Optimove Acquires Smartico to Strengthen Its Position in the iGaming CRM Market
Optimove and Smartico Join Forces Amidst Growing iGaming Market
Optimove, known for its innovative player engagement solutions in the iGaming sector and creator of Positionless Marketing, has announced plans to acquire CRM expert Smartico. This strategic agreement is anticipated to conclude in the upcoming weeks.
Maintaining Independence While Enhancing Capabilities
Both companies will continue operating independently after the acquisition, preserving their distinct brands, teams, product strategies, and market approaches. Smartico’s leadership will also remain intact, ensuring continuity in their operations and vision.
Capitalizing on Rapid Growth in iGaming
The acquisition comes at a time when the iGaming industry is experiencing significant growth, with forecasts predicting that the global market could more than double by 2033. As new markets emerge, managing this complexity demands advanced CRM marketing platforms, making the integration of Optimove and Smartico’s capabilities particularly timely.
Strengthening the CRM Landscape
By incorporating Smartico, Optimove aims to enhance its already broad CRM product offerings. Both companies now represent the two leading platforms within the CRM space, with Optimove both creating and supporting these advancements, setting the stage for continued success.
Leadership Perspectives on the Merger
Pini Yakuel, Optimove’s founder and CEO, praised Smartico for its impressive product quality, client service, and innovative approach that merged gamification with CRM marketing — a unique strategy that gained wide adoption among iGaming operators.
“Smartico made thoughtful investments, built a strong team, and delivered real value to their customers. They stood out as a competitor by being the first to combine gamification with CRM marketing, creating a powerful advantage for iGaming operators.”
Pini Yakuel, Founder & CEO of Optimove
Similarly, Arman Gal, co-founder and CEO of Smartico, expressed enthusiasm about the partnership. He emphasized the importance of maintaining Smartico’s independence while gaining access to greater resources and opportunities to scale, innovate, and enhance their player engagement solutions.
“This collaboration lets us continue growing as Smartico while leveraging new strengths to accelerate growth, better serve the market, and push innovation in the player engagement field we helped pioneer.”
Arman Gal, Co-founder & CEO of Smartico
Confidential Financial Details
The specific financial terms of the acquisition were not disclosed to the public.
