Optimove Acquires Smartico, Strengthening iGaming CRM

Brazil.– April 6, 2026 – www.zonadeazar.com  Optimove announces the acquisition of Smartico in a strategic move that reinforces leadership in CRM and gamification across the global iGaming ecosystem.

Overview

Optimove, a leading CRM marketing platform for iGaming, has confirmed the acquisition of Smartico, a pioneer in combining gamification with CRM. The deal comes amid continued global growth in online gambling and increasing demand for advanced player engagement solutions.

Details / Context

Both companies will continue operating independently, maintaining their brands, teams, and product strategies. Smartico will retain full operational autonomy, while Optimove strengthens its position as a key player in the CRM segment.

The acquisition brings together two complementary approaches:

  • Optimove’s strength in data analytics and AI-driven marketing
  • Smartico’s innovation in gamified player journeys and engagement

This synergy enhances value for operators seeking to improve retention, loyalty, and player lifetime value.

Key Topics

  • CRM + Gamification: becoming a core industry standard
  • AI-driven marketing: evolution toward automated decisioning
  • Ongoing competition: both companies will continue competing
  • Global scalability: stronger positioning in emerging markets like LATAM

Future Outlook

This agreement represents a defining moment in the evolution of iGaming CRM. Maintaining independent operations while sharing strategic alignment fosters innovation and accelerates the shift toward hyper-personalised marketing and automation.

🔗 Edited by: @_fonta www.zonadeazar.com

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