Smartico Deal Boosts Optimove’s CRM Leadership in iGaming

Optimove has completed its acquisition of Smartico, a move designed to bolster its ‘positionless marketing’ approach in the iGaming industry. The deal, announced on Easter Monday, aims to solidify Optimove‘s leadership in CRM marketing and gamification, targeting a market expected to grow to $185 billion by 2033.

The acquisition highlights Optimove‘s focus on innovation, integrating Smartico‘s expertise in gamification and CRM marketing. Optimove noted that Smartico uniquely combined gamification with CRM marketing, creating a distinct advantage in the iGaming sector.

Smartico, established in 2019 by Arman Gal, CEO, and Yuval Mechoullam, has developed a comprehensive CRM platform for iGaming operators. This platform includes features such as automation, gamification, free-to-play mini-games, bonus engines, jackpots, and risk modeling.

Despite the acquisition, Smartico will retain its autonomy, including its leadership team, product roadmap, and client services. Arman Gal commented on the partnership, saying: ‘From day one, Smartico was built with a clear vision to make player engagement more dynamic and rewarding. 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 complex market.’

Gal also mentioned that the combined strength of both companies would accelerate Smartico‘s product development in gamification and real-time engagement tools. Pini Yakuel, Founder and CEO of Optimove, shared his perspective on the acquisition, stating: ‘What impressed us about Smartico is not just the product, but how the company was built. Like us, they bootstrapped, stayed disciplined, and focused on delivering real value to operators. This is not about consolidation for 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 emphasized that the transaction reflects Optimove‘s long-term strategy to expand its ‘positionless marketing’ vision, integrating complementary technologies while maintaining competitive dynamics within the market. This acquisition is the sixth M&A initiative led by Yakuel since Optimove‘s $75 million strategic capital raise, which included integrating technologies like Adact, Graphyte, Kumulos, Axonite, and DynamicMail.