Felipe Nadalini, Optimove, Highlights the Importance of CRM
Brazil – April 24, 2025 | www.zonadeazar.com – In an increasingly competitive and user-focused market, understanding and managing the customer relationship is essential for business success.
This is where Customer Relationship Management (CRM) comes into play. More than just a technological tool, CRM is a strategic resource that allows organizations to personalize service, optimize processes, and increase customer retention.
To explain how CRM works and why it is important for operators in the regulated market, SBC Notícias Brasil spoke with Felipe Nadalini, Sales Account Executive for Brazil at Optimove.
Nadalini began the conversation by stating that CRM is “crucial for any operator,” especially in a regulated market like Brazil’s. He highlighted that one of the main benefits of a CRM platform is player retention and loyalty.
“The idea is that the operator continues the acquisition process, adapting to the new regulated market, and that CRM comes into play so the operator increasingly understands who the player is and can retain them in an intelligent way,” Nadalini said.
Personalization and Protection with CRM
CRM is also an opportunity to balance personalized engagement. Protecting players requires knowing them, and that’s done through data. Optimove aims to “empower operators” so they can perform at their best in the local market.
“Data is power,” Nadalini stated, explaining that this information is essential to understanding each player’s profile – including their actions (or lack thereof) on the platform, personal preferences, message types, and more.
He added, “It’s a very important, very powerful tool that enables operators not only to engage with the player but also to understand when it’s time to change the message.”
Through data collection, if necessary, the operator may suspend the user from the platform to ensure responsible gaming and prevent gambling addiction.
Optimove Ignite+ and OptiLive: Optimove’s CRM Tools
Earlier this year, Optimove launched the OptiLive CRM solution and the Optimove Ignite+ program to enhance user experiences on online betting sites and help new operators grow in the market.
Nadalini explained that OptiLive was designed for the live sports sector, allowing operators to send real-time personalized messages to bettors.
The Optimove Ignite+ program aims to accelerate the growth of new operators by providing exclusive access to platforms that help improve performance in a competitive environment.
The program offers exclusive support, industry insights, detailed onboarding, and access to the Optimove community, Nadalini emphasized.
Importance of Betting Regulation
Nadalini highlighted that an essential part of a regulated market is player protection. Regulation helps ensure consumer safety while strengthening the industry as a whole.
Regulation exists to protect individuals from potential harm – including self-harm – he stated, comparing it to other markets like alcohol, tobacco, and the internet. Nadalini believes that as rules come into effect, both operators and regulators will go through an “adaptation period, with potential adjustments over time.”
The Future of the Industry in Brazil
Regarding the future of the industry in Brazil, especially in the early years following regulation, Nadalini said the “sector will undergo a consolidation process” where operators will need to adopt best compliance practices and meet regulatory requirements to gain a competitive edge.
According to him, time will bring more legal security to the Brazilian market – fundamental to attracting investment and building consumer trust.
Still, Nadalini emphasized that “operators and regulators will face an adaptation period, with rule and process adjustments to ensure the legislation’s effectiveness.”
One of the changes the market will observe is in marketing – operators will need to invest in smarter, player-focused strategies that are also aligned with regulation.
“With a safer and more transparent environment, player trust tends to grow, which can lead to an expanded user base and increased credibility of the sector,” Nadalini said.
He added: “The online betting market in Brazil is booming, and how companies act now will define the sector’s future. Regulation should not be seen as a barrier, but as an opportunity to build a more solid and trustworthy market.”
SBC Summit Rio 2025
Optimove participated in the SBC Summit Rio 2025, held from February 25 to 27 at Riocentro, in Rio de Janeiro. The event grew by 200% compared to its inaugural edition in 2024.
Optimove Booth at SBC Summit Rio 2025
When asked about the event’s significance for this new regulatory milestone in the Brazilian market, Nadalini said that the SBC Summit Rio brings together industry experts and is “the perfect place” to exchange experiences and knowledge.
“We had valuable conversations during the event that will certainly help boost the iGaming market in Brazil and across Latin America,” Nadalini said.
He emphasized that as the segment grows and regulation strengthens, operators must adapt to the “region’s particularities by combining cutting-edge technology with local expertise.”
“Optimove is leading this movement. Our team in Brazil deeply understands player behavior and develops innovative, customized solutions for operator needs — always putting the customer at the center,” Nadalini assured.
As one of Optimove’s representatives at SBC Summit Rio 2025, Nadalini said it was a pleasure to participate in the event and that the company is looking forward to the next edition.