888 Holdings Extends Partnerships With Optimal Payments and Optimove

TAGs: 888 Holdings, 888Ladies, Optimal Payments, optimove

888 Holdings extends their partnerships with the payment processors Optimal Payments and the marketing geniuses Optimove; and the 888Ladies Bingo site gets a make over.

888 Holdings and Optimal Payments have extended their partnership that will see the latter providing payment processing options to the former in the US online marketplace.


The deal will see Optimal Payments not only offer the payment processing options to the 888 brand, but also to any brand using the 888 platform in the US, which currently involves deals spread across the three iGaming states: Nevada, Delaware and New Jersey.

Optimal Payments is the payment company of Neteller and it received approval to operate within New Jersey from the Division of Gaming Enforcement (DGE) at the back end of October.

They offer a solution that includes payment, gateway and digital wallet services specifically designed to meet the requirements of US state gaming regulators, and will no doubt be the payment processing vehicle of choice for many other iGaming operators over the coming months.

Itai Frieberger, Chief Operations Officer of 888, commented: “We have worked in partnership with Optimal Payments for more than 12 years, delivering deep and robust joint solutions for our own brand and our platform operators around the world. We are very pleased to extend this partnership for the licensed U.S. online gaming market.”

Joel Leonoff, President & CEO of Optimal Payments, added: “888 are a long-time, strategic partner for Optimal Payments. We are very excited to extend our relationship with 888 as we deliver on our own strategy to provide a complete solution for the licensed U.S. online gaming market.”

Deal Extension With Optimove

888 Holdings have also extended their relationship with Optimove’s retention automation software that will now see them helping with its consumer facing bingo operations. 888 already uses Optimove in its Dragonfish business-to-business division as part of a strategy to increase player retention and engagement.

“A large part of our success as a leading online entertainment company has been our development and focus on the most advanced CRM strategies and tools,” 888’s senior vice-president head of business-to-consumer division, Itai Pazner, said. “Optimove has proved itself to be the perfect enhancement to our existing in-house customer marketing systems.”

Optimove’s role is to monitor the customers behavior to ensure marketing campaigns are designed to maximize the lifetime value of every single one of them, by ensuring that each customer gets the very best match for every campaign, based on their behavior on the site.

888Ladies Bingo Gets a Make Over

888 have splashed a new coat of paint over their 888Ladies Bingo offering in a bid to become more customer focused.

Using feedback gained from the sites customers they have spruced the site up with some special features that include the ‘Make it Great’ vote, designed to allow customers to continually supply feedback to the 888 marketing, and design teams, to vote on what promotions and special features they would like to see in the future.

There is also a portal that allows 888Ladies Bingo customers to access the 888Ladies Casino

Itai Pazner, Senior Vice President of 888 Holdings, says the new 888ladies Bingo site will be the foundation of a new online gaming network.

“The rebranding of 888ladies will improve the player experience and give them a voice, whilst retaining the essence of what keeps our players coming back.  It’s the community of players that make 888ladies such a great place to play bingo, and our new approach reinforces that message.”


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