Optimove, a leading name in the iGaming industry known for its Positionless Marketing approach, has announced its acquisition of Smartico, the pioneering gamification-led CRM marketing provider. This strategic move is poised to reshape the player engagement landscape, combining two prominent platforms that have revolutionized CRM marketing within the iGaming sector.

Despite the acquisition, both companies will continue to operate independently, maintaining their respective brands, leadership teams, and product strategies. The founders of Smartico will retain full control over the company’s day-to-day operations, ensuring continuity for their current clientele. While the terms of the deal remain undisclosed, the partnership represents a significant consolidation in the fast-growing CRM market for online gaming.

A Pioneering Partnership

Smartico has made its mark by introducing gamification to the world of CRM marketing in iGaming. This novel combination allowed operators to engage players more deeply by incorporating game-like elements into marketing strategies. The company’s success is rooted in its ability to enhance player retention, an area that remains crucial for the industry’s growth. Meanwhile, Optimove, a trailblazer in the CRM marketing space, has developed a platform that utilizes data analytics to create highly personalized and real-time marketing strategies.

“We were impressed by Smartico’s strength in product development and its approach to customer service,” said Pini Yakuel, CEO of Optimove, in the company’s press release. “Smartico stands out for being the first to combine gamification and CRM marketing in a way that brought tangible benefits to iGaming operators. Their approach has set them apart in a competitive market, and we are thrilled to back their efforts.”

While the deal strengthens Optimove’s position in the iGaming sector, both companies will remain fully independent. Arman Gal, CEO of Smartico, emphasized the importance of retaining Smartico’s leadership and strategic autonomy. “This partnership is crucial for us as it provides the resources needed to scale faster while allowing us to continue operating with the same vision and leadership we’ve had since the beginning,” Gal stated. “With Optimove’s backing, we are well-positioned to continue innovating and pushing the boundaries of player engagement.”

The merger of these two companies also allows for deeper innovation in AI-driven CRM, enabling both platforms to advance in areas such as personalized marketing, gamification, and player experience enhancement. With the growing reliance on technology to fuel player engagement, this partnership positions both companies as key players in the ongoing evolution of iGaming CRM.

Expanding the iGaming CRM Market

As the iGaming industry continues to expand globally, the need for robust CRM marketing solutions becomes increasingly evident. According to recent industry reports, the global online gambling market is expected to grow substantially in the coming years, underscoring the need for advanced tools to manage customer relationships and engagement. Optimove’s acquisition of Smartico comes at a time when CRM solutions are vital for iGaming operators, who are looking to optimize player retention and maximize lifetime value.

Optimove has long been a leader in the CRM marketing space, and its acquisition of Smartico further solidifies its role in the industry’s evolution. The merger allows both companies to combine their strengths, delivering cutting-edge tools that meet the ever-changing needs of online gaming operators.

The acquisition also positions both companies to leverage AI and data-driven solutions, ensuring that they remain ahead of the competition as iGaming operators continue to seek innovative ways to attract and retain customers.