Xtremepush integrates its full platform with The Pools

Xtremepush, the leading omnichannel customer engagement platform powered by a real-time customer data platform (CDP), has signed a wide-ranging partnership with The Pools to provide the iconic British brand with all the solutions within its unified platform to aid the operator’s digital transformation.

The Pools, formerly known as The Football Pools, has recently relaunched with a new app and is integrating Xtremepush’s platform as part of its new player-centric approach which uses technology to engage the modern gaming player via multiple products including sports betting, casino and lottery.

As well as providing its suite of optimisation and automation CRM tools, alongside the enterprise-grade CDP, to deliver personalised, relevant messages, Xtremepush will also provide bespoke, exclusive free-to-play (F2P) games for The Pools, cementing a fully unified omnichannel solution.

The first F2P game The Pools will launch following on from the deal will be Football Squares, a bingo-style scratchcard covering a series of football events on a given day. The Pools will receive real-time triggers and insights through Xtremepush’s CRM platform to gain truly measurable F2P data.

The Pools is one of the first customers to sign up for the fully unified platform since Xtremepush’s acquisition of Thunderbite in September 2023, a deal designed to redefine player engagement, gamification and loyalty in the iGaming industry.

Rob Pryce, Chief Revenue Officer at Xtremepush, said: “This deal with The Pools is hugely significant for Xtremepush, as one of the first agreements to integrate our fully unified platform since we acquired Thunderbite earlier this year.

“The Pools is a truly iconic brand, and we are honoured to be working with them at this vital stage of their life cycle where they are digitally transforming their business.

“We share the same values when it comes to a customer-focused approach and the potential of the bespoke free-to-play games we are creating, which are fully integrated into our CRM platform, are incredibly exciting for both companies.”

Steve Talbot, Chief Commercial Officer at The Pools, said: “Xtremepush’s unified platform is a real game-changer when it comes to activation, retention, CRM and loyalty, and we are delighted to be the first company to fully integrate it.

“The Pools is such an iconic and well-loved brand in Britain, which is something we are building upon as we create an accessible hub for the modern-day gaming player who is looking for big wins from small stakes.

“We’ve been really impressed with the range of solutions Xtremepush offer and particularly the bespoke free-to-play games they have developed for us. We’re sure they will be really well received by our players.”