Optimove Acquires Smartico at a Key Moment for iGaming CRM

Summary

Optimove, a leading player engagement provider and creator of Positionless Marketing, has signed a deal to acquire CRM specialist Smartico. The transaction is expected to close within weeks. Both companies will continue to operate with a degree of independence: brands, teams, product strategies and roadmaps remain intact and Smartico’s leadership will stay in place.

The move aims to capitalise on projected growth in the global iGaming market — analysts expect the sector to grow significantly through to 2033 — and to address the rising complexity operators face when entering new markets. Optimove says the acquisition strengthens its CRM stack; the company also notes that the CRM category now has two leading platforms, one created by Optimove and one backed by it.

Company leaders from both sides praised the deal: Optimove CEO Pini Yakuel highlighted Smartico’s product and service strengths and its early use of gamification with CRM, while Smartico CEO Arman Gal welcomed the partnership and the continued independence for his firm. Financial terms were not disclosed.

Key Points

Optimove has signed an agreement to acquire CRM specialist Smartico; closing expected within weeks.
Both firms will retain operational independence — brand, team, roadmap and leadership remain unchanged.
Optimove created Positionless Marketing and says the deal will bolster its CRM solutions stack for iGaming operators.
The acquisition is timed to benefit from strong iGaming market growth forecasts through to 2033.
Smartico was noted for combining gamification with CRM — a differentiator that attracted Optimove.
Terms of the transaction were not disclosed.

Context and Relevance

This deal signals continued consolidation in the iGaming CRM space as vendors position to serve expanding markets and more complex operator needs. For operators, stronger combined offerings can mean more sophisticated player engagement, improved retention tools and faster scaling into new jurisdictions. For suppliers and investors, the tie-up highlights M&A as a route to accelerate product capability and market share in a fast-growing vertical.

Why should I read this?

Short version: if you care about iGaming growth, player retention or CRM tech, this matters. Optimove snapping up Smartico means the market’s shifting — expect tighter feature sets, bigger bundled solutions and fewer standalone niche vendors. Read it to know who’s likely to set the CRM agenda for operators next.