Optimove Takes Smartico in Move to Change iGaming CRM and Gamification Space

Key Points

• Optimove signs a deal to take Smartico and grows a positionless marketing plan.
• Both firms stay independent and keep building in the CRM space.
• Deal comes as the iGaming market moves to $185.17 billion by 2033.

Most deals try to take control, but this one feels different in how it stands. This deal does not follow the usual way, and that brings both interest and doubt at the same time. Optimove decides to take Smartico when operators do not lack tools but feel pressure from too many systems. The real problem now shifts toward joining data, engagement, and personalisation into one working system. This shift creates concern because loyalty becomes harder in markets that keep changing. By adding Smartico, Optimove does not remove a rival but supports another way to solve the same issue. The agreement came on 6 April and may close soon, while financial details stay unknown.

Why Does This Deal Matters Now?

Timing here shows clear intent and builds pressure around this step. The global online gambling market reached $95.3 billion in 2024 and may reach $185.17 billion by 2033. Growth at this level brings new pressure that operators cannot ignore. Markets grow but are also split into parts across regions. Europe faces regulatory change, while the United States remains complex. Regions like Latin America, Africa, and Asia move forward at a fast pace. Operators now deal with the challenge of engaging players across rules and behaviour. CRM marketing now takes a central role instead of a support role.

Two Approaches Moving Toward One Direction

This deal connects two companies that started from different ideas. Optimove built its base on data and moved into an AI system for marketing. Its system helps marketers understand users and run campaigns with personalisation. The positionless marketing model removes limits and gives control over AI agents. This system showed an 88% increase in campaign efficiency, which builds confidence. Smartico, founded in 2019 by Arman Gal and Yuval Mechoullam, chose another path. It placed gamification into CRM and turned engagement into reward-based interaction. Its system combines automation, games, bonuses, jackpots, and risk models in one system. The result brings data on one side and behaviour on the other side.

Independence by Design Not by Force

This deal stands out because it keeps things unchanged, which gives relief. Smartico will stay independent with the same team and structure. Leadership, roadmap, pricing, and operations remain as they are. Founders keep full control and clients see no change in service. Optimove also continues building the Optimove Gamify platform. This separation shows the belief that competition helps innovation. Pini Yakuel said Smartico impressed through its way of building value. He added that this deal builds another path instead of a scale focus.

Smartico View Growth without Losing Identity

Smartico keeps focus on growth while holding identity, which brings stability. Arman Gal said the structure of the deal was planned with care. He said joining Optimove supports the vision but does not change identity. He added that leadership and roadmap remain the same. This means Smartico gains resources and market reach. At the same time, it keeps the speed that helped it compete before.

AI Role in Next Phase of CRM

Both companies now move toward deeper use of AI, and that builds expectation. Optimove has used AI since 2012 and builds systems for automation. Its system now uses agents to handle campaigns and messaging. Smartico builds real-time engagement tools using gamification. Both now move toward adding generative AI into systems. This change shifts CRM from a rule-based system to an adaptive system. These systems respond to player behaviour in real time. Operators now depend on systems instead of manual work.

Market Moving from Growth to Maturity

The iGaming CRM sector now enters a new phase that creates a mixed reaction. Earlier growth came from adoption where operators needed CRM systems. Now the difference comes from depth in personalisation and engagement. Accuracy and engagement quality become the key focus. The Optimove and Smartico deal reflects this shift. It shows a move from tools toward an ecosystem. Two independent platforms now create competition that may drive innovation.

What Does This Mean for Operators?

For operators, this deal changes more than it appears at first. They now see CRM systems turning into AI decision systems. Gamification moves into the core part instead of an extra feature. Choice between systems remains instead of getting removed. This reduces risk and increases the pace of innovation.

A Shift That Changes the Category

The idea that acquisitions reduce competition does not apply here, and that creates surprise. This deal changes how competition works in space. Optimove built CRM marketing in iGaming. Smartico changed it by adding gamification at the core. Now both approaches grow together without merging. The industry no longer chooses one model. It moves toward multiple models growing together. For a market moving to $185 billion, this shift feels needed.