Marketing technology provider Optimove has announced plans to acquire Smartico, a company known for its gamification-driven CRM solutions in the iGaming sector. The deal is expected to be finalized in the coming weeks, although financial details have not been disclosed.
Following the acquisition, both companies will continue to operate independently, retaining their respective brands, teams, and product strategies. Smartico’s founders will remain in charge of the company, overseeing its roadmap and day-to-day operations.
The move comes amid rapid growth in the global online gambling market, which is becoming increasingly complex due to evolving regulations and regional fragmentation. In this environment, demand for advanced CRM and player engagement tools continues to rise.
Optimove, widely recognized for its data-driven CRM marketing platform and AI-powered decisioning capabilities, has long been a key player in the iGaming space. Smartico, on the other hand, has built its reputation by integrating gamification directly into CRM workflows, enhancing player engagement through missions, rewards and interactive experiences.
By bringing the two companies under one umbrella, the acquisition combines complementary strengths, advanced analytics and AI from Optimove with Smartico’s gamification-first approach. Despite the shared ownership, both companies will continue to develop their products separately and even compete in the market, a strategy they believe will foster continued innovation.
For Smartico’s existing clients, no immediate changes are expected. The company will maintain its current services, pricing and support structure, now backed by additional resources from Optimove.
Overall, the deal reinforces Optimove’s position in the evolving iGaming CRM landscape, as the sector shifts toward more mature, AI-driven marketing and engagement solutions.
