Optimove has agreed definitive terms to acquire Smartico to advance its ‘positionless marketing’ capabilities for all iGaming clients.

Announced on Easter Monday (6 April), Optimove declared that the Smartico deal will see it become a global leader across CRM marketing and gamification disciplines.

Of significance, the acquisition will enhance Optimove’s dedicated services for the global iGaming sector, as leadership eyes strengthening its marketing systems for a market projected to reach $185bn (£140bn) in value by 2033.

As detailed to media: “Optimove blazed the trail in CRM marketing for iGaming, creating the category and building the market. Over time, Optimove watched peers enter the space. One stood out. Smartico was the company that brought gamification combined with CRM marketing to the iGaming industry.”

Founded in 2019 by Arman Gal, Chief Executive Officer, and Yuval Mechoullam, Smartico has built a comprehensive CRM system for iGaming operators, covering automation, gamification, F2P mini-games, bonus engines, jackpots and risk modelling.

Smartico remains autonomous

Under the terms of the agreement, Smartico will continue to operate as a fully independent business, maintaining its leadership team, product roadmap and client services. Optimove emphasised that there will be no disruption to Smartico’s existing customers, with the company retaining its commercial and operational autonomy.

Gal underlined that the agreement was structured to preserve Smartico’s independence, while unlocking new growth opportunities: “From day one, Smartico was built with a clear vision to make player engagement more dynamic, more rewarding and ultimately more effective for operators. Joining forces with Optimove validates that vision, but importantly, it doesn’t change who we are.

“We remain fully independent, with the same leadership, the same roadmap and the same commitment to our clients. What this partnership gives us is scale — more resources, more reach and more ability to innovate faster in a market that is becoming increasingly complex.”

Gal further noted that the combined strength of both companies would allow Smartico to accelerate its product development across gamification and real-time engagement tools, while continuing to compete directly in the CRM space.

Optimove shows hand

At March’s Optimove Conference in London, its Founder and CEO Pini Yakuel informed SBC that the company was finalising terms on a “seismic M&A for iGaming partners”, set to be announced in the coming weeks.

The Smartico deal means that Yakuel has completed his sixth M&A as founder, following Optimove’s $75m strategic capital raise, through which the company has integrated a suite of technologies including Adact (gamification engine), Graphyte (personalisation), Kumulos (messaging), Axonite (marketing data) and DynamicMail.

Expanding on the rationale behind the acquisition, Yakuel emphasised that Smartico stood apart in a crowded field of CRM challengers:

He said: “What impressed us about Smartico is not just the product, but how the company was built. Like us, they bootstrapped, they stayed disciplined, and they focused relentlessly on delivering real value to operators. In a market where many followed, Smartico created something genuinely original — bringing gamification into CRM as a core engagement driver.

“This is not about consolidation for the sake of scale. It’s about backing a company that shaped the same category from a different angle. We built one path into iGaming CRM, and with Smartico, we are reinforcing another. That’s how the market evolves.”

Yakuel added that the transaction reflects Optimove’s long-term strategy to expand its “positionless marketing” vision, integrating complementary technologies while maintaining competitive tension within the market.

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