Optimove Acquires Smartico to Strengthen Positionless Marketing in iGaming

Optimove has finalized its acquisition of Smartico, a strategic move aimed at advancing its ‘positionless marketing’ capabilities within the iGaming sector. Announced on Easter Monday, the deal positions Optimove as a global leader in CRM marketing and gamification, catering to a market projected to reach $185 billion by 2033.

The acquisition underscores Optimove‘s commitment to innovation in iGaming, as it integrates Smartico‘s expertise in gamification and CRM marketing. According to Optimove, Smartico was uniquely positioned to bring gamification into CRM as a core engagement driver, setting it apart from competitors.

Smartico, founded in 2019 by Arman Gal, Chief Executive Officer, and Yuval Mechoullam, has developed a comprehensive CRM system for iGaming operators. This system includes automation, gamification, F2P mini-games, bonus engines, jackpots, and risk modeling.

Under the terms of the agreement, Smartico will continue to operate independently, maintaining its leadership team, product roadmap, and client services. Arman Gal emphasized the partnership’s benefits, stating: ‘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 while unlocking new growth opportunities through scale, resources, and innovation.’

Gal further noted that the partnership would allow Smartico to accelerate product development in gamification and real-time engagement tools, while continuing to compete directly in the CRM space. Optimove‘s Founder and CEO, Pini Yakuel, highlighted the strategic significance of the acquisition, saying: ‘What impressed us about Smartico is not just the product, but how the company was built. They bootstrapped, stayed disciplined, and focused on delivering real value to operators. This is about backing a company that shaped the same category from a different angle.’

Yakuel added that the transaction aligns with Optimove‘s long-term strategy to expand its ‘positionless marketing’ vision, integrating complementary technologies while maintaining competitive tension within the market. This acquisition marks Optimove‘s sixth M&A as founder, following its $75 million strategic capital raise and integration of technologies like Adact, Graphyte, Kumulos, Axonite, and DynamicMail.