In a major move to solidify its dominance in the retention marketing space, Optimove has announced a definitive agreement to acquire Smartico, the iGaming sector’s leading provider of gamification-driven CRM solutions.
While financial terms remain confidential, the deal is expected to close within the coming weeks, uniting two of the most influential technology stacks in the digital wagering industry.
Complementary Tech: AI Meets Gamification
The acquisition aims to solve the growing complexity of player retention in a fragmented global market. Optimove is widely celebrated for its AI-powered decisioning and data-heavy CRM platform, which helps operators predict player behavior. Smartico, conversely, has built a reputation for its “gamification-first” approach, utilizing missions, leaderboards, and interactive rewards to drive daily active usage.
By integrating these capabilities, Optimove positions itself as the ultimate “iGaming Superstore” for marketing. Crucially, both companies will continue to operate independently under their respective brands and existing leadership teams.
Innovation Through Internal Competition
In a unique strategic twist, the two entities will continue to develop their products separately and may even compete for the same clients. This approach is intended to foster internal innovation while providing Smartico’s existing clients with the security of Optimove’s expansive resource pool.
“The deal reinforces Optimove’s position in the evolving iGaming CRM landscape, as the sector shifts toward more mature, AI-driven marketing and engagement solutions,” the company stated, highlighting the shift toward data-driven player journeys.
