The global gaming company will add new AI options to its industry offerings

Marketing and artificial intelligence (AI) have started to have a close relationship, and the casino industry seems to want to make the most of it. US casino equipment and FinTech firm Everi Holdings has made a decision to acquire “certain strategic assets” of Xuvi LLC, a privately held marketing platform provider called Beamstudio. This AI-based platform is capable of targeting, valuing, and engaging customers in a more effective and personalized way.

In order to carry out the acquisition, the FinTech used existing cash available for financing. Financial terms of the deal have not been disclosed at this time. In addition to being headquartered in Las Vegas, NV, Xuvi also has a presence in India.

Everi said it intends to use Beamstudio’s AI applications to help Everi’s existing QuikMarketing capabilities and leverage the consumer data needed for casino marketers to be more effective. In addition, the firm intends to “lay the groundwork for highly targeted, cost-effective and successful campaigns to acquire new customers and strengthen relationships with existing customers.”

In a press release last week, Darren Simmons, Everi’s executive VP and FinTech business leader, indicated that the transaction is considered another key plank to the company’s focus on providing the gaming industry with the broadest suite of marketing and loyalty technology.

Earlier last month, Everi made it clear that it had started to see green numbers in its annual earnings again during 2021. The fourth quarter appears to have been the biggest driver of that positive news.