Optimove has acquired Smartico, strengthening its position in the iGaming CRM sector as competition intensifies across B2B marketing.

The deal adds Smartico’s gamification tools to Optimove’s retention offering, as operators look for clearer differentiation in saturated markets.

Speaking on a special episode of the iGaming Daily podcast, VP of Revenue Motti Colman said the acquisition was driven by limited overlap between the two companies’ client bases. This allows Optimove to expand its reach without impacting existing partnerships.

Smartico will continue to operate independently, with Colman stressing the importance of preserving its founder-led structure and market identity.

“When the space becomes crowded and operators struggle to tell vendors apart, that’s the time to make a move,” he said.

The podcast also examined the role of AI in CRM. Colman separated “AI automation”, used to scale campaigns, from “AI decisioning”, which selects the most effective action for each user.

This capability is critical during major sporting events, where operators must respond quickly to live changes and user behaviour.

The discussion also focused on margin pressure across the sector. With customer acquisition costs still high, operators are prioritising efficiency and reducing wasted spend.

Colman highlighted bonus optimisation as a key issue, noting that incentives are often given to players who would deposit regardless.