BetMakers Selects Xtremepush as CRM Partner for Australian Apollo Platform

The global gambling technology landscape is shifting towards deeper integration of customer relationship management (CRM) and regulatory compliance. On September 9, 2026, BetMakers Technology Group and Xtremepush announced a strategic partnership to integrate advanced CRM and loyalty tools into the Apollo wagering platform. This move is designed to support more than 40 live wagering brands in Australia that already rely on BetMakers' infrastructure. As the Australian market expands, the pressure on licensed operators to differentiate through player engagement has intensified significantly.

For Xtremepush, this agreement represents its first commercial foothold in the Australian market. Based in Dublin, the company has established a local presence led by Georgina Lott and Will Hansen to better serve the Asia-Pacific region. The integration provides Apollo-powered operators with access to gamification, real-time data, and AI-driven personalization. A central component of this deal is XpertOS, a three-tier agentic AI platform launched by Xtremepush in May 2026, which prioritizes governance and auditability in regulated markets.

Numbers and facts

BetMakers is a powerhouse in the B2B wagering sector, operating across more than 30 countries. The Apollo platform has seen steady expansion, including an exclusive five-year deal signed with Betfair Australia in December 2025 to power the CrownBet relaunch. Furthermore, the migration of betM to the platform was finalized in March 2025. Now, with the Xtremepush integration, operators can leverage tools that combine account management, data services, and racing content into a single governed architecture. Xtremepush currently works with over 250 iGaming brands globally, including giants like Betsson and William Hill.

"Building real, lasting partnerships with our suppliers is paramount to us. Integrating Xtremepush into Apollo gives our expanding list of live wagering brands on the platform access to a proven CRM, loyalty and gamification solution." - Jake Henson, Chief Executive Officer of BetMakers Technology Group

Background

The Australian online wagering sector is governed by the Interactive Gambling Act 2001, which requires strict adherence to licensing frameworks. The partnership addresses these needs by using XpertOS’s compliance enforcement at the point of campaign execution. This means marketing efforts are audited against regulations before they reach the consumer, reducing legal risks for operators. Tommy Kearns, CEO of Xtremepush, highlighted that measuring progress through partnerships with industry leaders like BetMakers is a key metric for their success in iGaming CRM.

Apollo currently powers racing and sports betting solutions using a modular approach. The integration with Global Tote and Quantum Tote engines, completed in September 2025, already provided operators with deep market access. By adding Xtremepush’s specialized marketing stack, BetMakers offers a comprehensive end-to-end solution that covers everything from fixed-odds pricing to long-term customer loyalty programs.

Why it matters for German players

While this partnership specifically targets the Australian market, the technological shift toward AI-governed compliance is a global trend affecting German players as well. In Germany, the State Treaty on Gambling 2021 (GlüStV 2021) sets high hurdles for operator transparency. Players registered with GGL-licensed providers benefit from systems that can accurately manage the 1,000 euro monthly deposit limit and the LUGAS monitoring system. Although the gamification aspect is more restricted in Germany compared to Australia, the underlying CRM technology is vital for identifying at-risk players and ensuring that marketing does not target self-excluded individuals.

For users in Germany, the adoption of advanced platforms like Apollo signifies a move toward safer gambling environments. Reliable B2B providers ensure that the technical requirements of the GGL, such as the 1-euro stake limit on slots and mandatory panic buttons, are implemented without failure. While Australian players might see more interactive loyalty features, German players see the same technology applied to enhance their protection and legal security within the white market.

What it means for GGL-licensed casinos

For operators under German jurisdiction, the integration of compliance layers into CRM software is a crucial evolution. GGL-licensed casinos must navigate strict advertising rules and player protection mandates. Tools like XpertOS demonstrate how technology can automate these requirements, ensuring that no promotional material is sent to players who have triggered a cooling-off period. In contrast to offshore operators (MGA or Curacao), who often operate with less oversight, GGL-licensed brands use these technical advancements to prove their integrity. The success of the BetMakers-Xtremepush partnership in Australia serves as a blueprint for how technical providers can help operators remain profitable while strictly adhering to local laws.