Xtremepush CRM for the Agentic AI Era
In an iGaming landscape overflowing with hype around AI, automation, and machine learning, Xtremepush is taking a different tack. For CEO Tommy Kearns, the company’s mission isn’t about stacking buzzwords or bolting AI onto legacy systems, it’s about rethinking CRM itself.
“Agentic AI offers a huge opportunity for effectiveness and efficiency, but I think there's already over promise on it and people are already getting found out,” Kearns says. “Xtremepush is a unified, real-time CRM and gamification and loyalty platform. Essentially, we plug our platform into operators, helping them understand their users through segmentation across the whole customer lifecycle and help stimulate, retain, and grow the customer bases for their partners. In the context of Agentic AI, we have ‘plugged in’ our agents. It is like adding an expert teammate to their team.”
Tat pragmatic mindset defines Xtremepush’s approach. Founded in Dublin and now with offices in London, São Paulo and New York, the company has become the most complete CRM and loyalty marketing solution in the iGaming industry. Its unified system helps operators like Livescore, Superbet, Betsson, BetMGM, Caesars, Opap, Novibet, and Betano leverage real-time data, AI and gamification to build stronger, more compliant player relationships.
At its core, Xtremepush believes smarter CRM starts with smarter design. And that means foundations built for speed, compliance, and orchestration, not patchwork integrations or manual campaign execution.
HUMAN GOVERNANCE
Agentic AI, where autonomous digital agents make and execute decisions, is the next evolutionary step for CRM. But Kearns is quick to point out that it’s not a silver bullet.
“Agents used to be siloed, but now they can collaborate. Tis is a powerful improvement. For example, in the past, if you had a research agent, an analyst agent, and a campaign agent, they would each work in parallel, now they work in unison.he explains. “But what people aren't talking about, is our fundamental belief at Xtremepush; the in- the-loop human won’t go away any time soon. We can automate a lot
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using AI agents, but you still need the human touch. Agentic AI will make you more efficient, but the governance layer is still a must- have.”
Tat governance isn’t optional, especially in iGaming’s highly regulated markets.
“Who's going to go from cradle to grave on a campaign without it being checked before launch? Penalties, fines, licenses being pulled - the risk is too high. Xtremepush is a huge believer in Agentic AI and we're all over it, but it's only in its first wave,” Kearns continues. “Our alpha product is currently out with a select group of our customers. We've just said to them: ‘Go test it to the limit, tell us what you like, tell us what you don't like.’ But it’s very much in a de-risked environment.”
Te company’s realism cuts through the hype. “Agentic AI is still at the top of the hype cycle but there needs to be a bit of a reality check,” Kearns admits. “At every step of AI automation, you need elements of auditing and governance to check the validity of the output.”
For Xtremepush, the ability to deploy AI effectively starts with data, and the architecture around it.
“To use any sort of AI, machine learning, or LLMs, you need to have a solid platform of data,” Kearns says. “Our whole business is based on plugging our platform, the CDP and the CRM, into operator's data. Tis includes all data they see fit to get a 360 degree understanding of their players.”
Xtremepush’s unified stack is built on three layers: data, intelligence, and activation. “Te structure results in clean data that makes it very easy to analyse when the Agentic AI is layered on top. It’s structured because there are already rules-based audience segmentation and
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