Marketing solutions provider Optimove has extended its partnership with London-listed betting and gaming operator GVC Holdings.

The contract renewal expands the existing relationship between the two companies to include the Gala brands and Roar Digital, the US joint venture established by GVC and MGM Resorts International.

The deal with Optimove enables GVC to execute its global marketing strategy across various regions, brands and regulations with fully customisable multichannel campaigns targeting granular customer segments.

“As we’ve established ourselves to be one of the leading gaming brands in the world, we face a growing challenge in keeping the management of customer engagement in a simple and yet diverse fashion that will cater for players of different brands, regulations and countries,” said GVC global director of CRM Francois Orhan.

“Our long-term business relationship with Optimove has impressive track record. We look forward to seeing what the future holds.”

Optimove vice president of revenue Asaf Cohen added: “GVC is a long-standing client and this renewal solidifies the relationship between companies even further. We’ve seen GVC grow and evolve over years, and we’re very excited to have some part in its global growth.”

Shares in GVC Holdings plc (LSE:GVC) were trading up 0.11 per cent at 684.38 pence per share in London Friday morning.