Enteractive pursues ‘lasting player connections’ in Fast Track deal

Enteractive has signed a strategic partnership with Fast Track, seeking strengthened player value and customer relationship management.

The betting and gaming player engagement company will integrate Fast Track’s AI-backed CRM platform under the terms of the agreement, utilising the solution alongside its own internal (Re)Activation Cloud.

By combining Fast Track’s CRM service with its cloud, which supports personalised one-to-one conversations with ‘churned’ or inactive players, Enteractive aims to improve player engagement, optimise marketing efforts and promote responsible gaming for its operator clients.

Andrew Foster, Chief Business Officer at Enteractive, said: “Our collaboration with Fast Track represents a significant step forward in the development of player retention. 

“By integrating our (Re)Activation Cloud with Fast Track’s CRM platform, we can provide operators with an exceptional level of insight and control over their customer relationships, enabling them to build lasting connections with their players whilst ensuring responsible gaming.”

Enteractive is eyeing up an enhancement of its CRM capabilities amid a period of global expansion, having made moves on both sides of the Atlantic over the past year.

In February, in a boost to its European operations, the firm partnered with Entain’s Dutch holding BetCity.nl, whilst securing a stronger foothold in the US in October last year by acquiring a Pennsylvania supplier licence.

Fast Track – also a Malta-based betting and gaming B2B firm – is also targeting an enhanced international profile, notably signing an agreement with Betfast.io ahead of the highly anticipated regulation of the country’s betting market.

Luis Sangiovanni, Chief Marketing Officer at Fast Track, remarked: “We are thrilled to partner with Enteractive and integrate our innovative technologies to provide a comprehensive solution for the iGaming industry. 

“This strategic partnership will help operators create personalised experiences for their players, driving loyalty and ultimately increasing player value”.