Exclusive Interview with Rony Vexelman, VP of Marketing at Optimove
Spain.- January 27, 2026 www.zonadeazar.com The company’s VP of Marketing presented new loyalty and artificial intelligence solutions and highlighted the evolution of the role of marketing and CRM in the gaming industry.
As part of ICE Barcelona 2026, Zona de Azar interviewed Rony Vexelman, VP of Marketing at Optimove, the leading CRM and marketing platform for the gaming industry, who shared the company’s main objectives at the event and the launches that are setting trends in the sector.
As he explained, Optimove’s presence at ICE was guided by three priorities: reconnecting with the global gaming community—with a special focus on Latin America—introducing new products in areas such as loyalty and creative generation through artificial intelligence, and promoting the concept of Positionless Marketing, a philosophy that redefines how today’s marketing teams operate.
See interview below:
“Today, a single person can handle data, segmentation, campaign creation, and analysis. That allows for faster execution and better returns by relying on platforms like ours,” he said.
Loyalty platform and content decisions with AI
Among the main innovations that Optimove presented at ICE Barcelona 2026, Vexelman highlighted the launch of its new Loyalty Platform, integrated directly with CRM and powered by artificial intelligence.
This solution allows the creation of engagement systems based on missions, coins, and badges, while automatically optimizing strategies thanks to the predictive models that Optimove has been developing for years for operators around the world.
In addition, he presented a new capability focused on AI-powered content decisioning, designed to help operators determine which message is most appropriate for each player and when to deliver it.
“Today, it is not difficult to generate multiple versions of content with generative AI. The real challenge is choosing the right one for each customer. Our technology allows us to do this on a large scale and automatically,” he explained.
A message for the Zona de Azar audience
To close the interview, Vexelman sent a special greeting to the Zona de Azar community and left an inspiring message for the coming year.
He wished for a successful 2026 and invited the industry to adopt the concept of Positionless Marketing, encouraging professionals to expand their impact within organizations: “May it be a year where you can do more than your role requires to deliver greater value to your customers.”
Edited by: @MaiaDigital www.zonadeazar.com