A new strategic partnership with real-time engagement and retention platform provider Captain Up is set to give Playtech licensees access to a range of new tools to incentivise, analyse and reward players.

Captain Up's platform uses a range of social gaming mechanics to boost engagement and player lifetime value, employing features such as challenges, tournaments, community feeds, badges, leaderboards and in-app messaging.

The partnership sees Captain Up become a Playtech Certified Partner, with its tools integrated into Playtech's IMS player management system to help strengthen player loyalty.

These tools are supported by a web-based back office solution, which allows customers to monitor, manage and analyse player actions.

"This integration enables our licensees to access an even broader range of unique technologies that can help differentiate their offerings and significantly enhance their player engagement, through the use of real-time analytics," Playtech chief operating officer Shimon Akad explained.

"We have known about Captain Up for some time and we're very pleased to be working together."

Captain Up is already active in the iGaming sector, working with operators including 888 and Ladbrokes, although the Playtech deal is its biggest to date.

"We are delighted with the opportunity to join forces with Playtech, and offer its customers the tools to maximize user value, using our engagement and retention platform," Captain Up CEO and founder Uri Admon said.

Shares in Playtech plc. (Co. Data) (LSE:PTEC) were trading up 0.17 per cent at 881.00 pence per share in London early Monday.

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