February 24th, 2026, Malta – InnovaPlay operators can expect a full CRM and customer engagement suite integrated into their platforms, after the company closed its second partnership deal of the year with Xtremepush.

The collaboration enables brands using InnovaPlay to plan, launch, and measure campaigns across multiple channels, including mobile notifications, email, in-app, and SMS, from a single environment.

The integration will enable operators to react more quickly to player behaviour, run more targeted campaigns without increasing the workload on internal teams, and enhance onboarding flows.

It is also expected to reduce the time it takes to reactivate inactive players and simplify the users’ rewarding process in a real-time manner, giving marketing and CRM teams a clearer view of how players move between channels, devices, and products over time.

Commenting on the partnership, Shaun Grech, Technical Director at InnovaPlay, said that the integration is a direct response to what operators have been asking for in recent months. “It makes it easier for our partners to reach the right players at the right moment, using the channels their audiences already rely on”.

Xtremepush’s Director of Partnerships, Robbie Sexton, highlighted the appeal of working with a platform that already collaborates with a broad range of operators in different regions. “This integration with InnovaPlay means less work and better results for more operators. Through this collaboration, operators can now use our category-leading CRM engine directly without resource-heavy development work, allowing them to design more relevant journeys for individual players in a unified manner”.

The two companies describe this partnership as the next step in a broader strategy to give operators tools that are ready to use but still adaptable to individual brand needs. Practical use cases are expected to include welcome series for new sign-ups, reminders for players who have been inactive for a set period, and tailored messages around key campaigns.