Optimove, a premier player engagement solutions provider to the iGaming industry and creator of Positionless Marketing, announced that it has signed a deal to acquire CRM specialist Smartico. The transaction is expected to be completed within a few weeks.
Optimove Created One of the Two Leading CRM Platforms and Backed the Other
According to the announcement, Optimove and Smartico will retain a degree of independence from one another and continue to operate as fully independent businesses. Even after the deal closes, the two will keep their brand, team, product strategy, roadmap, and market approach. Smartico’s leadership will also remain in place.
Optimove, which is the creator of the Positionless Marketing solution, said that the deal seeks to capitalize on the current growth of iGaming. It cited recent reports, which forecast continued growth in the coming years, with experts projecting a doubling of the global iGaming market by 2033. However, this growth and the launches of new markets mean that navigating the complex iGaming landscape is increasingly difficult. As a result, CRM marketing platforms hold an increasing importance in this evolving space.
The acquisition of Smartico will reinforce Optimove’s already impressive CRM solutions stack, setting up the two businesses for future success. Optimove leaders noted that the CRM category now has two leading platforms – one created by Optimove and one backed by it.
Company Leaders Hailed the Agreement
Company leaders commented on the acquisition, expressing excitement about the opportunity to work together. Pini Yakuel, Optimove’s founder and chief executive officer, said that his team has been impressed by Smartico’s combination of product strength, service excellence, and the overall way in which it has built its company.
They [Optimove] made smart investments, built an excellent team, and delivered genuine value to clients. Smartico was the competitor that stood out, and that’s because they did something original: they were first to bring gamification and CRM marketing together as a compelling marketing advantage that iGaming operators adopted.
Pini Yakuel, founder & CEO, Optimove
Arman Gal, Smartico’s co-founder and CEO, was similarly pleased. He said that his team is proud to join forces with Optimove at such an important moment for the iGaming CRM industry. Gal added that the fact that Sportico will keep its independence was especially meaningful to his team.
That allows us to keep moving forward as ourselves, while benefiting from greater strength and opportunity. This partnership gives us more firepower to scale faster, serve the market even better, and continue innovating in the player engagement space we helped shape.
Arman Gal, co-founder & CEO, Smartico
The exact terms of the deal, however, were undisclosed.
