Malta-licensed supplier BtoBet has agreed a deal to integrate NYX Gaming Group's Open Gaming System (OGS) with its proprietary sports betting and gaming platform.

The deal allows BtoBet to offer a range of NYX's proprietary games and third-party content to customers of its B Neuron platform.

"I firmly believe the combination of BtoBet's technological platform with NYX Gaming Group’s high quality digital games will perfectly fit players’ needs and expectations worldwide," BtoBet chief operating officer Kostandina Zafirovska said.

"The NYX OGS Casino solution works seamlessly with the business analysis solution included within the BtoBet platform," she explained. "[It] provides real time and accurate data analysis per customer in order for the operator to automatically segment the player base.

"Ultimately this allows for the delivery of the right product at the optimal time for every player, using the best performing games for specific promotional activities and more effective ad hoc marketing campaigns," Zafirovska added.

NYX executive vice president of business development David Flynn described the new deal as a strong partnership that would help his company improve its presence in regulated markets.

"We are delighted to have a partner who can deliver extraordinary knowledge based on artificial intelligence and innovation, which we can apply to the gaming experience across our extensive range of desktop and mobile casino games via the OGS," Flynn said. 

"Partnered with BtoBet's omni-channel platform, we will elevate the ability of operators to attract, retain and increase the lifetime value of players."