business, so you have to put a focus on responsible gaming. It's not just about campaigning, but also understanding your audiences so you're keeping people entertained without going too far.”
Tat focus on the “boring stuff” is intentional.
“Where we started is all in the backend analysing audiences. If you want to label that boring then we double down, triple down even, on the boring stuff,” Kearns laughs. “Te flashy stuff will come, but if you get your fundamentals right then the rest will follow.”
Xtremepush’s architecture is modular by design, giving operators flexibility no matter their size or budget.
“Te beautiful thing about Xtremepush is we're a unified platform, modularly architected,” says Kearns. “Tis means an operator could have an agreement with a competitor of ours for email, but they have a gap for push notifications or in-app messaging. We can land with that module alone, solve the gap they have, and then expand across the rest of the stack, giving the operator the comfort of having all challenges solved through one scalable solution.”
From there, the company’s strategy is about proving value through performance. “Because we have the data, we can light up all the CRM channels from there,” he explains. “Additionally, we offer free-to- play games and gamification as well.”
For smaller operators, the same principle applies, scaled intelligently.
“We bootstrapped the company from the ground-up, profitable from nearly the word go, but it still stands on the same three pillars: wide and deep capabilities, experts in the room, and proactive care,” Kearns says. “With Fanatics, for example, you might have a team of ten to fifteen supporting and driving the right outcomes. For smaller operators, our model still allows for an account manager, a technical consultant and a product consultant to also help them see success quickly.”
Xtremepush’s retention numbers tell their own story: over 230 active iGaming brands and single-digit churn per year, an exceptional figure in SaaS.
“We have challenges like every other B2B business, but I just want us to be focused on how we keep the customers happy,” Kearns says. “Not just saying “yes” to every request, but building a real partnership, a customer for life rather than a simple service provider relationship.”
He adds: “Even our smaller operators are set up correctly from the beginning. Before we kick off, one of our strategic services consultants will sit down with the customer to map out the KPIs looking to be achieved. From there, we lean on tried and tested playbooks from working with the best in class operators, helping our customers see value in the shortest possible amount of time.”
FROM AI TO AGENTIC CRM
Xtremepush believes that the real evolution in CRM isn’t just doing what they’ve always done faster but building something fundamentally better. Tat’s why a business nearing it’s 10-year anniversary is all-in on Agentic AI, not as a shiny add-on, but as the logical next layer on top of a solid, compliant, data-driven system.
“If you'd asked me two years ago, I'd say we want to be ‘a’ leader in this vertical. Now what we are becoming the leader in this vertical,,” Kearns says. “I want our partners to be our biggest referrals. Our aspiration is to be the undisputed leader in sports betting and iGaming on an ongoing and sustainable basis.”
For Kearns, that leadership is powered by focus and energy. “I played professional rugby. It's one thing making it to be a leader, but what usually happens when you get to leadership is you start flagging,” he reflects. “If you ask any of my team today what makes Tommy tick, they'll say his ability to be focused on the customer. I don't want to lose that.”
If you'd asked me two years ago, I'd say we want to be ‘a’
leader in this vertical. Now what we are becoming the leader in this vertical. I want our partners to be our biggest referrals. Our aspiration is to be the undisputed leader in sports betting and
iGaming on an ongoing and sustainable basis. TOMMY KEARNS CEO, Xtremepush
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