Optimove to buy Smartico, boosting CRM and gamification offerings for iGaming

(AsiaGameHub) –   Marketing tech firm Optimove has revealed its intention to purchase Smartico, a business renowned for its gamification-focused CRM solutions within the iGaming industry. The transaction is set to close in the next few weeks, though financial terms remain undisclosed.

After the acquisition is complete, both entities will keep running autonomously, maintaining their individual brands, teams, and product plans. Smartico’s founders will stay at the helm of the company, managing its strategic direction and daily activities.

This step takes place against the backdrop of fast growth in the global online gambling market, which is growing more intricate due to changing regulations and regional divisions. In this context, the need for sophisticated CRM and player engagement tools keeps increasing.

Optimove, well-known for its data-backed CRM marketing platform and AI-enabled decision-making features, has been a major player in the iGaming sector for a long time. Smartico, conversely, has established its name by embedding gamification directly into CRM processes, boosting player engagement via missions, rewards, and interactive experiences.

By uniting the two companies under a single ownership structure, the acquisition merges complementary strengths—Optimove’s advanced analytics and AI with Smartico’s gamification-centric approach. Even with shared ownership, both firms will keep developing their products independently and may even compete in the market; this strategy is thought to encourage ongoing innovation.

Smartico’s current clients shouldn’t anticipate any immediate changes. The company will keep its existing services, pricing, and support framework, now supported by extra resources from Optimove.

In summary, the agreement strengthens Optimove’s standing in the changing iGaming CRM landscape, as the industry moves toward more sophisticated, AI-powered marketing and engagement solutions.