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TECH AND INNOVATION
HOME FIELD ADVANTAGE : STRIVE CREATES A PAM FOR NORTH AMERICA
Three years on from entering a crowded , competitive field , Strive Gaming has built a foothold in the North American market . As its roster of clients expands , president Damian Xuereb aims to ride the market ’ s evolution through a new wave of growth
S trive Gaming president Damian Xuereb is sure of one thing . “ Strive was certainly not a first mover in the US ,” he says . But the US market is approaching its sixth anniversary . Strive Gaming has been in play for just half of that .
As a business established by Xuereb and CEO Max Meltzer , both veterans of the post-PASPA gold rush , it knows the market . Coming in three years after the first bets were placed , it ’ s watched what works , and what doesn ’ t .
“ We had the advantage of understanding the state-by-state nuances in each market ,” Xuereb continues . “ We had the opportunity to do our research and ensure we built a product that meets not just the current state , but the future state or requirements , as and when we roll out into more and more states .”
Strive is building a future-proofed offering as the US market works to wean itself off promotional activity and bonuses as drivers of acquisition and retention , to focus on developing a product that resonates with the consumer . “ Seeing the challenges that our competitors and operators have in the market ; we are able to address that ,” Xuereb explains .
“ We ’ re also able to drive real value for [ a business ]. Utilising our Infinity Rules Engine really gives operators the opportunity to drive higher lifetime values through personalisation and contextual engagement . This also allows them to run their gaming operation with lower overheads through automation and build contextual campaigns across all verticals and channels .”
ICE LONDON 2024 • ISSUE 135 • 15