Zona de Azar Israel – Optimove Launches OptiLive: Scalable CRM-Powered Live Sports Marketing

Israel.- 29th January 2025 www.zonadeazar.com OptiLive allows sportsbooks to enhance in-play (live) sports betting through real-time, personalized messaging during live sporting events.

Why it Matters:

OptiLive is a critical solution for sportsbook operators to maximize the growing in-play betting market. With live betting accounting for 54% of total bets and live bettors spending significantly more than pre-match bettors, operators need a way to engage players at the right moments. By delivering real-time, personalized messages based on player interests and live game events, OptiLive helps sportsbooks increase engagement, drive more in-play bets, and enhance player lifetime value.

Key takeaways:

OptiLive (as mentioned in the PR) is a new solution designed to empower sportsbook operators to execute CRM-powered live sports marketing at scale. OptiLive enables operators to leverage customer relationship management (CRM) data—such as player interests and betting history—alongside real-time sports data to deliver timely and relevant messages to players during live sporting events.

The Impact of In-Play Betting on Player Spending

Live betting is a significant driver of revenue for sportsbooks. An analysis of 3,794,500 sportsbook bettors revealed that 54% of total bets are placed live. Additionally, live bettors tend to spend more than those who bet pre-match. In the U.S., for example, the average monthly bet amount for live bettors is $1,583.90, compared to $846.20 for pre-match bettors—an 87% increase.

OptiLive is designed to help operators capitalize on this trend by automating and personalizing messaging at scale, ensuring that players receive relevant information when it matters most. By integrating real-time data, OptiLive helps operators increase engagement and drive in-play betting activity.

How OptiLive Works

OptiLive automates real-time messaging based on live sporting events and player interests. For example, during a soccer match between Real Madrid and Barcelona, if Kylian Mbappé scores a goal, OptiLive can:

Identify relevant players who have previously shown interest in bets related to Kylian Mbappé or the competing teams.
Instantly send a message alerting them about the goal, along with updated live odds.
This approach allows operators to maintain engagement during key moments, prompting immediate action and increasing betting activity.

Personalized Messaging to Reduce Marketing Fatigue

A survey conducted by Optimove Insights among 396 online gamblers found that 86% opt out of platform communications due to receiving too many irrelevant messages.

OptiLive addresses this issue by ensuring that bettors receive only messages aligned with their interests and betting behavior. Soccer fans, for instance, receive updates on teams they have placed bets on, while tennis enthusiasts are notified about key moments in matches involving players they follow.

By avoiding excessive notifications and prioritizing relevant updates, OptiLive helps sportsbooks deepen player engagement without overwhelming them with unnecessary alerts.

Higher spend by live bettors is an opportunity for sportsbooks to optimize player lifetime value through targeted, timely, personalized messages to players.

Integration with Sportsbook Operations

OptiLive is designed to integrate seamlessly into sportsbook platforms, enabling operators to:

Deliver real-time alerts on major sporting events, such as goals, penalties, or other key moments.
Provide betting insights on teams and players to assist in decision-making.
Monitor campaign performance in real-time to optimize engagement strategies.
The higher average spending by live bettors highlights the opportunity for operators to enhance player lifetime value through targeted, well-timed messaging.

Part of Optimove’s Expanding CRM Marketing Capabilities

OptiLive is part of Optimove’s broader suite of CRM marketing tools for iGaming and sports betting operators. Recent enhancements to the platform include:

A Dynamic Promotion Engine that delivers personalized, CRM-driven rewards based on real-time player behavior.
A Digital Experience Platform (DXP) that improves conversion rates and enhances customer journeys across digital channels.
AI-Driven Gamification designed to increase player engagement and retention through personalized gaming experiences.
With OptiLive, Optimove continues to advance CRM-powered marketing capabilities for sportsbook operators, helping them personalize player engagement and maximize the impact of in-play betting.

In Summary

OptiLive enables sportsbook operators to leverage real-time sports data and CRM insights to deliver personalized, in-play betting messages at scale. By automating timely and relevant communications, sportsbooks can increase player engagement, drive higher betting activity, and enhance player lifetime value.

For more insights on OptiLive, contact us to request a demo.

Edited by: @MaiaDigital www.zonadeazar.com