Altenar integrates Optimove's Opti-X to boost player personalisation

Altenar, a sports betting and iGaming software provider, has added Optimove’s Opti-X Digital Experience Platform (DXP) to its offering, aiming to help operators improve engagement and player lifetime value from the outset of the customer journey.

The integration, announced on 17 March 2025, brings several new capabilities to Altenar’s platform, including real-time messaging, dynamic layouts and tools for flexible experimentation.

Real-time and AI-driven features

Opti-X’s Real-Time Messaging feature allows operators to automatically trigger personalised communications across marketing channels at relevant moments, intended to keep players engaged through timely outreach.

The platform also includes an AI-powered Smart Search Engine, which generates personalised search results based on a player’s search history, behaviour on the platform and betting preferences.

Enhanced segmentation

With the addition of Opti-X, Altenar says it can now provide more advanced personalisation across channels and platforms. The tool’s behavioural, historical and predictive modelling capabilities are designed to help operators build detailed micro-segments of players, supporting more tailored interactions intended to strengthen loyalty and increase player value over time.

Diego Salas, sales manager at Altenar, said the partnership was aimed at helping clients better understand player behaviour in order to refine their content and marketing messages.

Adi Dagan, senior director of partnerships at Optimove, said the integration was intended to support sports betting operators in delivering more personalised experiences for players.

Altenar, founded in 2011, describes itself as a turnkey sportsbook provider focused on tailoring solutions for different markets and audiences.