Carousel Group has inked a new deal with Wiraya to roll out Wiraya‘s Mobile Customer Activation software across its new brands, SportsBetting.com and RaceBook.com.

The initial deployment will take players from Canada, Finland, Germany and Norway in the activation and reactivation phases of the player life-cycle.

Hampus Lindberg, director of igaming for Wiraya, commented on the new partnership; “It’s really exciting to be working with new brands with such ambitious growth plans.”

“By using Wiraya, Carousel Group can rapidly scale the number of new active players regularly depositing with their brands. The potential of this partnership is huge, given their strategy for rapid expansion across Europe, Asia and South America. We look forward to taking an active role in helping them succeed in these objectives.”

Wiraya’s managed solution blends voice, text and gamification to generate engaging and unique content, all aimed at inspiring action from players.

Daniel Graetzer, founder and CEO at Carousel Group, said: “As a totally new brand, we are striving to deliver a superior customer-driven experience to markets all over the world.

“This means rapidly growing into new markets with a mobile-first approach. Using Wiraya we can do just that, focusing on communication with players to streamline the activation process.

“This will allow us to maximise every new customer registration, delivering an engaging experience right at the start of our relationship with customers. As we look to build on our initial success keeping our players active will also be critical, so we are really excited to implement Wiraya for the reactivation of players,” said Graetzer.

“We feel we have a real advantage over more traditional competitors, who using simple emails and generic text messages struggle to engage with this most challenging and unresponsive customer segment.”

Carousel rolled out a new affiliate programme at the beginning of the year to promote the upcoming launch of SportsBetting.com and RaceBook.com.

SportsBetting.com will allow its users to place bets on a number of sports around the world, while racing enthusiasts will have access to RaceBook.com, a dedicated racing platform.

Both brands will operate using gaming licenses obtained through the Malta Gaming Authority, and will primarily target both European and Latin American players.

The group, however, is planning to expand its global portfolio by obtaining UK, Swedish and US licenses as part of its ambitious growth plans into regulated markets around the world.