Optimove Set to Purchase CRM and Gamification Platform Smartico

Smartico is to be acquired by fellow marketing platform provider Optimove, creating an enlarged group in the CRM marketing and gamification space within the iGaming industry, with the deal expected to close in the coming weeks.

Smartico will continue to operate as an independent business and its founders will remain in position to lead the company’s day-to-day operations. The value of the deal was not disclosed.

The combined group will offer a mixture of services. Optimove offers an iGaming lobby, with its portfolio including 20 iGaming-specific AI models, live sports marketing, gamification, promotions, and platform integrations.

Combined services

Optimove’s Positionless Marketing platform offers customer insights and segments for precise targeting and hyper-personalisation, and includes Optimove Engage and Orchestrate for cross-channel campaign decisioning and orchestration. Optimove has embedded AI into its platforms since 2012.

Smartico claims to be the first supplier to unify iGaming CRM and gamification into a single solution. Smartico’s gamification tools include missions, levels, leaderboards, tournaments, badges, and the ability to turn points into rewards.

When announcing the deal, Optimove said Smartico revolutionised CRM marketing by embedding gamification directly into the player journey.

Adapting to the White Paper

Both Optimove and Smartico operate in the UK, and both have had to adhere to various tweaks to gambling marketing regulations in the country as a result of the government’s 2023 Gambling White Paper.

Since last May, operators have been required to provide players the option to opt-in to the product type they are interested in receiving and the channels through which they wish to receive marketing.

Operators are also required to run tighter affordability checks, enhanced know-your-customer (KYC) protocols, and reduced promotional allowances. Wagering requirements for bonuses have been capped at 10x the bonus. For example, the wagering requirement for a £10 bonus is capped at £100.

When announcing the deal, Optimove referenced the likelihood of growth across the globe though, citing the forecast for the global online gambling market to grow to $185.17 billion by 2033, up from $95.3 billion for 2024, according to the Online Gambling Market: Global Trends, Regulation & Forecast 2025–2033 report.

What impressed Optimove?

Pini Yakuel, Founder of Optimove, said:

“What impressed us about Smartico is the combination of product strength, service excellence, and the way the company has been built. Like Optimove, they created a strong business that was bootstrapped. What began as a hobby by four enthusiasts driven by the challenge of player retention quickly evolved into something very real.

“Smartico was the competitor that stood out, and that’s because they did something original: they were first to bring gamification and CRM marketing together as a compelling marketing advantage that iGaming operators adopted. The category now has two leading platforms. We built one and we’ve backed the other.”

Keeping independence is key

Arman Gal, CEO and Co-founder of Smartico, said:

“We’re proud to join forces with Optimove at such an important moment for the iGaming CRM industry. From the beginning, we built Smartico with a clear product vision, strong execution, and a deep commitment to creating real value for customers. We appreciate the trust that Pini and the Optimove team have placed in what we’ve built.

“What makes this step especially meaningful for us is that Smartico remains fully independent, with the same leadership, the same team, and full control over our product strategy and roadmap. That allows us to keep moving forward as ourselves, while benefiting from greater strength and opportunity.”