Seen.io and Xtremepush partner to deliver personalised video CRM

Seen.io and Xtremepush have announced a strategic commercial partnership designed to broaden how iGaming operators approach customer engagement, player retention and lifecycle marketing. By combining Seen.io’s AI-powered personalised video technology with Xtremepush’s established CRM, loyalty and engagement platform, the collaboration seeks to offer operators a more automated way to deliver individualised player communications at scale.

The agreement reflects a broader trend within the online betting and gaming sector, where operators continue to explore more sophisticated methods of player communication in increasingly competitive and regulated markets. Rather than relying solely on traditional promotional emails or generic onboarding sequences, the partnership focuses on integrating personalised video directly into existing CRM infrastructures.

According to both companies, the objective is to reduce technical friction for operators while allowing marketing teams to deploy more dynamic communications throughout the player journey, from acquisition to retention.

Strategic alignment between CRM infrastructure and personalised media

Xtremepush has built a significant presence in the iGaming sector through its customer data platform, real-time segmentation capabilities and omnichannel marketing tools. Its services are widely centred on enabling operators to manage player relationships through data-driven campaigns across email, mobile and web channels.

Seen.io, meanwhile, positions itself around automated personalised video experiences. Its technology is designed to generate customised video messages tailored to individual recipients based on available player data.

Through this partnership, operators already using Xtremepush can integrate Seen.io’s video capabilities into their existing workflows without major additional development. The process is designed to function through real-time data transfers, allowing player actions or CRM triggers to automatically initiate bespoke video content.

This operational model may be attractive to operators seeking marketing differentiation while maintaining continuity within their existing CRM ecosystems.

Superbet case study provides commercial validation

A central example supporting the partnership is its implementation with Superbet, a major European sports betting and iGaming operator that already worked with both companies.

Superbet reportedly used personalised video in its onboarding process by sending newly registered players customised welcome videos shortly after account creation. This initiative was tested over a two-month A/B comparison against a standard onboarding email sequence.

According to the performance data shared by the companies, the personalised video campaign delivered measurable improvements across several engagement categories.

Reported outcomes included:

• A 2.2 percentage point increase in First-Time Deposit conversion rates
• An 86% increase in Net Promoter Score among users receiving personalised video compared with standard email users
• Higher email open rates and stronger click-through engagement
• Increased player motivation to place an initial wager

While campaign outcomes can vary by market, audience and execution, the Superbet example is being positioned as practical evidence that personalised content formats may improve onboarding efficiency under certain commercial conditions.

Superbet’s deployment has also been publicly referenced at ICE 2025, where the strategy was presented as part of a wider discussion on player acquisition and conversion.

Leadership perspectives on player engagement evolution

Andrei Popa, VP online at Superbet, highlighted the strategic importance of the technology within player retention efforts.

“The uplift in positive sentiment and motivation is fuelling longer player lifecycles and higher retention rates. Seen.io has redefined our engagement strategy and personalised video is now a cornerstone of how we build loyalty. With personalised videos, we’re seeing players explore and engage more.”

This statement suggests that beyond initial conversion, Superbet views personalised media as potentially relevant to broader long-term engagement goals.

From Xtremepush’s perspective, the partnership appears focused on enhancing the value of existing CRM investments.

Robbie Sexton, director of partnerships & iGaming at Xtremepush, stated: “iGaming operators have invested heavily in their CRM infrastructure, but the content they’re sending through it too often looks the same as everyone else’s.

“Personalised video changes that. When Seen.io joined the XP Partners Programme, it was a natural fit – a proven, high-impact capability that slots straight into how our customers already work. The Superbet results speak for themselves and we’re excited to bring this to operators across our network.”

Seen.io’s leadership similarly framed the collaboration around the enhancement of established systems rather than replacement.

Marius Tungesvik, director of global partnerships at Seen.io, said: “Xtremepush has built one of the most sophisticated CRM platforms in iGaming. What excites me is what happens when you layer personalised video on top of that foundation at exactly the right moment.

“Superbet is the proof: a 2.2 percentage point FTD uplift and an NPS nearly double that of standard email. Those aren’t marginal gains. It’s a testament to what can happen when great CRM infrastructure and personalised video work together.”

Practical applications across the player lifecycle

One of the notable aspects of the partnership is its emphasis on full-lifecycle utility rather than isolated campaign use.

Potential operator applications include:

Onboarding and conversion

Personalised welcome journeys can be used to encourage newly registered players to complete first deposits and explore product offerings.

Reactivation campaigns

Dormant or inactive users may receive communications that reference prior engagement history, potentially increasing relevance.

VIP and loyalty initiatives

High-value players can be targeted with milestone-based recognition campaigns that may support brand loyalty.

Promotional messaging

Bonus offers, free bets and seasonal promotions can be delivered through richer formats intended to stand out from conventional inbox traffic.

This breadth suggests that operators may see personalised video not merely as a customer acquisition tactic but as an integrated retention and CRM extension.

Broader market implications for iGaming marketing

The iGaming industry has become increasingly focused on differentiation amid rising acquisition costs, tighter compliance frameworks and growing competition. In this environment, content quality and communication relevance are emerging as strategic priorities.

Personalised video may not represent a universal solution, but it does align with wider digital marketing trends emphasising relevance, automation and customer-centric engagement.

For operators, one practical advantage may be that this partnership does not appear to require replacement of current CRM systems. Instead, it functions as an enhancement layer, which may lower implementation barriers.

At the same time, commercial effectiveness will likely depend on execution quality, compliance with local advertising standards and player preferences.

Compliance and responsible implementation considerations

As with any marketing innovation in regulated sectors, operators deploying personalised content tools may still need to ensure compliance with responsible gambling frameworks, privacy regulations and jurisdiction-specific promotional rules.

The technology itself may expand communication capabilities, but governance remains essential. Personalisation in gaming environments can attract regulatory scrutiny if not aligned with legal and ethical standards.

This makes CRM-video integrations potentially powerful, but also dependent on responsible operational oversight.

Conclusion

The partnership between Seen.io and Xtremepush represents a commercially significant development in the evolution of iGaming CRM strategy. By combining automated personalised video with established customer engagement infrastructure, the collaboration offers operators an expanded toolkit aimed at improving communication effectiveness across acquisition, retention and loyalty.

The Superbet case study provides one practical example of potential upside, particularly in onboarding and FTD conversion, though outcomes may differ across operators and markets. More broadly, the partnership reflects the industry’s continued movement toward data-driven personalisation without requiring wholesale system change.

For operators navigating increasingly competitive player acquisition landscapes, solutions that enhance existing CRM frameworks while introducing differentiated content may hold strategic appeal. Whether personalised video becomes a long-term industry standard remains to be seen, but this collaboration positions both Seen.io and Xtremepush at the centre of that conversation.

FAQs

What is the primary goal of the Seen.io and Xtremepush partnership?
The partnership is intended to help iGaming operators integrate personalised video into existing CRM systems to enhance player engagement, conversion and retention strategies.

How does personalised video differ from traditional CRM communication?
Personalised video uses player-specific data to create customised content, potentially making communication more relevant than generic promotional emails.

What role did Superbet play in validating this partnership?
Superbet served as a practical case study by implementing personalised video in onboarding campaigns and reporting measurable engagement and conversion improvements.

Can operators use this integration without replacing their CRM systems?
According to the companies, the solution is designed to integrate into existing Xtremepush workflows, reducing technical disruption.

What player lifecycle stages can benefit from personalised video?
Potential use cases include onboarding, first deposit conversion, reactivation, loyalty campaigns and VIP recognition.

Is personalised video guaranteed to improve conversion rates?
No marketing tool can guarantee results and effectiveness may depend on market conditions, campaign quality and audience behaviour.

Why is CRM integration important for iGaming operators?
Integrated CRM tools can streamline campaign management, improve targeting and potentially enhance communication efficiency.

Are there compliance concerns with personalised marketing in iGaming?
Yes, operators must still align campaigns with responsible gambling standards, privacy regulations and local advertising laws.

What makes this partnership commercially notable?
It combines CRM infrastructure and automated personalised media in a way that may improve campaign differentiation without significant system replacement.

Could personalised video become more common in iGaming?
If operators continue to prioritise player-specific engagement and measurable ROI, personalised video may become a more widely adopted marketing tool.