{"id":12702,"date":"2026-04-08T08:51:28","date_gmt":"2026-04-08T07:51:28","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=12702"},"modified":"2026-04-08T08:51:31","modified_gmt":"2026-04-08T07:51:31","slug":"optimove-joins-forces-with-smartico-to-transform-marketing-in-igaming","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2026\/04\/08\/optimove-joins-forces-with-smartico-to-transform-marketing-in-igaming\/","title":{"rendered":"Optimove Joins Forces with Smartico to Transform Marketing in iGaming"},"content":{"rendered":"\n<p><strong>Optimove<\/strong> has agreed on definitive terms to acquire <strong>Smartico, advancing<\/strong> its \u2018positionless marketing\u2019 capabilities for all iGaming clients.<\/p>\n\n\n\n<p>Announced on Easter Monday (6 April), Optimove declared that the Smartico deal will make it a global leader in CRM marketing and gamification.<\/p>\n\n\n\n<p>Significantly, the acquisition will enhance Optimove\u2019s dedicated services for the global iGaming sector, as leadership looks to strengthen its marketing systems for a market projected to reach $185bn (\u00a3140bn) by 2033.<\/p>\n\n\n\n<p>As detailed to the media: \u201cOptimove blazed the trail in CRM marketing for iGaming, creating the category and building the market. Over time, Optimove watched peers enter the space. One stood out. Smartico was the company that brought gamification combined with CRM marketing to the iGaming industry.\u201d<\/p>\n\n\n\n<p>Founded in 2019 by <strong>Arman Gal<\/strong>, Chief Executive Officer, and <strong>Yuval Mechoullam<\/strong>, Smartico has built a comprehensive CRM system for iGaming operators that covers automation, gamification, F2P mini-games, bonus engines, jackpots, and risk modeling.<\/p>\n\n\n\n<p><strong>Smartico remains autonomous<\/strong><\/p>\n\n\n\n<p>Under the terms of the agreement, Smartico will continue to operate as a fully independent business, maintaining its leadership team, product roadmap and client services. Optimove emphasised that there will be no disruption to Smartico\u2019s existing customers, with the company retaining its commercial and operational autonomy.<\/p>\n\n\n\n<p>Gal underlined that the agreement was structured to preserve Smartico\u2019s independence, while unlocking new growth opportunities: \u201cFrom day one, Smartico was built with a clear vision to make player engagement more dynamic, more rewarding and ultimately more effective for operators. Joining forces with Optimove validates that vision, but importantly, it doesn\u2019t change who we are.<\/p>\n\n\n\n<p>\u201cWe remain fully independent, with the same leadership, the same roadmap, and the same commitment to our clients. What this partnership gives us is scale \u2014 more resources, more reach, and more ability to innovate faster in a market that is becoming increasingly complex.\u201d<\/p>\n\n\n\n<p>Gal further noted that the combined strength of both companies would allow Smartico to accelerate its product development across gamification and real-time engagement tools, while continuing to compete directly in the CRM space.<\/p>\n\n\n\n<p><strong>Optimove shows a hand<\/strong><\/p>\n\n\n\n<p>At March\u2019s <strong><em>Optimove Conference<\/em><\/strong> in London, its Founder and CEO Pini Yakuel informed SBC that the company was finalising terms on a \u201cseismic M&amp;A for iGaming partners\u201d, set to be announced in the coming weeks.<\/p>\n\n\n\n<p>The Smartico deal means that Yakuel has completed his sixth M&amp;A as founder, following Optimove\u2019s $75m strategic capital raise, through which the company has integrated a suite of technologies, including <strong>Adact<\/strong> (gamification engine), <strong>Graphyte<\/strong> (personalisation), <strong>Kumulos<\/strong> (messaging), <strong>Axonite<\/strong> (marketing data), and <strong>DynamicMail<\/strong>.<\/p>\n\n\n\n<p>Expanding on the rationale behind the acquisition, Yakuel emphasised that Smartico stood apart in a crowded field of CRM challengers: \u201cWhat impressed us about Smartico is not just the product, but how the company was built. Like us, they bootstrapped, they stayed disciplined, and they focused relentlessly on delivering real value to operators. In a market where many followed, Smartico created something genuinely original \u2014 bringing gamification into CRM as a core engagement driver.<\/p>\n\n\n\n<p>\u201cThis is not about consolidation for the sake of scale. It\u2019s about backing a company that shaped the same category from a different angle. We built one path into iGaming CRM, and with Smartico, we are reinforcing another. That\u2019s how the market evolves.\u201d<\/p>\n\n\n\n<p>Yakuel added that the transaction reflects Optimove\u2019s long-term strategy to expand its \u201cpositionless marketing\u201d vision, integrating complementary technologies while maintaining competitive tension within the market.<\/p>\n\n\n\n<p>Don\u2019t forget to subscribe to our <a href=\"https:\/\/bit.ly\/3BHW1zr\">Telegram channel!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Optimove has agreed on definitive terms to acquire Smartico, advancing its \u2018positionless marketing\u2019 capabilities for all iGaming clients. Announced on Easter Monday (6 April), Optimove declared that the Smartico deal will make it a global leader in CRM marketing and gamification. Significantly, the acquisition will enhance Optimove\u2019s dedicated services for the global iGaming sector, as [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":12703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[5,7,1],"tags":[16151,16148,13800,2106,16150,552,3116,228,15806,9530,3605,5342,4858,16149,5994,8986,16153],"class_list":["post-12702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gambling","category-igaming","category-news","tag-arman-gal","tag-crm-marketing","tag-digital-marketing","tag-gambling-industry","tag-gambling-technology","tag-gamification","tag-global-market","tag-investment","tag-marketing-technology","tag-mergers-and-acquisitions","tag-online-gaming","tag-optimove","tag-personalization","tag-pini-yakuel","tag-player-engagement","tag-smartico","tag-yuval-mechoullam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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