The Mill Adventure + Optimove: Building Loyalty in Regulated Markets with Responsible CRM

“Bonus Isn’t Loyalty”: How Operators Can Win in Regulated Markets 

In regulated iGaming, loyalty can’t be bought with bonuses alone. Operators often find themselves limited by strict promotion rules, and every message must comply with local regulations. For many, the question is simple but critical: how to retain players when the usual marketing levers are restricted? 

"Every operator, every brand out there, can give a bonus, but this isn't loyalty. It’s who you are that gives you that loyalty back.” — Bjørnar Heggernes, CCO at The Mill Adventure. 

Bjørnar explains that when offers are limited and easy to match, players stay for how your brand makes them feel over time. It is often the non-promotional moments that shape what players remember and what keeps bringing them back.

Building Trust through Education, Not Just Bonuses 

When promotions are restricted, and every message must meet local regulatory standards, the challenge becomes clear: how do operators maintain strong player loyalty?

"Simple things, such as transactional emails. In some jurisdictions, Sweden for example, you can do a welcome offer. Beyond that, how do you communicate? So your transactional emails suddenly now become: what tone of voice do you bring into this, how do you automate and tap into education more than anything else.” — Bjørnar Heggernes, CCO at The Mill Adventure. 

In other words, growth in regulated markets changes the role of CRM: it is not only about sending more offers, but about delivering consistent, valuable communication that educates players and builds trust over time.

The Mill Adventure X Optimove: Meeting Operators’ Needs in an Evolving Regulated Landscape 

The Optimove x The Mill Adventure integration gives operators the tools to turn every interaction into an opportunity to build trust.  

"We knew we wanted to partner with Optimove. You're an extension of that organic value operators get”. — Bjørnar Heggernes, CCO at The Mill Adventure. 

Building Loyalty Through Responsible CRM 

From partnership to integration, the companies work as one to deliver on the promise of responsible CRM, allowing operators to act on player data responsibly to:  

• Sync and unify player data, including profiles, transactions, and gameplay
• Run scheduled and real-time campaigns backed by historical behavior
• Trigger personalized transactional emails based on real-time data
• Offer rewards within CRM journeys through direct bonus engine connectivity and AI-powered segmentation (Target Group Discovery)
• Engage players, ensuring each message is compliant, personalized, and genuinely valuable.  

Operators can focus on what matters: building a player experience that stays compliant and still feels personal, helpful, and worth returning to.  

"We both want to give operators a platform, support, payments, CRM solutions, but taking a brand from good to great is where Optimove comes in. That’s what ensures we’re not just great, we are better." 

In Summary 

Regulated markets make loyalty harder to buy. Brands that win build retention through identity, trust, and compliant communication that adds real value.  

The Mill Adventure and Optimove partnered to deliver on the promise of responsible CRM, turning every touchpoint into a loyalty-building moment.  

Together, the companies help operators reap the benefits of Positionless Marketing, acting on player data and building trust and loyalty where others can only give a bonus. This means faster execution, fewer bottlenecks and silos, and a lifecycle that keeps performing even as regulations evolve. 

That is what powering partners with Positionless Marketing looks like.  

Optimove's partner ecosystem is built on the belief that the best outcomes for operators come from combining best-in-class solutions.  To learn more about partnering with Optimove, visit Optimove Partners.