Optimove, the developer of Positionless Marketing and a leading player engagement solution for the iGaming sector, has entered into a definitive agreement to acquire Smartico. This strategic move unites two prominent forces in the CRM marketing space at a time when the global online gambling market is projected to reach US$185.17 billion by 2033. The acquisition is expected to finalize in the coming weeks, marking a pivotal shift in the maturity of the iGaming CRM industry.
Optimove to acquire Smartico, a pioneer in gamification-led CRM marketing.
Both companies will continue to operate as fully independent businesses.
Smartico founders retain full authority over strategy, products, and operations.
Transaction aligns with rapid global growth in the US$95.3 billion online gaming market.
Focus remains on AI-driven decisioning and real-time player engagement.
Partnership aims to provide operators with more robust choices in a complex regulatory landscape.
A core component of the agreement is the commitment to independent operations. Both Optimove and Smartico will maintain their individual brands, teams, and product roadmaps. This structure ensures that existing clients of both platforms experience no changes in service, pricing, or support. By operating separately, the companies intend to foster healthy competition, which they believe is the primary driver of innovation for iGaming operators navigating fragmented international markets.
The acquisition bridges two distinct approaches to player retention. Optimove’s foundation lies in data analytics and AI decisioning agents that help operators segment and personalize player journeys. In contrast, Smartico revolutionized the field by embedding gamification directly into CRM workflows. Moving forward, both entities are doubling down on technological advancements; Optimove continues to champion its "Positionless Marketing" framework, while Smartico is infusing generative AI across its suite to enhance its gamification and loyalty tools.
Pini Yakuel, Founder and CEO of Optimove, noted that Smartico was the competitor that stood out due to its original approach to combining gamification with CRM. He highlighted that the category now possesses two leading platforms, with Optimove backing the growth of its former rival. Arman Gal, CEO and Co-Founder of Smartico, expressed that the partnership provides the "firepower" necessary to scale faster while allowing the company to retain its unique leadership and vision.
Smartico pioneered gamification in the iGaming industry and became one of the companies that helped shape the modern player engagement category by combining gamification and CRM in a single platform. Its solutions help operators increase retention, loyalty, engagement, and player value through a powerful mix of real-time gamification and CRM capabilities. Founded as a bootstrapped business, Smartico has built a strong reputation for product excellence, disciplined execution, and service quality, with an impressive customer base across global iGaming markets. The company’s portfolio includes Smartico and TheAffiliatePlatform.com. For more information, go to smartico.ai.
Optimove is the creator of Positionless Marketing and the #1 Player Engagement Solution for iGaming and sports betting operators. Positionless Marketing frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently. Positionless Marketing has been proven to improve campaign efficiency by 88%, allowing marketing teams to create more personalized engagement with existing customers. For two years running, Optimove has been positioned as a Visionary in Gartner’s Magic Quadrant for Multichannel Marketing Hubs, recognized for its AI-driven decisioning, prescriptive insights, and proven ability to orchestrate thousands of personalized campaigns in real time across channels.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.