Optimove has introduced a new “zero integration” loyalty and gamification platform designed to reduce the technical workload associated with iGaming retention strategies.

Launched at ICE and discussed on iGaming Daily, the infrastructure removes the need for repeated engineering input when deploying missions, tournaments and loyalty mechanics. The product allows operators to configure player journeys directly, without additional development cycles.

Speaking at the event, Kalev Karpuk, Director of Gamification at Optimove, said the platform addresses the industry’s reliance on outdated badge-and-point systems. He stated that once the core platform is enabled, no further integration is required.

“If you flip a switch then everything already works,” Karpuk said. “It’s about configuration – choosing events, attributes and the mission type.”

The system builds on the mini-game technology of Adact, acquired by Optimove, and extends it into a broader loyalty framework. The aim is to allow operators to adjust campaigns in real time while reducing operational costs and deployment delays.

During the discussion, Karpuk outlined two common operator mistakes: limiting gamification visibility and creating finite campaign loops. He argued that loyalty features should be public, allowing players to display achievements and view profiles.

He also warned against time-limited mechanics that fail to sustain long-term engagement, stating that effective gamification must operate as an ongoing loop.

The platform also links loyalty mechanics with external marketing channels. SMS and email interactions can trigger rewards within the gamification system, connecting CRM outreach with in-platform incentives.

Optimove is currently offering the product in a showcase phase, allowing clients to test it using live data. A full public release is scheduled for March.

The roadmap includes battle passes, reward stores, multilingual functionality and integrations with 3D avatar models.