London-listed gaming solutions giant Playtech has partnered Thunderbite to integrate the customer engagement specialist’s in-game promotional tools with its IMS player management platform.

Through a direct integration with IMS, operators will be able take advantage of Thunderbite’s data-driven engagement platform to build personalised player journeys.

Playtech said that Thunderbite’s portfolio of promotional tools will provide its licensees with a variety of ways to turn bonus awards into additional individual games, such as memory games, code breakers, scratch cards and sports predictors.

“At Playtech, we’re committed to continually improving our licensee offering, and the integration of complementary software and services is a key part of this,” said Playtech chief operating officer Shimon Akad. “Thunderbite has a well-established track record of delivering increased retention, cross-sell and re-activation with tier one gaming operators, including William Hill and Mecca Bingo.

“This makes them an ideal partner as we continue to expand the capabilities of IMS, enhancing its position as the industry’s leading player management platform.”

Playtech's tie-up with Thunderbite is the latest in a series of strategic partnerships following collaborations with specialist fraud detection solution Featurespace and gamification platform Captain Up.

“We’re delighted to be partnering with Playtech to offer their customers our unique in-game promotional products,” said Thunderbite co-founder and sales director John Smith. “Instantly available engagement tools are proven to save operators time and resources and to increase the number of active players, with corresponding increases in player loyalty and engagement levels.

“The flexibility of Thunderbite’s engagement tools combined with the capabilities of IMS presents a hugely exciting opportunity for Playtech’s operators to make a real impact on player experience.”

Shares in Playtech plc (LSE:PTEC) were trading at 760.20 pence per share in London early Wednesday morning.