(AsiaGameHub) –   iGP has enhanced its marketing offerings by forming a new alliance with Optimove.

This cooperation will enable iGP’s partners to leverage Optimove’s technology to bolster CRM marketing and player engagement by activating player data.

Adi Dagan, Senior Director of Partnerships at Optimove, commented: “This partnership equips operators using iGP solutions with positionless marketing, providing richer insights into their players, the capacity to generate personalised assets, and the autonomy to engage and expand within a highly competitive environment.”

iGP states that operators can feed real-time player data directly into Optimove’s segmentation, analytics, and marketing automation tools. This will allow them to launch campaigns, improve the personalisation of player experiences, and increase player value.

iGP stressed that applying player data in this manner can help address the difficulties stemming from increasing acquisition costs and the fight for players’ attention.

Jovana Popovic Canaki, Chief Executive Officer of iGP, characterized the new alliance as reinforcing the core of iGP’s platform solution. This move aligns with the company’s ongoing shift to focus exclusively on being a B2B technology provider.

“Together we are enabling operators to activate their player data, personalise engagement at scale, and drive stronger long-term growth,” she added.

Trading on honesty and integrity

Last month, iGP’s Chief Marketing Officer, Michael Baker-Mosley, discussed with iGaming Expert the importance of platform providers like iGP establishing realistic expectations for clients to prevent ‘over promising and underdelivering’.

He said: “In reality, launching a new platform takes two to three months, which is a reasonable timeframe. However, some promise operators four weeks, and we are aware of deals we lost where the platform went live a year later.

“Delivering truly powerful gaming experiences requires time. This is a frequent topic in B2B discussions, but less common in B2C. The product landscape is becoming more uniform, with operators now competing on the experience they offer, rather than the product itself.”

“If every operator has the top 10 slots globally, the competition shifts to brand and experience. Achieving this successfully and entering a new market demands both time and investment.”