What are the critical components to truly elevating player loyalty and crucially unlocking the keys to sustained long-term loyalty?

This is the conundrum that NuxGame and Optimove are striving to uncover through the delivery of targeted and impactful campaigns via an increasingly data driven and personalised approach. 

In conversation with SBC News, Efe Yucemen, Director of Partnerships, EMEA at Optimove, and Yanina Kaplya, CMO at NuxGame, unpack the thought process behind this union, and just why this spells good news for operators across the world.

SBC News: To begin, could you talk us through exactly what the partnership between NuxGame and Optimove means and delivers for each party?

Efe Yucemen: The software and partners that operators chose today impact the revenue they generate tomorrow. Operators come to the NuxGame platform for a full product range across casino and sportsbook as well as best in class software and features. 

They want rapid deployment, mobile optimised player experiences, and customisable and flexible setup. With the Optimove NuxGame partnerships these operators can also leverage Optimove’s leading expertise in retaining and growing players, with a partnership that integrates easily and generates revenue quickly. 

Yanina Kaplya: At NuxGame, we’re on a mission to give our clients the best possible service, and that goes far beyond merely selling software. We are aimed at personalisation, constant improvement of communication between operators and players, as well as long-term player retention. All this stimulates us to work with the best brands in the industry – and Optimove is proudly one of them. 

Through our mutual integration, operators using the NuxGame platform now have access to the advanced CRM tools from Optimove, which makes it easier to personalize every message, campaign, and player journey. As a result, operators retain more and grow significantly faster. 

Now that we have joined forces with Optimove and other top-level brands, we are in the perfect position to offer a solution that helps businesses build loyalty in an increasingly competitive market. We believe that retention is not solely a strategy: it’s a service. And with Optimove by our side, we are making that service even stronger for our clients across the globe.

SBC News: You talk of a metamorphosis from the assembly-line model to adopt a more positionless approach. Why do you believe that this was necessary?

YK: As a platform provider, we’ve seen just how crucial it is to optimise every layer of the operator-to-player journey – all to improve the end-user experience. What’s happening now in the industry is inspiring: services are forming open ecosystems where cooperation creates better solutions. 

It’s a model centered around coopetition, where even competing companies partner up to optimise tech infrastructure to boost player satisfaction. Optimove is a strong example of this technological leap: they’ve successfully put into practice the idea that data, automation, and personalisation need to work together to bring real value. 

At NuxGame, we welcome this mindset. Because when platforms integrate intelligently, everyone wins: operators gain freedom to adapt, and players get an experience that feels effortless and pleasurable from start to finish.

EY: Players want, in fact demand, relevant and engaging marketing experiences from the brands they engage with. Operators face the challenge of trying to get to know, understand and delight thousands of players at a time, across hundreds of product categories and along a complex player journey. 

In an assembly line, siloed team model of marketing, this is impossible and leads to poor experiences for players and missed revenue opportunities for Operators. By giving operators, data power, creative power and optimisation power all in one platform, Optimove helps them to scale their engagement in ways unimaginable before. We call this ‘Positionless Marketing’ because the marketer is not locked into a single position in the marketing assembly line and can fulfill all roles.

SBCN: Related to this previous question, what benefits were felt and how do you believe this allows you to become better suited to the needs of the present day and what lies ahead?

EY: Five minutes to launch a campaign versus five days. This is a massive game changer according to the team at Caesars Sportsbook and Casino. We reduce the latency between a marketer’s idea and the reality, allowing them to experiment and optimize their marketing. 

This is the real power of the Positionless Marketer.

As a result of this, what does the future look like as a result of the union?

NuxGame has a reputation for product innovation and great customer support. Together Optimove and NuxGame can help operators to grow GGR and to retain players in a challenging and always dynamic market place. positionless marketing movement. 

YK: Speed is, indeed, everything in today’s iGaming market. Thanks to technologies like AI, open APIs, and mutually beneficial partnerships like ours with Optimove, we can now help operators launch their casino operations in days, not weeks. 

When every integrated service becomes faster, from campaign tools to payment systems and frontend setup, operators save time and go live sooner. We’ve seen how five-minute campaign launches empower marketing teams, and that same logic applies to every part of the project. 

Optimising the time it takes to set up lobbies, payment flows, and platform branding directly boosts our ability to get clients live quickly. For our clients, this means going from idea to market with lower cost and more confidence. We’re proud that our ecosystem makes this kind of speed a reality for every operator we work with.

SBCN: As a result of this, what does the future look like as a result of the union?

YK: The iGaming market is very dynamic these days. Games are becoming speedier, more interactive, and players expect instant entertainment. We see such trends as sweepstakes and social casinos taking off globally, and it’s clear that strong, timely communication is now fundamental to retention. 

That’s why our partnership with Optimove is so valuable. Together, we help operators connect with players more meaningfully – primarily to build loyalty and trust. That hugely contributes to long-term growth. Because the future belongs to those who understand how to scale without losing personal touch. 

With the Optimove intelligent marketing engine and the NuxGame flexible platform, we’re helping operators do precisely that: exceed player expectations and make wise decisions for the sake of lasting success.

EY: NuxGame has a reputation for product innovation and great customer support. Together Optimove and NuxGame can help operators to grow GGR and to retain players in a challenging and always dynamic market place.