer relationship management and real-time marketing capabilities to its igaming and sportsbook operator network. The agreement enables IGT PlaySports’ clients to leverage Xtremepush’s CRM and loyalty platform across both land-based and digital environments.

The collaboration allows operators to consolidate player data into a single view, providing the foundation for personalized, omnichannel engagement strategies. By integrating with existing loyalty applications and supporting gamified experiences, the platform is designed to improve lifecycle management from acquisition through to retention.

The partnership is aimed at addressing common challenges around data fragmentation within the igaming and retail sports betting sectors. It also brings pre-configured campaign templates and modular integration options to facilitate implementation and scale.

The deal reflects Xtremepush’s growing presence in North American regulated markets and supports IGT PlaySports’ broader strategy of offering value-added services to its B2B operator base through a unified technology stack.

Tommy Kearns, CEO at Xtremepush, said: “This partnership with IGT PlaySports is a significant milestone for Xtremepush. Together we’re enabling operators to seamlessly personalize experiences in real time, and ultimately increase player value across every channel. IGT’s reputation as a trusted and responsible provider in the market is second to none, and we’re excited to help power the next phase of growth for their customers.”

Joe Bertolone, Senior Vice President, Sports Betting at IGT, said: “Our partnership with Xtremepush augments our offering to deliver more ways for our customers to ultimately expand their profitability. The combination of IGT’s experienced sports betting team and this powerful toolset will continue to fortify PlaySports as North America’s leader in sports betting solutions. Integrating Xtremepush’s technology along with add-on services for customers that need digital marketing expertise drives ROI and a more meaningful relationship between our customers and retail and mobile players.”