In a crowded iGaming supplier market, where differentiation is increasingly difficult, Optimove is repositioning partnerships as a core commercial strategy rather than a supporting function. The CRM provider argues that long-term growth is driven less by transactional relationships and more by sustained, high-trust collaboration across the ecosystem.

This approach was discussed on a recent episode of the iGaming Daily podcast, recorded live from the ICE show floor. Fernando Noodt was joined by Adi Dagan, Senior Director of Partnerships at Optimove, to outline how the company’s partnership model has evolved alongside its global expansion.

After 14 years focused primarily on product development, Optimove has shifted its emphasis towards partnerships as a scalable route into new markets. Dagan explained that the objective is to work closely with platforms, consultants and service providers to reduce implementation friction and deliver measurable results for operators.

Rather than pursuing volume-based alliances, Optimove’s model is built around three defined pillars: mutual commercial value, deep technical integration, and joint educational marketing. According to Dagan, alignment across all three areas is essential for partnerships to generate sustained returns.

To assess partner performance and identify gaps, Optimove recently conducted testimonial sessions at ICE, gathering structured feedback from gaming platforms and consultants. The aim was to benchmark delivery standards and ensure that integrations translate into tangible operator outcomes.

Dagan described effective partnerships as a “win-win-win” scenario. Strong technical alignment with platform partners improves campaign execution and data usage for operators, which in turn drives higher retention and revenue, while strengthening the platform’s own value proposition.

The discussion also highlighted several operational trends shaping Optimove’s roadmap. Retention was identified as the primary performance driver in iGaming, with Optimove using aggregated data from more than 1,000 clients to help partners benchmark results and avoid common implementation errors. Responsible CRM was another focus, with the platform enabling operators to enforce local regulatory restrictions, such as channel or contact limits, directly within campaign logic.

Looking ahead, Dagan stated that Optimove’s priority is not expanding its partner network, but deepening existing relationships. The company sees closer operational alignment with partners as a key lever for growth in an increasingly regulated and competitive market.