SBC News Voice of the Sports Betting Industry
In late 2024, Framme – a company dedicated to providing VIP gifting solutions for the igaming market – penned an agreement with CRM marketing platform Optimove. By integrating its gifting tool directly into the Optimove platform, the company could widen its reach, bolster its personalisation and continue to build momentum on its journey.
Following the deal, SBC News caught up with Sam Vikström, Framme’s Business Director, who offers exclusive insights into its deal with Optimove and how it seeks to boost personalisation and localisation efforts throughout 2025.
We also chat to Rony Vexelman, VP of Marketing at Optimove, who outlines just how the Framme platform aligns with its own solution and boosts its offering to operator partners.
SBC News: How big a development is this for you, and how will this help you build momentum?
Sam Vikström: This partnership with Optimove marks a significant milestone for Framme that solidifies our role in creating connections that truly matter.
Integrating our VIP gifting platform with the leading igaming CRM solution allows us to offer a seamless and highly targeted way for operators to reward and engage VIP players and hyper personalise player experiences. This collaboration brings together technology and emotion, ensuring every interaction leaves a lasting impression.
Optimove’s focus on data-driven communications aligns perfectly with our mission to build meaningful connections – to revolutionise player loyalty and rewards programs. By combining forces, we’re not only expanding our capabilities to give players personalised custom incentive experiences but also positioning Framme as an indispensable part of the igaming retention ecosystem.
SBC: Tell us about the significance of being able to integrate into CRM solutions, given your solution aims to provide better rewards to loyal players.
SV: CRM integration is a game-changer for brands to provide better frictionless experiences for their customers with little taxation on their VIP team resources. By syncing with CRM systems like Optimove, we can enable operators to create hyper-personalised gifting campaigns based on real-time player data and activities.
This means rewards aren’t just arbitrary but are thoughtfully aligned with player behaviours, preferences and lifecycle stages. In an industry where loyalty is paramount, this level of precision ensures players feel valued and engaged, which translates to higher retention and lifetime value for operators.
SBC: Does your CRM integration offer an even better user experience as those platforms are designed to get the most out of player relationships?
SV: Absolutely. Optimove’s robust CRM capabilities enhance how Framme delivers customised rewards by ensuring the right gift reaches the right player at the right time. It’s not just about automation; it’s about creating authentic connections that players remember.
By leveraging sophisticated segmentation, predictive analytics, and automated workflows, operators can create a truly frictionless and impactful gifting experience. This partnership eliminates guesswork and streamlines reward delivery, making it easier for operators to nurture meaningful player relationships while driving measurable results.
SBC: What are the benefits of this deal for your partners?
SV: For operators, this partnership offers a streamlined, data-backed way to engage and retain players as well as an easy way to deliver and send premium merchandise ahead of events, and for special occasions alongside managing their VIP and rewarding solutions. The integration with Optimove means that operators can seamlessly incorporate Framme’s gifting options into their existing player journeys without additional overhead.
For the first time, it also enables them to measure the effectiveness of their gifting strategies through detailed analytics, ensuring a strong ROI. This level of integration ultimately saves time, reduces complexity and delivers results that drive loyalty and revenue.
In short:
– Seamless integration into existing player journeys without adding complexity.
– Hyper-personalisation powered by data, ensuring gifts align with player behaviour.
– Measurable ROI with detailed analytics to refine gifting strategies.
SBC: As igaming pushes towards effective player retention strategies instead of acquisition, how important is Framme’s role? How can you give your partners a platform to stand out from the crowd?
SV: Retention is about relationships. At Framme, we specialise in helping operators create those connections through impactful, personalised rewards.
We are at the forefront of the industry’s shift from acquisition to retention. Our gifting solutions provide operators with the tools to create memorable player experiences that foster long-term loyalty. By offering high-quality, personalised rewards, we help operators differentiate their brands in an increasingly competitive market.
Additionally, our integration capabilities, like the one with Optimove, allow partners to stand out by delivering rewards in a way that feels effortless and highly relevant to players. In a world where retention is king, we’re giving operators the edge they need to succeed.
SBC: How would you sum up Framme’s progress this year, and how have you performed in the igaming industry in 2024?
SV: 2024 has been a transformative year for Framme. We’ve grown our client base significantly, secured key partnerships like this one with Optimove and refined our platform to better serve the needs of the igaming sector.
Our focus on delivering high-quality gifting solutions has resonated with operators who are seeking innovative ways to enhance player retention. This year, we’ve cemented our reputation as a trusted partner for loyalty and VIP strategies, and we’re incredibly proud of the results we’ve helped our clients achieve thus far.
SBC: Tell us more about Framme’s VIP communication strategy heading into 2025. What do you think the biggest trends of the year ahead will be?
SV: In 2025, our strategy revolves around one idea and one mission: building meaningful connections. We’re investing in tools and technologies that enhance personalisation, exclusivity, and engagement.
We anticipate trends like:
- Personalisation at scale, leveraging data and AI to predict player needs.
- Omnichannel experiences that create seamless and exclusive journeys.
- Sustainability in gifting, aligning with our B Corp values.
Framme is committed to staying ahead of these trends, helping our partners connect with players in ways that are meaningful, memorable and impactful.
SBC: Rony, how does your partnership with Framme bolster the offering you can provide to your clients?
RV: Optimove has always been about delivering personalised messages that connect. Now, with our partnership with Framme, we’re doubling down on personalisation — combining the precision of data-driven insights with the power of tangible, customised gifts and merchandise.
Our partnership with Framme takes the personalisation capabilities of Optimove to a whole new level, adding a tangible, emotional layer to customer engagement. By integrating individualised gifting into CRM strategies, brands can move beyond digital interactions and create experiences that customers truly remember and value.
Imagine celebrating a milestone with a customer or recognising their loyalty with a personalised gif — it’s not just a token; it’s a statement that says, “We see you, and you matter to us.”
This kind of engagement builds trust and strengthens relationships in ways that other channels simply can’t replicate. For our clients, the ability to pair data-driven insights with Framme’s gifting solutions means they can craft moments that feel deeply personal and resonate on a human level.
SBC: How important is it for you as a personalised CRM platform to be able to offer individualised and personalised gifts through your solution?
RV: As a personalised CRM platform, offering individualised and personalised gifts through our solution is an essential tool for creating deeper, more impactful relationships between brands and their customers. Personalisation is no longer a nice-to-have; it’s a necessity in today’s customer-driven marketplace. Adding personalised gifting into the mix enables our clients to take their customer engagement strategies to the next level.
A thoughtfully chosen, personalised gift can act as a bridge between digital interactions and real world connections. It’s an opportunity to celebrate moments that matter, like welcoming a new customer with a tailored gesture or re-engaging someone with something that speaks directly to their preferences. These moments don’t just increase engagement—they build trust and create lasting emotional ties.
For Optimove, it’s about helping our clients deliver more than just messages or campaigns—it’s about delivering experiences that resonate on a personal level.
