Meridianbet announced the launch of its Meridian Missions gamification platform on November 30 2025, introducing a tiered, points‑based system that rewards players for deposits, gameplay volume and cross‑product activity.
The platform offers Bronze, Silver and Gold tiers, with progression points earned through a mix of wagering and engagement. Rewards include free spins, enhanced sports bonuses, exclusive merchandise and personalized offers, all designed to increase session frequency and average revenue per user.
Meridianbet’s parent, Golden Matrix Group Inc. (GMGI), acquired the company in April 2024 and has been positioning itself as a full‑service entertainment technology provider. The new platform is part of that strategy, aiming to offset rising customer acquisition costs by deepening player loyalty and improving unit economics.
Industry analysts note that iGaming operators are increasingly adopting gamification to retain players in a highly competitive market. By tying rewards to both wagering and engagement, Meridian Missions is expected to lift retention rates and raise ARPU, thereby strengthening long‑term profitability for Meridianbet and GMGI’s broader portfolio.
CEO Brian Goodman said the launch “marks a pivotal step in our transformation from a sportsbook operator to a technology‑driven entertainment platform.” He added that the system’s data‑driven personalization will help the company capture higher‑value segments and accelerate growth.
Investors have focused on the leadership transition at GMGI, with the CEO’s planned departure and interim appointment drawing attention. The Meridian Missions launch is viewed as a key component of the company’s long‑term strategy, but it has not yet driven a market reaction on its own.
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