Optimove acquires Smartico to revolutionize iGaming CRM with gamification

A powerhouse merger reshapes online gambling marketing. Two industry leaders unite to redefine player retention with cutting-edge AI and gamification tools.

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2026 May 3 . 2:06 AM

1 min read

The image shows a paper with a drawing of a group of people and a dog, with the text "The Gamester... — The image shows a paper with a drawing of a group of people and a dog, with the text "The Gamester Bes-T or a New Way to Win Money" written above them. The people in the drawing appear to be playing a game, suggesting that the gamester is a new way to win money.

Optimove acquires Smartico to revolutionize iGaming CRM with gamification

Optimove, a key player in iGaming marketing, has acquired Smartico, a specialist in gamification-led CRM solutions. The deal strengthens Optimove’s position in the growing online gambling sector while keeping Smartico’s operations independent.

Smartico has made a name for itself by integrating gamification into CRM marketing for iGaming. Its tools help operators boost player engagement and retention through interactive features. The company’s founders will stay in charge of daily operations, ensuring continuity in leadership and strategy.

Optimove, known for its Positionless Marketing approach, uses data analytics to deliver real-time, personalised campaigns. The acquisition expands its capabilities in AI-driven CRM, combining Smartico’s gamification expertise with Optimove’s advanced targeting methods. Both firms will keep their brands, teams, and product lines separate. Arman Gal, Smartico’s CEO, highlighted that the partnership accelerates growth while preserving the company’s original vision. Pini Yakuel, Optimove’s CEO, commended Smartico’s product innovation and customer focus, calling the merger a step forward for the industry. The global online gambling market is set for significant expansion, increasing demand for sophisticated CRM tools. This deal positions Optimove and Smartico to lead in developing next-generation marketing and player experience solutions.

The acquisition merges Optimove’s data-driven marketing with Smartico’s gamification strengths. Both companies will continue operating independently, focusing on AI, personalisation, and player engagement. The move reflects the iGaming industry’s push for more advanced CRM technologies as the market expands.