Xtremepush: Shifting Focus from Acquisition to Retention and Growth

At the recent SBC Summit Americas, the spotlight was on creating unique player journeys and adopting player-first strategies. Xtremepush CEO and Co-Founder, Tommy Kearns, and Chief Growth Officer, Morten Pedersen Tonnesen, delved into the evolving CRM landscape, emphasizing the importance of churn and retention over mere acquisition. This strategic shift represents a fundamental change in how iGaming operators approach customer relationship management, moving beyond traditional acquisition-focused models.

The gaming industry has witnessed a significant transformation in recent years, with operators recognizing that sustainable growth comes from nurturing existing players rather than constantly seeking new ones. This evolution reflects broader market maturity and increased competition, forcing companies to develop more sophisticated retention strategies.

The Evolution of CRM in iGaming

Tommy Kearns highlighted Xtremepush’s decade-long journey in the CRM industry, witnessing its evolution from fragmented point solutions to a unified, comprehensive approach. He emphasized the critical importance of encompassing the entire player lifecycle, from initial activation through engagement to long-term loyalty, all under one integrated CRM platform.

“We’ve seen the industry evolve from isolated solutions to embracing cross-channel, integrated platforms that provide a holistic customer view,” says Tommy Kearns, CEO of Xtremepush.

Morten Pedersen Tonnesen expanded on this vision, explaining how the focus has shifted toward building a complete 360-degree customer view through sophisticated data collection across all player touchpoints. The industry is now leveraging artificial intelligence and machine learning for personalized communication strategies, while simultaneously enhancing gamification elements and loyalty programs to maintain sustained player engagement.

“The focus is increasingly on building a 360° customer view through data collection across all touchpoints, leveraging AI for personalized communication,” explains Morten Pedersen Tonnesen, Chief Growth Officer at Xtremepush.

This comprehensive approach allows operators to understand not just what players do, but why they do it, enabling more effective intervention strategies and personalized experiences that drive both satisfaction and long-term player engagement.

Advanced Strategies for Player Retention and Growth

Morten Pedersen Tonnesen stressed the paramount significance of real-time engagement capabilities and in-product experiences, including sophisticated gamification mechanics and comprehensive loyalty programs designed to improve player retention and maximize lifetime value (LTV). These strategies go beyond simple bonus offers to create meaningful, ongoing relationships with players.

Tommy Kearns underscored Xtremepush’s distinctive strengths in the iGaming sector, including deep industry knowledge accumulated over years of operation, expert technical teams with specialized gaming experience, and proactive customer care that anticipates player needs.

“In the iGaming industry, retention and growth are becoming more crucial than acquisition. Our platform enables real-time engagement at crucial player moments,” states Tommy Kearns.

By leveraging a unified platform capable of providing a true 360-degree view of players, Xtremepush enables operators to deliver real-time engagement that meets customers at crucial decision moments.

The platform’s capabilities extend beyond traditional CRM functions to include predictive analytics, behavioral segmentation, and automated trigger-based communications that respond to player actions in real-time. This level of sophistication allows operators to create personalized gaming experiences that feel natural and engaging rather than intrusive.

Creating Unique and Personalized Player Experiences

Both Kearns and Tonnesen emphasized the absolute necessity of delivering genuinely personalized experiences to players in today’s competitive landscape. By analyzing comprehensive player data and behavioral patterns, Xtremepush enables operators to craft detailed, unique player profiles that allow for highly tailored engagement strategies. This sophisticated approach mirrors successful models employed by companies like Amazon with their predictive analytics capabilities, positioning the iGaming industry to achieve similar levels of personalization excellence.

The personalization extends beyond simple game recommendations to include timing of communications, preferred communication channels, optimal bonus structures, and even game interface customizations. This level of detail requires sophisticated data processing capabilities and advanced analytics tools that can process vast amounts of player interaction data in real-time.

These personalized experiences are crucial for customer engagement and help differentiate operators in an increasingly crowded marketplace where players have numerous options available to them.

Key Strategic Takeaways

1. Unified CRM Approach: The industry is moving from fragmented point solutions to comprehensive platforms that manage the entire player lifecycle from activation to loyalty.
2. Retention Over Acquisition: Focus is shifting toward retention and growth strategies rather than pure acquisition, with emphasis on real-time engagement and personalized player experiences that maximize lifetime value.
3. Data-Driven Personalization: Success requires leveraging AI and machine learning to create 360-degree player views that enable predictive, personalized engagement strategies.
4. Real-Time Engagement: Modern CRM platforms must provide instant response capabilities to meet players at crucial decision moments with relevant, timely communications.
5. Competitive Differentiation: In a saturated market, operators must leverage advanced CRM technology and expertise to create unique value propositions that build lasting player relationships.

Frequently Asked Questions

How does Xtremepush’s unified CRM approach differ from traditional solutions?

Xtremepush integrates activation, engagement, gamification, and loyalty into a single platform, providing a comprehensive 360-degree view of players rather than managing these elements through separate, disconnected systems.

What makes real-time engagement crucial for player retention?

Real-time engagement allows operators to respond immediately to player behavior and preferences, delivering personalized experiences and interventions at optimal moments to prevent churn and maximize engagement.

How does Xtremepush help operators create unique player experiences?

Through advanced data analysis and behavioral profiling, Xtremepush enables operators to create detailed player personas and deliver highly personalized communications, bonuses, and game recommendations that match individual preferences and playing patterns.

Why is the focus shifting from acquisition to retention in iGaming?

Retention strategies provide better long-term ROI by maximizing player lifetime value, reducing customer acquisition costs, and building sustainable competitive advantages through loyal player relationships rather than constantly competing for new customers.

What role does AI play in modern CRM for iGaming?

AI enables predictive analytics, automated personalization, behavioral pattern recognition, and real-time decision making that allows operators to anticipate player needs and deliver optimal experiences at scale.