Xtremepush, an iGaming-oriented technology company, has secured funding from one of its long-term investment partners, AshGrove Capital, showing investor interest in AI remains extensive.

AshGrove has invested €21m into the company via a flexible debt facility which the company plans to use for scaling up its international presence and targeting an expansion beyond betting and gaming.

Target sectors for the company include financial services, e-commerce and publishing, and it has set out a plan to achieve this. The plan intends to invest in industry research and development and acquisitions, while also targeting a general expansion of its global footprint across different markets.

Tommy Kearns, CEO and Co-Founder at Xtremepush, said: “AshGrove Capital has been a hugely supportive partner over the last five years and this latest financing commitment will help us realise our ambitious growth strategy and will accelerate our acquisition plans in the very near future.

“Xtremepush has gone from strength to strength as a CRM and gamification leader in a short space of time, and this backing makes it a truly exciting time to push on following such a major vote of confidence in our technology, leadership, and business direction.”

Interest in AI in iGaming has been reaching fever pitch in recent years, as is the case in other industries. Use cases in betting and gaming often focus around KYC and AML, but for its part Xtremepush uses the tech to support its CRM and marketing solutions.

“At the most basic level, machine learning has been around for 30 years or more, but we’ve been using this for the last three or four years,” Kearns told SBC earlier this year.

“What we’ve been using those algorithms for to predict players behaviours such as churn, becoming a VIP etc. We are building AI into our support system more and more”

“Looking at VIPs, better experiences, cross sell and segments to predict the best next action. That’s how it helps in a general sense.”

The investment comes after several major commercial developments for Xtremepush throughout 2025.

The company has secured deals with fellow B2B firms like EveryMatrix while providing its AI-backed CRM services to the likes of The Pools, which undertook a rebrand with support from Xtremepush earlier this year.

Jonathon Ferguson, Co-Founder and Partner of AshGrove Capital, added: “Xtremepush are one of very few innovators in the CRM space, consistently raising the bar and demonstrating value to its partners, who inevitably continue their relationship for the long haul.

“This latest investment is testament to our belief in their ambitious growth strategy, strong leadership, and robust organisation – one that empowers regulated businesses to deliver compliant, tailored communications at scale.

“With this new commitment, we’re ready to facilitate the next step of the Xtremepush journey and help the firm scale to become a leader in CRM across various regulated sectors.“