Exclusive Interview with Rony Vexelman, Vice President of Marketing at Optimove
Israel.- 19th June 2025 www.zonadeazar.com Following his participation in SBC Summit Americas 2025, we spoke with Rony Vexelman, Vice President of Marketing at Optimove, about the latest trends transforming CRM marketing in the iGaming industry.
In this interview, Vexelman shares important insights on the adoption of artificial intelligence, real-time personalization, strategic gamification, and intelligent automation as pillars of a new era in player retention. With a clear focus on measurable results and regulatory compliance, Optimove positions itself as one of the leading companies in helping operators scale efficiently and with relevance. This is an essential conversation for understanding where online gaming and betting marketing is headed.
1) Following Optimove’s participation in SBC Summit Americas 2025, what do you consider to be the key learnings and opportunities identified for CRM marketing in the iGaming sector?
The industry is moving towards smarter, data-driven marketing, especially now that regulation is increasing the need for transparency and control. In this context, operators in the Americas are looking for ways to act faster and make better decisions to remain competitive in a market that demands agility, personalization, and regulatory compliance.
At SBC, we have seen interest in real-time marketing solutions and AI-driven CRM, which enable teams to adapt quickly to player behavior. It is no longer just about automation. Operators want personalization that is relevant, appropriate, and responsible, especially in emerging markets.
Another opportunity lies in bridging the gap between strategy and execution. Many marketing teams still rely on fragmented tools, which slows down their processes. What stood out most was operators’ interest in adopting platforms that consolidate data, orchestrate journeys, and provide reliable metrics in a single place. The need for intelligent automation is growing, and the conversations we had during the conference confirmed this.
2) Optimove promotes the execution of highly personalized campaigns in real time based on player behavior. How was this proposal received by the operators present at the event?
What resonated most with operators was the possibility of going beyond traditional segmentation and moving toward dynamic personalization at scale. They were particularly interested in how real-time data can enable personalized journeys in the moment, not just scheduled campaigns. This includes everything from adjusting communication after a big win or loss to responding to live betting patterns.
In a market where timing is everything, the ability to act on real-time behavioral data is no longer seen as a luxury, but a necessity. Conversations made it clear that operators see real-time personalization not just as a way to increase engagement, but as a competitive advantage in emerging and newly regulated markets.
3) In the context of the summit, did you observe a greater willingness on the part of operators to integrate AI-driven solutions to optimize their marketing strategies?
Yes, we noticed a clear shift in how operators are approaching AI. A few years ago, many still saw it as something abstract or experimental.
We have been able to follow this evolution because Optimove has been working with AI for over a decade. Today, operators recognize its advantages and are using it to improve efficiency, reduce manual tasks, and make smarter marketing decisions. A good example is the use of AI in Positionless Marketing, which has been shown to increase campaign efficiency by 88%. This allows operators to execute faster with personalized messages.
During SBC, we had many conversations about how to apply AI in daily operations. Operators showed interest in areas such as churn prediction, bonus spend optimization, and real-time personalization. The approach is no longer just theoretical: many teams understand that they need to find concrete ways to incorporate AI into their workflows or they will be left behind.
Some are more advanced, while others are still looking for ways to get started. For these cases, platforms that integrate AI into existing processes, rather than just adding an additional layer, offer a clearer and more effective path. Overall, most teams know it’s time to take the next step.
4) AI-orchestrated gamification, thanks to partnerships with platforms such as Captain Up and Gamanza Engage, represents an evolution in player loyalty. What level of interest have you seen in this solution?
AI-orchestrated gamification is one of the hottest topics in iGaming right now. We are seeing more and more operators looking to incorporate it into their strategy to strengthen retention without relying solely on bonuses. They are interested in integrating it with CRM actions, rather than treating it as a separate experience.
When missions, rewards, and challenges are synchronized with real-time behavioral data, more relevant and engaging journeys are created for players. Several conversations at the event revolved around how this type of orchestration can help personalize incentives more effectively and build long-term engagement strategies.
And the full integration of gamification into Optimove’s orchestration engine, thanks to the latest addition to our family, Adact, showed operators what is possible when these tools work together in real time.
5) Activating campaigns during live sporting events using real-time data is one of Optimove’s differentiators. In your opinion, what are the most common challenges operators face when implementing this type of strategy?
One of the main challenges is response time. Many operators already have the data, but their systems and processes are not fast or smart enough to act on it during a live event. A delay of just a few seconds can translate into missed opportunities, both in terms of interaction and revenue.
Another challenge is alignment between teams. In many cases, the marketing team wants to activate campaigns during a game, but without complete visibility of changes in odds or player actions, those campaigns risk arriving late or out of context.
There is also the challenge of user experience. Players expect a seamless interaction from the moment an event occurs to the message they receive. If the personalization is not accurate, the offer arrives late, or the channel is not appropriate, the moment is lost.
That is why real-time orchestration, driven by behavioral data and supported by AI, is critical.
This allows operators to interact with players at the exact moment they are active on the platform, in a relevant and valuable way.
6) Optimove stands out for offering automatic optimization models that reduce bonus spending without affecting performance. How prepared do you think the industry is to adopt this more efficient approach?
The industry is moving in this direction, although the level of adoption varies according to market maturity and the internal structure of each operator. As competition increases and margins decrease, operators are under increasing pressure to demonstrate the return on investment of each campaign. In this context, reducing bonus spending without affecting performance is no longer an attractive option, but a necessity.
Some operators are already moving forward, using predictive models to assign bonuses more efficiently, according to player behavior. Others remain in a testing and learning phase, assessing the extent to which they can optimize without compromising interaction.
What helps is having tools that make this type of optimization more accessible. When platforms offer clear information, automated testing, and control groups, teams can start to leave intuition behind and make data-driven decisions. That’s where preparation becomes visible: when teams move from understanding the value of optimization to actually integrating it into their daily work.
7) The ability to accurately measure the financial impact of each campaign is critical. Do you think operators are moving towards a more results-based marketing model with measurable and tangible results?
Yes, we are seeing a gradual shift in that direction. More and more operators understand that the success of a campaign cannot be measured solely by interaction metrics and that they need to have clear visibility into the financial results of their marketing efforts.
This shift is often linked to internal transformations, such as the centralization of marketing and data teams, or the need to justify budget decisions with concrete numbers. In these cases, working with integrated measurement tools, such as control groups and attribution mechanisms throughout the player journey, gives teams the confidence to experiment and optimize without having to guess.
There is still a long way to go, especially in emerging markets, where teams are more focused on scaling. But the mindset is changing, and conversations at SBC confirmed that operators want to be more deliberate in measuring impact, not just activity.
8) The control groups produced allow for continuous evaluation of campaign effectiveness. What degree of maturity did you detect among Summit participants regarding the use of this type of tool?
It varies greatly. Some operators, especially in more mature markets, already use control groups as a regular part of their campaign evaluation. For them, it is a key tool for measuring impact and justifying investments.
Others are still developing this capability. They recognize the value of control groups but do not yet have the infrastructure, processes, or internal support to implement them consistently. In high-speed environments, it is not uncommon for teams to prioritize execution over measurement.
What we have noticed at SBC is that the interest is there.
Many teams are looking for practical ways to incorporate more structure and rigor into their CRM efforts without slowing down the operation. Tools that simplify the setup and reading of control groups can play a key role in this evolution.
9) In your view, how has operators’ understanding of CRM marketing evolved? Do you see a shift toward more structured, integrated, and data-driven strategies?
We have seen a clear advancement in how operators understand CRM. A few years ago, it was still mainly associated with promotions or retention campaigns. Today, there is a broader, more strategic view that connects data, segmentation, personalization, and player service.
Operators are adopting more integrated strategies, in which CRM is no longer an isolated function but part of the core marketing engine. This includes greater coordination with areas such as product, trading, and regulatory compliance, with the aim of delivering more consistent and effective experiences.
Of course, the pace of this change varies depending on the market and the structure of each organization.
But overall, there is a growing understanding that CRM is not just about sending messages, but about building lasting relationships through timely, relevant, and responsible interactions.
10) Finally, what are the next steps for Optimove in 2025 after this Summit, and what innovations can we expect in terms of personalized marketing for iGaming and sports betting?
After SBC, our focus remains on supporting operators as they adapt to a more regulated and competitive environment. This means helping them act faster, personalize smarter, and operate more independently at every stage of the player lifecycle.
We are investing in features that make CRM more accessible and effective, both for advanced teams and those still developing their capabilities. This includes more integrated AI, better real-time orchestration, and a deeper connection with gamification tools.
We also see a growing need for solutions that connect responsible marketing to measurable results. This is an area where we will continue to innovate, bringing behavioral data, compliance frameworks, and operational agility together in one place.
Optimove’s mission is to give operators the clarity and confidence to scale personalization without losing sight of local regulations and player expectations.
And at the heart of that vision is Positionless Marketing. By eliminating silos and reducing dependence on analysts, programmers, or designers, we seek to give CRM teams the autonomy to execute faster and take full control of their strategies. That level of independence is critical to building more agile, accountable, and results-driven teams.
Edited by: @MaiaDigital www.zonadeazar.com