Sportradar adds Xtremepush CRM tool to retention services suite

Sportradar has agreed a strategic partnership with Xtremepush, the CRM and loyalty marketing specialist, to add the latter’s player engagement technology to its suite of retention services for betting operators.

The deal, announced on 1st October 2024, brings Xtremepush’s unified platform, which combines a real-time customer data platform, omnichannel activation, optimisation and gamification tools, into Sportradar’s marketing services portfolio.

Targeting churn and high-value players

Through the agreement, Sportradar will be able to help its operator clients identify high-value bettors as well as customers at risk of churning. The Xtremepush technology will work alongside the predictive CRM and personalisation capabilities of Sportradar/Vaix, with the aim of delivering more tailored omnichannel communications designed to improve retention and boost customer lifetime value.

Tommy Kearns, chief executive of Xtremepush, said the extended partnership built on an existing relationship with Sportradar, describing the company as an industry leader working with tier-one partners globally. He said Xtremepush was looking forward to giving Sportradar’s clients access to its personalisation and communication tools.

Paolo Personeni, executive vice president of managed betting services at Sportradar, said combining Xtremepush’s solution with Sportradar’s own technology would allow clients to engage with customers in a more meaningful and personalised way, supporting stronger retention.

About Xtremepush

Xtremepush is a CRM and loyalty marketing provider used by iGaming companies to apply real-time data, artificial intelligence and gamification to player engagement. Headquartered in Dublin with offices in London, São Paulo and New York, the company counts Livescore, Oddschecker, FanDuel, Golden Nugget, Groupe Dynamite, Betsson, Betsul, The Pools, Kaizen, BetMGM and William Hill among its partners.