
We are extremely thrilled to share another interview with Xtremepush‘s Chief Growth Officer Morten Pedersen Tonnesen.
In this interview, Morten will share a bit about Xtremepush and its status in the industry, some of the recent milestones that Xtremepush achieved in the market regarding CRM and Loyalty Marketing, current markets where Xtremepush is actively operating and much more interesting.
TheGamblest: Thank you Morten, for taking the time to join us! For starters, can you share a bit about Xtremepush? How can you describe where the company is now in the market, and where it strives to be?
Morten: Xtremepush is a leading CRM & Loyalty marketing technology platform specifically tailored for iGaming companies. We enable operators to leverage real-time data, AI, and gamification to craft intelligent and highly personalised, omnichannel journeys for players. What sets us apart is that we deliver all of this in real time, at scale and within one unified solution.
We are a strong player in the global gaming industry, with our technology serving more than 250 partners in key regulated markets, including Europe, the US and LatAm. Additionally, Xtremepush powers 25 of the top 50 industry-leading operators on the EGR Power 50 list.
Our offices in Dublin, London, New York and São Paulo help our diverse team meet the needs of customers to deliver life-cycle specific journeys that have a longstanding impact on their growth.
TheGamblest: As one of the industry leaders, could you list the top products/services you provide iGaming companies, and what is the most demanded one?
Morten: Our One Solution platform encompasses our broad ecosystem of products. Through this, we offer a full suite of tools to improve player engagement and retention. We deliver real-time player data insights, omnichannel campaigns, and free-to-play games and loyalty journeys to support our partners’ needs, with future proofed solutions and transparent AI to ensure they are always on the pulse of changes. Working with Betsul in LatAm, our product suite significantly improved their retention rate, resulting in a 600% increase in their average annual revenue. One Solution also drove a 50% decrease in costs for the operator.
InfinityAI is a product we developed as a predictive tool, assessing future player behaviour, value and preferences. It incorporates Adaptive AI technology that identifies best-performing models, depending on a client’s use cases. It’s an approach that offers complete flexibility and agility, delivering results that have a major impact on results. Adaptive modelling represents a valuable shift from one-size-fits-all AI solutions to bespoke, predictive analytics at scale and pace. This solution has attracted significant interest in the US since its launch.
TheGamblest: Morten, could you share some of the recent milestones that Xtremepush achieved in the market regarding CRM and Loyalty Marketing?
Morten: We were pleased to sign a string of strategically significant deals this year, including with partners Bede, Weebet and Playtronix, to bolster operators’ retention and data-driven marketing capabilities. LatAm remains a key focus of ours, with other deals such as Playr.bet and Vibra Gaming reflecting our trusted position in the region.
Additionally, we signed with global giant Sportradar, a true industry leader, adding our comprehensive CRM and loyalty marketing solution to its marketing services offering. This helped to prove that Xtremepush can add significant value as a provider to tier-one operators. We have also enjoyed success with The Pools in Europe, after launching highly engaging free-to-play games ahead of Euro 2024, and in the US, our unified platform continues to prove itself and enjoy huge growth, with the majority of our clients embracing its vast capabilities. This technology is proven to improve the player experience by tailoring their journey in a streamlined and highly targeted way.
TheGamblest: What are the current markets where Xtremepush is actively operating and what locations are planned in the future to expand in?
Morten: Xtremepush is currently used by more than 250 brands worldwide, across Europe, North America and LatAm, with our eyes set on further expansion in Brazil. Brazil’s regulated market is just opening up and we set up an office there in February, setting a precedent for our ambitious plans in the market. There are a lot of interesting opportunities there and new operators in acquisition mode can be helped by Xtremepush’s unified solution.
TheGamblest: You have already established partnerships with the industry’s few top companies. What are the most important factors when choosing your partners and which companies you would like to cooperate with?
Morten: We seek out partners that we know will benefit from our technology and share our focus on increasing player engagement and retention levels. We are known to partner with some of the industry’s most well-known brands and through this, seek to successfully secure a strong presence in key markets globally.
Shared values around customer focus and innovation are also highly valued qualities that we seek when partnering with different operators and brands. Our company is driven by the urge to enhance player journeys and we want to work with partners who share this commitment.
TheGamblest: Are there any plans to expand Xtremepush’s offering range? Could you share hints or teasers about upcoming releases? Whether in terms of specific features or just the general concept, we will be delighted to get a brief intro of what’s coming soon.
Morten: With the recent launch of InfinityAI, our adaptive AI technology, we have proven that constantly evolving our offering is the key to our success. Many operators struggle to understand the capabilities of AI in the realm of player retention, which is why this tool can take away some of the legwork. This powerful toolkit enables teams to train and deploy learning models for any use case, with a high level of transparency and flexibility.
XP Gamify is a solution that allows operators to use real-time player data to offer intelligent gamification strategies. Highly customisable games allow partners to reflect their brand identity, while smart bonusing allows for targeted rewards that appeal to the customer. Immediate insights empower operators to make data-driven decisions for the strongest impact, while optimising their rewards budget. In the months ahead, we will add more tools that encourage loyalty and retention, such as the tools to create a loyalty program that allows customers to qualify for different levels by completing ‘missions’. This encourages customers to not only remain loyal, but active, on the platform.
In the UK and northern Europe, consent management within marketing is going to be increasingly important in 2025. One of the modules in our unified solution is consent manager and this gives users control over their communication preferences, ensuring compliance with GDPR and the establishment of trust. It allows customers to view, manage and update users’ consent preferences across all channels, ensuring targeted and user-first communications that are permission-based.
Aside from this, we will continue to have our finger on the pulse of the iGaming industry, assessing changing needs to ensure our offering is the most competitive and impactful technology on the market. We have a lot to offer from a feature perspective.
TheGamblest: From the most recent events, you took part in the SBC Summit in Lisbon and G2E in Las Vegas. Have you presented any new products or services there, and were your expectations met in terms of new partnerships and networking?
Morten: At these two events, we were able to showcase the full power of Xtremepush’s CRM & Loyalty Marketing Solution. This last quarter has presented the opportunity for us to have enriching conversations about the capabilities of Infinity AI and major events such as these – where we exhibited on a large scale, as well as hosting additional events for delegates – provide a perfect forum for such discussions.
The iGaming industry is ever-evolving and with markets such as Brazil presenting promising but highly competitive opportunities for suppliers and operators, our CRM and loyalty marketing platform will give our partners the edge needed to maximise ROI, grow player LTV and improve overall engagement.
TheGamblest: For the last question, Morten, can you share a bit with our audience about your journey and what led you to join Xtremepush as the Chief Growth Officer?
Morten: I have worked in the global gaming industry for more than a decade and played a key role in driving the success of companies such as PokerStars, Kambi and BetWarrior, delivering strong results. I chose to join Xtremepush as they have the strongest solution on the market for operators looking to gain a competitive edge by combining real-time data, AI, gamification and best-in-class CRM into one platform. This is an exciting time for their technology and I was instantly impressed by their impact on client growth.
My aim now will be to replicate my track record of propelling growth with Xtremepush during a time of significant momentum. I will place a particular focus on hugely competitive LatAm markets such as Brazil following the recent opening of our office in the country and the agreement of partnerships with major operators.