RevFy and Optimove Join Forces to Boost LatAm iGaming

Brazil.- 15 September 2026 | www.zonadeazar.com RevFy and Optimove have announced a strategic partnership designed to transform how Latin American iGaming operators assess acquisition, retention and player value.

The collaboration combines RevFy’s technology for media diversification, traffic qualification and new-depositor acquisition with Optimove’s CRM, behavioural intelligence, personalisation and campaign-orchestration capabilities.

The objective is to give operators a more complete view of the customer lifecycle, from the original acquisition source to long-term behaviour, retention and economic value.

Connecting Acquisition With Real Value

One of the principal issues the partnership seeks to address is the traditional separation between acquisition and retention.

Operators often know how much it costs to acquire a player but may not directly connect that figure with what happens after the first deposit.

RevFy and Optimove aim to close that gap.

Beyond the First Deposit

The proposition is built around the idea that a First Time Depositor alone does not establish campaign quality.

Long-term performance depends on whether that customer remains active and profitable.

CAC and LTV Together

The integration will connect Customer Acquisition Cost, CAC, with Lifetime Value, LTV.

That allows operators to determine which sources actually produce the most valuable players.

Cheap Campaigns Are Not Necessarily Better

A low-cost channel may acquire players that disappear quickly.

A higher-cost channel may deliver customers that remain active for months and generate significantly greater revenue.

The alliance is intended to make those differences clearer.

RevFy Brings Acquisition Intelligence

RevFy specialises in media diversification for Latin American iGaming operators.

Its proprietary technology is designed to discover and qualify acquisition channels that brands may not previously have used effectively.

Traffic Qualification

Its focus is not simply higher traffic volume.

RevFy aims to acquire users more likely to:

• Register.
• Make a first deposit.
• Deposit again.
• Remain active.
• Generate longer-term value.

Attribution

Operators can better identify where each player originated.

That improves comparisons between different media sources.

Remarketing

RevFy also applies remarketing to the players it acquires.

The goal is to extend player activity and lifetime value.

Optimove Brings CRM Intelligence

Optimove adds the post-acquisition intelligence layer.

Its technology analyses player behaviour to identify segments, patterns and engagement opportunities.

Behaviour-Led CRM

Operators can move away from generic campaigns and build communications based on actual user behaviour.

Retention as a Core Metric

Retention is fundamental to iGaming economics.

High acquisition numbers deliver limited value if players leave immediately.

Lifetime Value

LTV measures the total value created by a customer over the course of the relationship.

The partnership aims to make that metric more directly actionable.

Guilherme Basani on the Player Journey

RevFy Co-Founder and CEO Guilherme Basani emphasised that acquisition does not finish at the first deposit.

Operators need to connect acquisition source and cost with subsequent player behaviour.

Media Investment Quality

That connection makes it possible to evaluate the genuine quality of marketing investment.

Heloisa Bianchi on Integration

Optimove Partnerships Manager for Latin America Heloisa Bianchi highlighted the limitations of analysing acquisition and retention separately.

Customer acquisition cost becomes more meaningful when compared against behaviour, retention and long-term value.

Better Capital Allocation

CRM data shows which players generate value.

Acquisition data shows where those players came from.

Connecting the two allows more precise investment decisions.

Evidence-Based Marketing

The partnership is intended to reduce reliance on surface-level marketing indicators.

Operators can use deeper economic metrics.

Media Mix Optimisation

Investment can potentially be redistributed across:

• Paid social.
• Display.
• Affiliates.
• Programmatic.
• Alternative media.
• Remarketing.

Reduced Dependence on Saturated Channels

Competitive markets can make conventional acquisition channels increasingly expensive.

RevFy focuses partly on diversifying beyond those channels.

Brazil and Mexico

RevFy currently operates in Brazil and Mexico.

Both are among Latin America’s most important iGaming markets.

Regional Expansion

The company aims to become a reference partner for media diversification across Latin America.

The Optimove partnership can support that expansion.

Founded in 2024

RevFy was established in 2024.

Its business was built specifically around advertising technology for the regional iGaming sector.

Proprietary Technology

Its systems cover areas including:

• Traffic qualification.
• Monitoring.
• Attribution.
• Remarketing.

Optimove and Positionless Marketing

Optimove created the concept of Positionless Marketing.

The approach is designed to reduce rigid boundaries between marketing roles.

Greater Team Autonomy

Marketers can execute more tasks independently and move faster from insight to activation.

88% Campaign Efficiency Improvement

Optimove says Positionless Marketing has demonstrated an 88% improvement in campaign efficiency.

The figure reflects the company’s claimed benefits from reducing workflow bottlenecks.

AI Since 2012

Optimove has incorporated artificial intelligence into its platform since 2012.

AI is therefore positioned as a structural component rather than a recent addition.

Optimove Engage

The platform includes Optimove Engage for player communications and engagement.

Optimove Orchestrate

Optimove Orchestrate supports campaign decisions across multiple channels.

Optimove Personalize

Optimove Personalize is a digital personalisation engine.

Optimove Gamify

Optimove Gamify focuses on loyalty and gamification.

Integrated Suite

Together, these products support:

• Segmentation.
• Engagement.
• Personalisation.
• Gamification.
• Automation.
• Measurement.

AI and Marketing

Artificial intelligence is becoming increasingly important in iGaming marketing.

Operators need to interpret large amounts of behavioural data quickly.

Real-Time Decisions

Modern CRM systems can react to changes in player behaviour.

This can help operators engage customers before they churn.

Churn Reduction

Players acquired at significant cost need to remain active long enough to justify that investment.

Reactivation

CRM and remarketing can also support the reactivation of inactive players.

Personalisation

More relevant communications can increase engagement without simply sending more messages.

Avoiding Customer Fatigue

Excessive communication can damage the player experience.

Behavioural intelligence allows better control of timing and channel.

Bonus Efficiency

Better CRM can also reduce unnecessary bonus spend.

Not every player requires the same incentive.

Segment-Level Profitability

Operators can identify which segments merit higher acquisition and retention investment.

LTV as a Strategic Metric

Lifetime value therefore becomes central to planning.

Marketing Meets Finance

The partnership also creates a stronger link between marketing and finance.

Acquisition decisions can be judged directly against longer-term economic return.

A More Complete ROAS

Return on advertising spend can be evaluated over a longer window.

This prevents operators from overvaluing campaigns that convert strongly initially but generate limited downstream value.

Cohort Analysis

Operators can compare cohorts by:

• Channel.
• Campaign.
• Date.
• Country.
• Product.
• Customer segment.

Regional Differences

Latin America is not a single homogeneous market.

Brazil, Mexico, Argentina, Colombia, Peru and other jurisdictions differ significantly.

Local Data Matters

Behavioural analysis by market can support more localised strategies.

Brazil as a Major Market

Brazil has become one of the region’s principal regulated betting markets.

That scale increases competition for player acquisition.

CAC Pressure

As more brands compete for the same customers, acquisition costs can rise.

Media diversification becomes increasingly valuable.

Mexico as a Mature Market

Mexico also has a more established betting ecosystem.

Retention and customer value are therefore critical competitive metrics.

Regional Growth

Industry forecasts cited around the partnership suggest Latin American iGaming could reach between $10 billion and $12 billion by 2028.

This growth is attracting more B2B technology providers.

Greater Competition

Growth also means more companies competing for the same players.

Technology therefore becomes a key differentiator.

First-Party Data

Operator-owned customer data is becoming increasingly valuable.

CRM and behavioural information can reduce dependency on external platforms.

Privacy Changes

Evolving privacy requirements further increase the importance of first-party data.

Regulatory Pressure

More regulated Latin American markets also require tighter control over marketing and targeting.

Responsible Gaming Potential

The same behavioural-data infrastructure can potentially support safer-gambling efforts.

Although the partnership is commercially focused, behavioural signals can also help identify risk.

More Appropriate Messaging

Segmentation can prevent unsuitable customers from receiving overly aggressive marketing.

Operational Efficiency

The alliance is not simply about acquiring more players.

It is also about reducing wasted spend.

Less Inefficient Acquisition

A low-CAC campaign may no longer look attractive once player value is considered.

Better Financial Precision

Operators can more accurately determine how much they should pay to acquire different customer profiles.

Customer Payback Period

Another useful metric is the time needed to recover acquisition cost.

Shorter payback periods can support more sustainable growth.

Scaling With Profitability

Scaling acquisition without understanding LTV can scale losses as well.

The partnership aims to reduce that risk.

B2B Technology Growth

Latin America’s expansion is creating demand for more specialised B2B providers.

RevFy and Optimove are positioning themselves within that trend.

Regional and Global Expertise

RevFy contributes regional media-acquisition knowledge.

Optimove adds a global CRM and marketing-technology platform.

Complementary Proposition

The partnership is structurally complementary.

One company focuses on finding and qualifying players.

The other focuses on understanding, retaining and maximising their value.

Industry Context

iGaming is moving from an era focused primarily on aggressive acquisition towards more sophisticated profitable-growth models.

Media costs are increasing, regulation is tightening and investors are placing greater emphasis on sustainable returns.

In that environment, simply knowing how many players arrive is no longer enough.

Operators need to understand which customers remain, how much value they generate and which acquisition sources produce the strongest long-term economics.

Next Steps and Impact

The RevFy and Optimove partnership will allow Latin American operators to connect acquisition more directly with subsequent player behaviour.

RevFy will provide media diversification, traffic qualification, depositor acquisition and remarketing technology.

Optimove will add CRM, AI, personalisation, gamification and multichannel campaign orchestration.

The combined proposition will allow operators to compare CAC against LTV and assess the genuine economic quality of each acquisition source.

For increasingly competitive markets such as Brazil and Mexico, this can help reduce inefficient marketing spend, improve retention and support more precise financial decision-making.

The alliance reflects a central trend in Latin American iGaming: future growth will depend not simply on acquiring more customers, but on understanding which players create value and how that value can be maximised throughout the entire customer relationship.

Editó: @fonta