BetMakers selects Xtremepush as CRM partner for Australian Apollo platform

The deal marks Xtremepush’s first commercial foothold in the Australian market and adds CRM, loyalty, and gamification capabilities to the Apollo stack’s 40-plus live wagering brands.

Australian wagering operators are under growing pressure to differentiate on player engagement as the country’s online betting market expands and competition among licensed brands intensifies. BetMakers Technology Group and Xtremepush announced on 9 September 2026 that they have entered a partnership to integrate Xtremepush’s CRM and loyalty platform into BetMakers’ Apollo wagering system.

Xtremepush enters Australia via Apollo platform deal

BetMakers Technology Group has named Xtremepush its CRM partner of choice, integrating Xtremepush’s platform into the Apollo wagering system to extend CRM, loyalty, and gamification capabilities to the operators it serves in Australia.

The agreement represents Xtremepush’s first partnership in the Australian market, supported by a local presence led by Account Manager – Team Lead APAC, Georgina Lott, under the direction of Head of Regional Sales, Will Hansen.

Apollo currently powers more than 40 live wagering brands in Australia, combining scalable platform infrastructure with managed trading, data services, racing content, and fixed-odds and pari-mutuel solutions.

The Xtremepush integration will make advanced CRM, gamification, and player-engagement tools available to all Apollo-powered operators, giving them access to real-time data, AI-driven personalisation, and consent management functionality within a single, governed architecture.

XpertOS governance layer central to the integration

The partnership arrives four months after Xtremepush launched XpertOS in May 2026, a three-tier agentic AI platform built on a compliance-first architecture in which governance and intelligence operate in separate layers, designed to meet auditability requirements in regulated markets.

The integration with Apollo means that BetMakers’ operator clients will have access to XpertOS’s compliance enforcement at the point of campaign execution, not as an afterthought.

Jake Henson, Chief Executive Officer of BetMakers Technology Group, said:

‘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. Xtremepush’s decision to establish a local presence in Australia also demonstrates a strong commitment to the market.’

Tommy Kearns, Chief Executive Officer of Xtremepush, said:

‘It is through partnerships with some of the most well-respected names in global sports betting and gaming, like BetMakers, that we at Xtremepush measure our progress as a category leader in iGaming CRM.’

William Hansen, Head of Regional Sales for Xtremepush, added:

‘BetMakers’ reputation as a premium technology provider in the Australian market is well deserved. By establishing a presence here, we can demonstrate our commitment to bringing our CRM and loyalty marketing expertise to one of the largest and most important regulated wagering markets in the world.’

Australian wagering context

Australia’s regulated online wagering sector operates under the Interactive Gambling Act 2001, which sets the federal framework for licensed online and phone-based betting. BetMakers has been expanding the Apollo client base steadily, signing an exclusive five-year agreement with Betfair Australia to power the CrownBet relaunch in December 2025, and completing the migration of betM to the platform in March 2025.

About Xtremepush

Xtremepush is a Dublin-based CRM and loyalty marketing platform serving iGaming and other regulated industries. Founded in 2014, the company works with more than 250 iGaming brands and operates a unified platform combining CDP, CRM, gamification, and loyalty capabilities. It maintains offices in London, São Paulo, and New York, and counts Fanatics Betting & Gaming, Betsson, BetMGM, William Hill, and Superbet among its operator partners.

About BetMakers Technology Group

BetMakers Technology Group (ASX: BET) is a Melbourne-headquartered B2B wagering technology provider supplying licensed operators and bookmakers across more than 30 countries with pari-mutuel and fixed-odds solutions, managed trading services, data and informatics, and digital wagering platforms. The company’s technology portfolio includes the Apollo platform, RaceBook+, and GTX Digital, and it operates offices across Australia, the UK, Ireland, the US, and Asia.

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