In a major move to redefine player retention standards, premier iGaming platform provider The Mill Adventure (TMA) has announced a significant enhancement to its long-standing partnership with Optimove.
The updated integration introduces advanced AI-powered segmentation and direct bonus engine connectivity, specifically designed to help operators transition from generic “batch-and-blast” marketing toward highly personalized, data-led engagement strategies.
AI-Driven Personalization at Scale
The centerpiece of this update is the inclusion of Target Group Discovery, Optimove’s proprietary AI tool. This feature enables operators to identify high-value audience segments based on complex behavioral signals and KPI-driven data in seconds, replacing hours of manual analysis.
Furthermore, the system now connects directly to TMA’s internal bonus engine. This allows CRM teams to trigger and distribute localized rewards, such as cashback, XP points, and loyalty progression, as automated components of a multichannel player journey.
Dominating the Tier-One Market
Optimove’s influence in the sector is substantial, currently serving 52% of all 2025 EGR Power 50 operators, including 70% of the industry’s top ten entities. By serving as the central hub for transactional and marketing communications across email, SMS, and push notifications, the platform provides TMA partners with a unified environment for global player management.
Executive Vision for Automated Engagement
Bjørnar Heggernes, CCO at The Mill Adventure, highlighted the technical synergy of the new rollout:
“This enhanced integration with Optimove strengthens our ability to support highly personalised player journeys, combining powerful segmentation, real-time communication and seamless reward execution within a unified platform.”
Adi Dagan, Senior Director of Partnerships at Optimove, emphasized the speed of execution:
“With this integration, The Mill Adventure operators can use real-time data, advanced segmentation and multichannel orchestration to deliver more relevant player experiences and act on them faster.”
With TMA’s expanding regulatory footprint, including a recent 2025 approval in Portugal alongside existing licenses in Germany, Sweden, and Ontario, this integration provides a compliant, future-proof framework for operators seeking to maximize player lifetime value through automation.
