Optimove, a supplier of iGaming and sports betting technology and services, revealed it is launching a new customer relationship management (CRM) tool designed to assist gaming firms in enhancing the in-game wagering experience. 

The new OptiLive tool from the company enables sportsbooks to tailor live betting suggestions on a large scale, utilizing technology to recommend the most pertinent bets for clients. OptiLive's launch comes shortly after Optimove Insights, the company's research division, published a report showing that in-game betting prompts led to higher spending by sports bettors.

"For example, in the U.S., bettors’ average monthly live betting spend is $1,583.90, compared to $846.20 for pre-match betting—an 87% increase. This highlights the immense revenue driver in-play betting is for sportsbooks and OptiLive is designed to capitalize on it,” according to the company.

Information from that report further verifies that dedicated in-game gamblers typically invest more each month than those concentrating on pre-match odds. Live betting has been widely favored in Europe, where slower-paced sports are enjoyed, but it's gaining substantial traction in the swiftly expanding US sports betting market. 

OptiLive CRM Boosts Personalization 

Sports wagering is becoming more entrenched in technology; however, there are indications that operators are falling short in that area. For instance, a study conducted by Optimove Insights involving close to 400 bettors indicates that 86% will refuse to accept notifications and messages from gaming firms if they consider those updates unimportant to their preferences. 

OptiLive seeks to address that challenge by using technology to assist sportsbook operators in sending alerts to bettors based on their individual preferences. For instance, if a client has demonstrated a preference for betting on a certain NFL team or athlete, OptiLive can generate immediate messages reflecting activity during a live match. That might encourage greater involvement from customers. 

“OptiLive’s advanced AI-driven personalization engine ensures bettors only receive messages that are aligned with their interests and betting history,” notes Optimove. “Soccer fans get instant updates when teams they bet on score thrilling goals while tennis enthusiasts are notified the moment the players they bet on win pivotal sets. OptiLive avoids generic, excessive notifications, delivering timely and meaningful updates that drive engagement and conversions.”

Using OptiLive, operators receive immediate alerts and data-based insights that can help in setting prices for in-game bets, which are sources of profit. 

OptiLive CRM May Discover Instant Significance 

The OptiLive CRM may appeal to gaming companies as investors seek enhancements in margins and profits. An increased integration of technology may be a way to achieve the efficiencies that shareholders seek. 

Gaming companies have strong motivation to look into OptiLive because of the tendency of in-game bettors to increase their expenditures. 

Optimove's Vice President Shai Frank mentioned that “the increased average expenditure by live bettors underscores the opportunity for operators to improve player lifetime value via targeted, timely personalized communications with players.”