InnovaPlay Partners with Xtremepush to Boost Player Engagement
Malta.- February 25, 2026 www.zonadeazar.com The partnership integrates a full CRM and multi-channel customer engagement suite into InnovaPlay’s platform, enhancing automation and personalization capabilities for operators.
Overview
InnovaPlay announces its second strategic agreement of the year, closing a partnership with Xtremepush to integrate an advanced CRM and customer engagement solution across its operators’ network. The collaboration aims to enhance player lifecycle management and optimize marketing efficiency across multiple markets.
Details / Context
Through this integration, brands operating on InnovaPlay’s platform can plan, launch, and measure campaigns across mobile push notifications, email, in-app messaging, and SMS within a unified environment.
The solution enables operators to respond more rapidly to player behavior, execute more precise segmentation strategies, and improve onboarding flows without increasing operational workload. It also supports faster reactivation of inactive users and streamlines real-time reward management.
Marketing and CRM teams gain enhanced visibility into player interactions across channels, devices, and product verticals, allowing for more data-driven engagement strategies.
Shaun Grech, Technical Director at InnovaPlay, states that the integration directly addresses growing operator demand for more agile and efficient engagement tools. Robbie Sexton, Director of Partnerships at Xtremepush, highlights that operators can now leverage a category-leading CRM engine without complex development processes, enabling unified and personalized player journeys.
Use cases include automated welcome sequences, inactivity reminders, and targeted messaging aligned with promotional campaigns.
Future Outlook
The agreement represents the next phase in a broader strategy to provide scalable, ready-to-deploy solutions that remain adaptable to individual brand requirements. As competition intensifies across regulated markets, enhanced personalization and automation continue to play a central role in sustainable operator growth.
Zona de Azar will continue covering the technological partnerships shaping the future of global iGaming.
Edited by @pererarte www.zonadeazar.com