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Optimove acquires Smartico and both will continue to operate fully independently

Published

3 hours ago

April 7, 2026

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Optimove, the creator of the Positionless Marketing concept and the number one solution for player engagement in iGaming and sports betting, today announced the acquisition of Smartico, the company that pioneered the combination of CRM and gamification in the iGaming segment.

As part of the agreement, both Optimove and Smartico will continue to operate as fully independent companies, maintaining their own brands, teams, product strategies, roadmaps, and market approaches. Smartico’s founders will remain at the helm, with full autonomy over strategy, product development, and day to day operations. Other specific terms of the transaction will remain confidential by mutual agreement.

The acquisition comes at a time of continued global growth in the online gaming sector. According to the report Online Gambling Market: Global Trends, Regulation & Forecast 2025–2033, the global online betting market reached $95.3 billion in 2024 and is expected to grow to $185.17 billion by 2033.

At the same time, complexity is increasing across all major regions, from mature European markets facing regulatory evolution, to a fragmented landscape in the United States, as well as fast growing regions such as Latin America, Africa, and Asia. For operators navigating this environment, having reliable CRM platform options has never been more critical.

Optimove pioneered marketing CRM for iGaming, creating the category and helping structure the market. Over time, other companies entered the space. One stood out: Smartico, which introduced the combination of gamification with marketing CRM, a truly innovative approach at the time, and built a strong business around it.

This acquisition brings together two of the leading platforms in the sector, reinforcing Optimove’s leadership at a time when the iGaming CRM market is evolving from a growth phase into a more mature stage.

The two companies have distinct origins. Optimove was built on a foundation of data analytics and today leverages advanced intelligence to power AI driven decisioning agents that help operators understand, segment, and engage players with personalized messaging.

Smartico, on the other hand, revolutionized CRM by embedding gamification directly into the player experience, driving deeper and more meaningful engagement. The company is now expanding this advantage by integrating internally developed generative AI across its entire platform, further elevating its level of innovation. Together, they represent two foundational approaches to iGaming CRM. As independent companies, they will continue to innovate and strengthen the sector.

“What impressed us about Smartico was the combination of product strength, service excellence, and the way the company was built,” said Pini Yakuel, Founder and CEO of Optimove. “Like Optimove, they built a strong business independently, without external capital.

What started as a project among four enthusiasts driven by the challenge of player retention quickly became something highly significant. They made smart investments, built a high caliber team, and delivered real value to their customers.

Smartico stood out as the most notable competitor because they did something original. They were the first to combine gamification and marketing CRM as a clear competitive advantage for iGaming operators. Today, this category has two leading platforms. We built one and now support the other.”

Arman Gal, CEO and Co founder of Smartico, said, “We are proud to join forces with Optimove at such an important moment for CRM in iGaming.

From the beginning, we built Smartico with a clear product vision, strong execution capabilities, and a genuine commitment to delivering real value to our clients. We appreciate the trust that Pini and the entire Optimove team have placed in what we have built.

What makes this moment even more meaningful is that Smartico remains fully independent, with the same leadership, the same team, and full control over our strategy and product roadmap. This allows us to continue advancing with our identity while expanding our growth capacity.

This partnership gives us even greater strength to scale দ্রুত, better serve the market, and continue innovating in the player engagement space we helped shape.”

Independent operation and competition

Smartico will continue operating as an independent business unit. Its founders will remain responsible for strategy, product roadmap, and daily operations, and its clients will continue to receive the same team, product, pricing structure, and service model. The difference is that the company now benefits from the support of a strong investor.

Both companies will continue investing in their respective platforms and competing in the market. Optimove, for example, will keep advancing Optimove Gamify, its loyalty and gamification platform, while driving CRM forward in the era of Positionless Marketing. Smartico will continue executing its own roadmap independently. This dynamic is intentional, as both companies believe that competition drives innovation and delivers better outcomes for iGaming operators.

Leadership in iGaming CRM and artificial intelligence

As the pioneer of marketing CRM for iGaming, Optimove created this category and continues to lead its evolution. The company has been at the forefront of AI driven marketing innovation since 2012, when it began embedding artificial intelligence directly into its platform, paving the way for today’s AI powered decisioning agents that shape the industry.

Today, its Positionless Marketing platform enables marketers to break free from traditional role limitations by managing AI agents across the entire workflow, orchestrating highly personalized campaigns in real time and at scale. This approach has already been proven to increase campaign efficiency by 88 percent.

This agreement marks a defining moment for the iGaming industry, demonstrating that the category created by Optimove has become one of the most dynamic and relevant disciplines in modern marketing.

The post Optimove acquires Smartico and both will continue to operate fully independently appeared first on Americas iGaming & Sports Betting News.

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THE ESPORTS AWARDS RETURNS IN 2026 FOR A CELEBRATION OF ESPORTS EXCELLENCE

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eSports

Esports Awards 2026 Returns for Global Honors

Published

3 hours ago

April 7, 2026

Wladimir P.

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The Esports Awards is set to return in 2026, bringing together the global esports community for its annual celebration of excellence.

Scheduled to take place in North America later this year, the awards will honor the top players, teams, creators, and innovators who defined the past year in competitive gaming. Exact dates and venues will be revealed in the coming months.

Last year marked a major milestone for the Esports Awards, celebrating 10 years of esports achievements at the HyperX Arena in Las Vegas. The ceremony recognized industry icons such as Mathieu “Zywoo” Herbaut, iShowSpeed, and Animesh “Thug” Agarwal, while inducting six new members into the Lifetime Achievement in Esports: Class of 2025. Earlier in 2025, the Esports Awards hosted the one-off Decade Awards, which drew a global audience of 36.25 million live viewers.

For the 2026 edition, fan-favorite categories such as Esports Game of the Year, Esports Personality of the Year, Streamer of the Year, and Esports Team of the Year will return, giving fans a direct voice in recognizing the standout moments and figures in esports over the past year. Winners will be determined through a combination of community voting and input from the Esports Awards Panel, which includes seasoned industry veterans, broadcasters, creators, and professional players, ensuring both credibility and integrity.

In addition to the main ceremony, the Esports Awards Golf Invitational will make a comeback, offering a day of networking and friendly competition for industry leaders, creators, and esports competitors ahead of the awards.

Michael Ashford, CEO of the Esports Awards, said: “The Esports Awards continues to shine a spotlight on the very best in esports and gaming, and we’re pleased to return for 2026. Following the success of the Decade Awards and our 10th anniversary celebrations, we look forward to recognizing the individuals, teams, and moments that defined the past year in esports.”

Fans are encouraged to follow the Esports Awards’ official X account for updates on venues, dates, nominees, and voting.

The post Esports Awards 2026 Returns for Global Honors appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Acquisition

Optimove Buys Smartico, Keeps Independence

Published

3 hours ago

April 7, 2026

Wladimir P.

optimove-buys-smartico,-keeps-independence

In a strategic move set to reshape the competitive landscape of iGaming marketing technology, Optimove has announced the acquisition of Smartico. Despite the deal, both companies will continue to operate independently—preserving their brands, leadership teams, and product strategies.

This acquisition comes at a pivotal moment for the global online gambling industry. According to recent market research, the sector reached an estimated $95.3 billion in 2024 and is projected to nearly double to $185.17 billion by 2033. As the industry scales, so does its complexity, driven by evolving regulations in Europe, fragmentation in the United States, and rapid expansion across Latin America, Africa, and Asia. In this environment, robust customer relationship management (CRM) solutions are no longer optional—they are essential.

A Strategic Alliance Without Integration

Unlike traditional acquisitions that lead to integration, Optimove’s approach is notably different. Smartico will remain a fully autonomous business unit, with its founders continuing to lead strategic direction, product development, and day-to-day operations. Clients can expect no disruption in services, pricing, or product offerings.

This independence reflects a deliberate strategy: fostering competition within the same ecosystem. Both companies will continue to innovate separately, pushing each other—and the broader industry—forward.

Two Distinct Visions of iGaming CRM

The deal unites two of the most influential approaches to CRM in iGaming:

Optimove built its reputation on advanced data analytics and AI-driven marketing. As the originator of the “Positionless Marketing” concept, the company enables marketers to orchestrate campaigns using intelligent agents that deliver hyper-personalized experiences at scale. This approach has reportedly improved campaign efficiency by up to 88%.
Smartico, on the other hand, carved out its niche by integrating gamification directly into CRM systems. By embedding game-like mechanics into player engagement strategies, Smartico has helped operators drive deeper interaction and retention. The company is now advancing further by incorporating generative AI across its platform.

Together, these two philosophies—data-centric intelligence and gamified engagement—represent the future of player retention and marketing in iGaming.

Strengthening Market Leadership

According to Pini Yakuel, the decision to acquire Smartico was driven by its originality and execution. He emphasized that Smartico stood out as a competitor due to its pioneering role in combining gamification with CRM—an innovation that has since become a key differentiator in the market.

Similarly, Arman Gal highlighted that the partnership allows Smartico to scale faster while maintaining its identity. With Optimove’s backing, the company gains additional resources to expand its innovation capabilities and global reach.

Competition as a Catalyst for Innovation

Interestingly, both companies will continue to compete in the same market. Optimove will further develop its gamification solution, Optimove Gamify, while Smartico continues executing its independent roadmap. This dual-track strategy is rooted in the belief that competition drives better outcomes for operators.

Rather than consolidating power, the acquisition creates a dynamic ecosystem where two leading platforms evolve side by side—each pushing the boundaries of what CRM can achieve in iGaming.

The Role of AI in the Next Phase of Growth

Artificial intelligence remains at the core of this transformation. Optimove has been embedding AI into its platform since 2012, long before it became industry standard. Today, its AI-powered decisioning agents enable real-time campaign orchestration across multiple channels.

Smartico is following a similar trajectory, integrating generative AI to enhance its gamification-driven engagement model. This convergence signals a broader trend: the fusion of AI, CRM, and user experience design as the next frontier in digital marketing.

A Defining Moment for iGaming Marketing

This acquisition underscores the maturation of the iGaming CRM sector. What began as a niche category has evolved into a critical component of modern marketing infrastructure. With two leading innovators now aligned—yet independent—the industry is poised for accelerated innovation.

For operators navigating an increasingly complex global market, the message is clear: the future belongs to those who can combine data intelligence, personalization, and immersive engagement.

THE ESPORTS AWARDS RETURNS IN 2026 FOR A CELEBRATION OF ESPORTS EXCELLENCE

Published

3 hours ago

April 7, 2026

GamingAmericas.com

the-esports-awards-returns-in-2026-for-a-celebration-of-esports-excellence

The Esports Awards will return later this year for its 2026 edition, taking place in North America and honouring the outstanding players, teams, creators and innovators of the past year in esports
Last year marked a major milestone for the Esports Awards, celebrating 10 years of excellence at the HyperX Arena, alongside the one-off Decade Awards, which reached 36.25M live views globally
The Esports Awards Golf Invitational will also return, bringing together industry leaders, creators and competitors for a day of networking and competition ahead of the main ceremony
Full details on the venue, date, nominees and voting will be revealed in the coming months

The Esports Awards has announced the return of its annual ceremony for 2026. Bringing together the global esports community under one roof, the Esports Awards will once again recognise the players, teams, creators and innovators who have defined the past year. The ceremony will take place in North America later this year, with exact dates and venue to be revealed in the coming months.

Last year’s edition of the Esports Awards marked a significant milestone, celebrating 10 years of esports excellence at the HyperX Arena in Las Vegas. The ceremony honoured some of the industry’s most recognised figures, including Mathieu “Zywoo” Herbaut, iShowSpeed and Animesh “Thug” Agarwal, while welcoming six new inductees into the Lifetime Achievement in Esports: Class of 2025 award. Earlier in the year, the Esports Awards also hosted the one-off Decade Awards in August, presented by Trevor “Quickshot” Henry, Jessica “JessGOAT” Bolden and Barney Banks, reaching 36.25M live views globally.

For the 2026 edition, fan-favourite categories including Esports Game of the Year, Esports Personality of the Year, Streamer of the Year and Esports Team of the Year will return, giving the community a voice in recognising the moments and individuals that shaped the past year in esports.

Winners will be determined through a combination of community voting and input from the Esports Awards Panel, a group of industry veterans, broadcasters, creators and players, ensuring the integrity and credibility of the awards.

In addition to the main ceremony, the Esports Awards Golf Invitational will return, bringing together industry leaders, creators and competitors for a day of networking and competition ahead of the awards.

“The Esports Awards continues to shine a spotlight on the very best in esports and gaming, and we’re pleased to return for 2026” said Michael Ashford, CEO of the Esports Awards. “Following the success of the Decade Awards and our 10th anniversary celebrations, we look forward to recognising the individuals, teams and moments that defined the past year in esports.”

Further updates regarding the venue, date, nominees and voting will be announced in the coming months. Fans are encouraged to follow the Esports Awards’ X account for the latest updates.

The post THE ESPORTS AWARDS RETURNS IN 2026 FOR A CELEBRATION OF ESPORTS EXCELLENCE appeared first on Americas iGaming & Sports Betting News.