GVC Holdings Extends Partnership With Optimove For Global Outreach

• GVC Holdings advertises across more than a dozen countries where it does business.
• In the US, GVC is partnered with MGM Resorts International.
• GVC technology is used in the playMGM app and powers the BorgataSports betting platform.

LAS VEGAS – GVC Holdings, one of the world’s largest gambling systems providers, last week signed an extension with international marketing firm Optimove.

The deal is in place to allow more regional automation for GVC’s global marketing initiatives relating to its many brands. GVC Global Director of CRM Francois Orhan summarizes his brand’s motives for the agreement:

“As we’ve established ourselves to be one of the leading gaming brands in the world, we face a growing challenge in keeping the management of customer engagement in a simple and yet diverse fashion that will cater for players of different brands, regulations and countries. Our long-term business relationship with Optimove has an impressive track record. We look forward to seeing what the future holds.”

The largest beneficiary of the deal is Roar Digital, a joint venture between GVC and MGM Resorts International.

Roar Digital is a $200 million project that umbrellas GVC’s and MGM’s US-based gambling properties, bringing together the two brands’ various gaming and technology platforms, most notably in the playMGM app.

Operations for land-based and online sports wagering, Internet-based casino gaming, tournament-based and online poker products, and more are covered by the agreement.

In late May, GVC Holdings received approval in both Nevada and New Jersey to enter the market.

This has positioned Roar Digital well, and it’s also bolstered other GVC holdings like partypoker, which is making a stateside comeback after being forced out of the US with the passage of the Unlawful Internet Gambling Enforcement Act (UIGEA) in 2006.

Roar Digital recently launched BorgataSports, the online wagering platform for New Jersey’s famed Borgata Hotel Casino & Spa. The Borgata is the top-grossing casino in Atlantic City, an area that has been rejuvenated since sports betting expansion came to the region in 2018.

GVC Holdings is also active in Mississippi, and the company looks to be a major potential player in most nascent US betting markets going forward.

In addition to being a partner with MGM, GVC owns major global gaming brands like the Ladbrokes Coral Group, bwin, partycasino, Foxy Bingo, and Foxy Casino, among many others.

News tags: Atlantic City | Borgata Hotel Casino & Spa | BorgataSports | Francois Orhan | GVC Holdings | Las Vegas | MGM Resorts International | Mississippi | Nevada | New Jersey | Optimove | partypoker | playMGM | Roar Digital