# How Entain uses Optimove

As published on [optimove.com](https://www.optimove.com/resources/case-studies/entain-2025). Captured by usedby on 2026-10-08.

- Company: [Entain](https://www.usedby.ai/companies/entain.md)
- Tool: [Optimove](https://www.usedby.ai/tools/optimove.md)
- Teams: CRM, Martech

## What the story says

Entain centralized CRM decisioning for its global betting and gaming brands in Optimove, replacing a fragmented, acquisition-built stack. It connected audience selection with its internal bonusing systems so offers such as free bets and free spins can be executed automatically, starting with a rollout on bwin UK.

Summary written by usedby from the source page, in English. The figures are those of Optimove and Entain, not ours.

> Audience selection and offer fulfillment were connected end to end, enabling recommendations such as free bets and free spins to be executed automatically across customer-facing and internal bonusing systems.

> Optimove is forward-thinking, leading the way in applying machine learning and AI to iGaming in ways that deliver real value to clients like us.
>
> Simon Gatenby, Martech Transformation Director

> Their CSM model is a genuine CSM model, where you can ring the guys up and get through to people, and they engage with you and know their product.
>
> Simon Gatenby, MarTech Transformation Director, Entain

## What usedby checked

We compared the story with its live page on 2026-10-08.

- Checked: the passage quoted above is copied word for word from the page, near the name of Entain.
- Checked: Entain uses Optimove. Confirmed line. Latest check across sources: 2026-10-08.
- Not checked: the result itself. We quote it; we did not measure it.

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Source: https://www.usedby.ai/case-studies/entain-optimove · How we check: https://www.usedby.ai/methodology