BetMakers selects Xtremepush as iGaming CRM partner for Apollo in Australia

BetMakers Technology Group has selected Xtremepush as its iGaming CRM partner for the Apollo wagering platform in Australia, bringing CRM, loyalty and gamification capabilities to operators using the platform. The companies announced the partnership on 9 September 2026 in a joint Dublin and Melbourne release, positioning the agreement as an expansion of the technology and engagement tools available to Australian wagering businesses.

According to the announcement, Apollo currently powers “more than 40 live wagering brands” in Australia. Under the new arrangement, Xtremepush's technology will be offered through the Apollo platform to support customer engagement, personalisation and data-driven interactions. The companies said the integration is designed to give operators access to additional tools without requiring them to build those capabilities independently.

The agreement represents a notable development for both businesses as they expand their respective technology propositions in the Australian wagering sector. For BetMakers, the integration adds another specialist technology layer to Apollo. For Xtremepush, the partnership provides an entry point into the Australian market through an established wagering platform.

BetMakers expands the Apollo technology offering

Apollo is BetMakers' next-generation full-stack betting platform built specifically for the Australian market. The company's current platform information describes Apollo as a solution combining fixed odds and tote betting with customer account functionality, compliance controls and a customisable front end.

The platform is intended to provide operators with a broad technology stack covering areas such as pricing, bet processing, risk management, account management and payments. Its positioning around the Australian market also reflects the regulatory and operational requirements that wagering businesses must address when launching and maintaining services in the country.

The addition of Xtremepush gives operators using Apollo access to a dedicated CRM layer focused on customer engagement and lifecycle communications. Rather than treating CRM as a separate operational function, the partnership places these capabilities closer to the underlying wagering technology.

This approach can be particularly relevant for operators seeking to coordinate customer communications with live activity and behavioural information. Personalisation can include the timing, channel and context of communications while loyalty and gamification functions can support broader engagement strategies.

BetMakers Chief Executive Officer Jake Henson said: “Our team came away thoroughly impressed by Xtremepush – by the product and just as much by the people behind it.

“Building real, lasting partnerships with our suppliers is paramount to us. Integrating Xtremepush into Apollo gives our expanding list of live wagering brands on the platform access to a proven CRM, loyalty and gamification solution.

“Xtremepush's decision to establish a local presence in Australia also demonstrates a strong commitment to the market. We look forward to working together to deliver greater personalisation, stronger customer engagement and improved player experiences for our Australian operator partners.”

The comments indicate that BetMakers views supplier relationships as an important component of the broader Apollo proposition. The company has previously highlighted the platform's development and integration work as part of its technology strategy, with Apollo already supporting wagering operators in Australia and other markets.

Xtremepush enters the Australian market with iGaming CRM

For Xtremepush, the BetMakers agreement marks what the company described as its first partnership in the Australian market. The business said it has also established a local presence in Australia as it looks to support its expansion into the region.

Xtremepush is headquartered in Dublin and operates internationally as an omnichannel customer engagement platform combining real-time data, AI and gamification. The company states that its technology is used by more than 250 brands worldwide.

Its focus on iGaming CRM has increasingly extended beyond conventional campaign management. The company's technology proposition includes customer data, personalised journeys, messaging and gamification capabilities designed to help operators coordinate engagement across different stages of the customer lifecycle.

The company's more recent product development also includes XpertOS, which Xtremepush has presented as an AI-driven operating system for CRM teams. The company says the platform includes governance and compliance controls within its architecture, alongside tools intended to automate campaign execution and improve operational scalability.

The Australian launch therefore gives Xtremepush an opportunity to apply its existing CRM and engagement proposition within another regulated wagering environment. At the same time, the partnership with BetMakers allows its technology to reach operators through Apollo rather than requiring every operator to establish a separate integration independently.

Real-time personalisation becomes more important

The role of CRM within wagering has evolved as operators gain access to more detailed customer and transactional data. Modern iGaming CRM systems can use information from multiple sources to help marketing teams deliver more timely and relevant communications.

The value of that approach is not simply linked to sending more messages. Effective customer engagement depends on understanding when communications are appropriate, which channel should be used and what type of interaction is relevant to an individual customer.

For operators, combining CRM with loyalty and gamification functionality can also create a more connected customer journey. Instead of running separate campaigns and rewards programmes, businesses can use integrated technology to coordinate engagement activity around defined lifecycle objectives.

The Xtremepush partnership could therefore provide Apollo operators with a more unified framework for managing these activities. However, the precise configuration and use of the technology will ultimately depend on individual operator strategies, integrations and applicable regulatory obligations.

Compliance remains central to Australian wagering

The Australian market presents specific regulatory considerations for online wagering businesses. The Australian Communications and Media Authority states that the Interactive Gambling Act establishes rules governing companies that offer or advertise gambling services online and notes that certain forms of online gambling are prohibited.

CRM and personalisation activities must also be considered alongside privacy and direct marketing requirements. The Australian Privacy Principles address the use and disclosure of personal information for direct marketing under APP 7. The Office of the Australian Information Commissioner states that organisations covered by the relevant requirements must comply with applicable conditions and provide individuals with an avenue to opt out of direct marketing.

These requirements are particularly relevant when platforms use behavioural or customer information to determine communications. For that reason, CRM technology in the Australian wagering market is not simply a marketing issue. Data governance, consent, privacy controls and regulatory processes can all form part of the technology implementation and operating model.

Responsible gambling considerations are also important within the wider Australian wagering environment. Government-supported research through the Australian Gambling Research Centre has examined online wagering and consumer protection measures, reinforcing the significance of responsible and compliant approaches to the sector.

A broader technology partnership

The BetMakers and Xtremepush agreement reflects a wider move towards interconnected technology ecosystems within online wagering. Platform providers increasingly work with specialist technology companies to give operators access to advanced functionality through established infrastructure.

For BetMakers, integrating Xtremepush strengthens the range of engagement capabilities associated with Apollo. The company can position the platform as more than a wagering engine by connecting sportsbook and account functionality with CRM, loyalty and gamification tools.

For Xtremepush, the relationship provides an important route into Australia through a technology provider already active in the local wagering market. It also gives the company an opportunity to demonstrate how its CRM proposition can operate within an environment where customer data, responsible gambling and regulatory compliance require careful consideration.

Neither company has disclosed additional commercial terms for the agreement in the supplied announcement. Details concerning specific operator deployments, implementation timelines or measurable commercial outcomes were also not provided.

What the partnership could mean for operators

The immediate significance of the agreement is the expanded technology choice available to BetMakers' Australian operator partners. Businesses using Apollo can potentially access CRM, loyalty and gamification functions as part of a broader platform ecosystem rather than managing every element through separate technology relationships.

The arrangement may also help reduce integration complexity for operators seeking to introduce more sophisticated customer engagement capabilities. A more connected technology environment can support consistent data flows and make it easier for marketing teams to coordinate communications with customer activity.

The long-term impact will depend on how individual operators deploy the technology and how effectively CRM strategies are aligned with customer experience, privacy requirements and responsible gambling policies. In a regulated market, technological sophistication alone is not a substitute for appropriate governance.

Conclusion

The selection of Xtremepush as a CRM partner for BetMakers' Apollo platform adds a new customer engagement dimension to an Australian wagering technology ecosystem that is becoming increasingly focused on personalisation and connected services. The agreement brings together BetMakers' platform infrastructure and Xtremepush's CRM, loyalty and gamification capabilities while giving Australian operators another integrated technology option.

The partnership also demonstrates how CRM is becoming increasingly embedded within wagering platforms rather than operating as an isolated marketing tool. As operators seek to improve customer experiences through real-time data and personalised engagement, the ability to combine these functions with strong governance and regulatory controls is likely to remain an important consideration.

For Xtremepush, the move marks an important step into the Australian market. For BetMakers, it broadens the capabilities associated with Apollo and strengthens the platform's wider technology proposition. The next stage will be determined by implementation across operator partners and the practical value created through the combined technology offering.

FAQs

What is the BetMakers and Xtremepush partnership?
BetMakers has selected Xtremepush as a CRM partner for its Apollo wagering platform in Australia, allowing Apollo operators to access CRM, loyalty and gamification capabilities.

What is BetMakers' Apollo platform?
Apollo is BetMakers' full-stack wagering platform developed for the Australian market. It supports functions including fixed odds and tote betting, customer accounts, compliance and other sportsbook infrastructure.

How many wagering brands does Apollo currently support?
BetMakers said Apollo currently powers “more than 40 live wagering brands” in Australia.

What does Xtremepush provide?
Xtremepush provides customer engagement technology focused on CRM, personalisation, loyalty and gamification, with its platform using real-time data and AI capabilities.

Is this Xtremepush's first Australian partnership?
According to the companies' announcement, Xtremepush described the BetMakers agreement as its first partnership in the Australian market.

Who is Jake Henson?
Jake Henson is the Chief Executive Officer of BetMakers Technology Group. BetMakers has identified Henson as CEO in its corporate announcements.

Who is Tommy Kearns?
Tommy Kearns is the CEO and co-founder of Xtremepush. The company's own materials identify him in that role.

What is XpertOS?
XpertOS is a newer Xtremepush product positioned as an AI-driven operating system for CRM teams, with features focused on automation, governance and campaign execution.

Why is CRM important for Australian wagering operators?
CRM can help operators manage customer communications, personalisation, loyalty and engagement across the customer lifecycle. In Australia, these activities also need to be considered alongside privacy and wagering regulations.

What regulatory issues can affect iGaming CRM in Australia?
Australian operators must consider requirements under the Interactive Gambling Act and relevant privacy and direct marketing rules. The applicable obligations can vary depending on the activity and the information being processed.