F12 Boosts Engagement with Optimove Data
Israel.- December 18, 2025 www.zonadeazar.com F12, a Brazilian sports betting and online casino operator, saw an increase in engagement and revenue after expanding its use of the CRM platform from Optimove, creator of the Positionless Marketing concept and the #1 solution for iGaming player engagement.
By more fully exploiting the tool’s features, F12 simplified decisions, improved segmentation, and expanded the volume of campaigns targeting different player profiles. In a recent initiative targeting medium and high-value depositors, the operator achieved 19.35% growth in incremental revenue, a 36% increase in the number of customers placing bets, and an engagement rate of 42%, which is above the company’s average.
According to Gabriel Torres, Senior CRM Analyst at F12, the partnership with Optimove has been essential for optimising processes and improving campaign performance: “Optimove simplifies my daily decision-making. With data analysis and segmentation options, I can understand what works best and create campaigns tailored to each player’s behaviour. Its data intelligence reveals patterns and opportunities that we would not otherwise see, helping us refine our strategy and grow more intelligently.”
The campaign was based on player behaviour, allowing F12 to create more relevant communications and specific actions for each group. As a result, the company began to continuously improve its strategies based on actual results.
According to Felipe Costa Nadalini, Senior Account Executive at Optimove in Brazil, F12’s success is the result of a data-driven mindset and exemplary execution: “F12 is an example of an operator that understands the value of data and personalisation at scale. They have managed to turn insights into actions and build a closer and more sustainable relationship with their players. This is the kind of innovation that raises the bar for the Brazilian iGaming market.”
A partner of Optimove since 2022, F12 has been consolidating a player-focused, data-driven CRM strategy, continuously improving the experience and loyalty in a constantly changing market.
About Optimove
Optimove is the creator of the Positionless Marketing concept and the #1 player engagement solution for iGaming and sports betting operators. Positionless Marketing frees marketing teams from the constraints of fixed roles, giving every professional the power to execute any marketing task instantly and independently. This approach has been proven to increase campaign efficiency by 88%, enabling teams to create more personalised and relevant experiences for their customers.
For the second consecutive year, Optimove has been recognised as a Visionary in Gartner’s Magic Quadrant for Multichannel Marketing Hubs, thanks to its AI-driven decision-making, prescriptive insights and proven ability to orchestrate thousands of personalised campaigns in real time and across multiple channels. AI-driven marketing is a hallmark of the company’s visionary leadership.
By incorporating artificial intelligence into its platform as early as 2012, Optimove paved the way for today’s standard of Positionless Marketing. Its platform includes Optimove Engage and Orchestrate for decision-making and multichannel campaign orchestration; Optimove Personalise, a digital personalisation engine; and Optimove Gamify, a loyalty and gamification solution.
Today, its comprehensive suite of AI-powered solutions is at the forefront of marketing transformation, enabling marketers to optimise their workflows from insight to creation to optimisation. Optimove offers industry-specific and use case-specific solutions for leading global consumer brands.
About F12
F12 is a Brazilian sports betting and online casino operator that offers different types of digital entertainment, including sports betting, live games and casino, with a focus on providing a safe and legal experience for Brazilian bettors.
Edited by @pererarte www.zonadeazar.com