Scientific Games has extended its OpenArena platform with OtherLevels, a customer engagement platform for lotteries, by becoming a partner.

OpenArena is a content marketplace that provides operators with access to custom content from Scientific Games and its portfolio of partners, including top-tier sports betting intelligence, data feeds and trading across live sports, esports, virtual sports and more without the complex need for integrations.

OtherLevels’ live in-play real-time messaging is the latest addition to OpenArena’s marketplace of integrated preferred solutions for operators.

Launched at the start of the year, OpenArena serves as global betting’s first content aggregation and distribution platform for igaming operators, via which Scientific Games provides operators with the greatest range of suppliers to help them scale their respective markets.

OtherLevels brings sophisticated capabilities across both the Intelligence and Player Experience groupings within OpenArena.

Keith O’Loughlin, SVP Sportsbook, Digital at Scientific Games, said: “I am very pleased that OtherLevels has officially joined the OpenArena platform. As we expand OpenArena, OtherLevels In-Play provides an industry-first live messaging capability for OpenBet operators at enterprise scale.

“Offering operators the ability to autonomously create and deliver personalised customer engagement combining their OpenBet markets, live events, and customer behaviour, 24/7 across multiple sports and leagues, takes customer engagement to another level.

“It lets our operators maximise their customer reach and bring customers back into session, without the addition of large marketing teams and aligns with the scale and sophistication that we already deliver.”

OtherLevels is a leading customer engagement platform that enables clients to acquire sooner, engage smarter and retain longer across desktop, mobile web and apps audiences. The company has offices in Europe, the US and Australia, and some of its lottery clients include Camelot, OPAP, and the Michigan State Lottery.

Brendan O’Kane, CEO and Founder of OtherLevels added: “We are thrilled to formally partner with Scientific Games, a world leader with OpenSports and the OpenBet sportsbook platform.

“Giving Scientific Games’ OpenBet operators the opportunity to extend their owned media reach 24/7, delivers a terrific customer experience and the trifecta of increased revenue, engagement and retention. It is a win/win/win for the operator, Scientific Games and OtherLevels.

“The impact of the combined solution for operators is game changing and is the next generation of customer engagement beyond first generation CRM based solutions.”

Earlier this week, Scientific Games extended its existing seven-year instant games and hybrid lottery games contracts with Loto-Québec through January 31, 2022.