Currently， Fast Track’s platform is driven through AI， which will merge with Enteractive’s (Re)Activation Cloud and， according to the pair， improve ‘the way operators manage customer relationships and increase player value.’

With both companies combining technologies， the pair aim to have personalised one-to-one conversations with their churned or inactive players. Furthermore， the deal aims to improve and promote responsible gaming.

Luis Sangiovanni， Fast Track CMO， said: "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."

Meanwhile， Andrew Foster，Play Casino Online Chief Business Officer at Enteractive， added: "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."

At the Global Gaming Awards London 2023， Enteractive won the Award for Best Services Provider and， on the same day， signed a new deal with BetCity to deliver reactivation activities in the regulated Dutch market.

Francesca Raniolo， Senior Business Development Executive at Enteractive， said: “We’re thrilled to be working with BetCity as they continue to grow in the lucrative Dutch marketplace.

"With the untapped potential of lapsed player accounts and the positive response we are receiving from the players， Enteractive is looking forward to making a considerable difference in active player revenues.”