Turnkey iGaming platform Betable has promoted Daniel Shannon to the newly created role of Director of Growth, as the company prepares for its next phase of expansion in regulated markets.

In his new position, Shannon will lead Betable’s growth strategy across key territories, including the UK and the Philippines, with several major deals expected to be finalised in the near future.

Shannon previously served as Head of Acquisition at Betable and brings additional experience from senior roles at Manchester-based CBS Global Marketing.

As Director of Growth, he will be responsible for driving commercial performance, scaling revenue, optimising operations, and expanding Betable’s presence across global regulated markets.

Charlie Noble, COO at Betable, said:
“Dan has quickly become an integral part of the Betable team, and this promotion reflects both his impact and our confidence in his ability to lead the business forward. As we continue to grow in regulated markets, his commercial insight and operational focus will be invaluable.”

Daniel Shannon, Director of Growth at Betable, added:
“I’m excited to take on this role at such a pivotal time for Betable. We’ve built strong foundations, and the focus now is on scaling that success into new regulated markets, strengthening partnerships, and delivering consistent growth. There’s a significant opportunity ahead, and I’m looking forward to helping the business realise it.”

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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.

Similar Content

A high-authority source covering similar developments in iGaming and martech is:

• Forbes – Known for in-depth coverage of tech acquisitions and marketing innovation. A relevant article on AI-driven marketing trends in gaming and customer engagement can be found on their platform.

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Alea, the leading aggregator with the largest portfolio of certified games in Brazil, is returning to SiGMA South America 2026, held from April 7–10 in São Paulo, as the country’s regulated landscape continues to settle into a more structured and competitive phase.

After the initial excitement of market entry, operators are now focusing on the everyday realities of running in a formalized environment: keeping systems stable, ensuring games and platforms are certified, and meeting the expectations of a maturing player base. The conversation has shifted from launch milestones toward long-term growth and sustainable operations.

Alea CEO Jordi Sendra is attending the event alongside teams from partnerships, account management, business development, and marketing. The group will be based at Booth N145 throughout the week, meeting with operators and studios to discuss ongoing projects and the practical challenges they are facing in Brazil.

Bridging the Gap: The Future of Land-Based and Digital Gaming

On Wednesday, 8 April at 12:45, Jordi Sendra will join the panel “Physical or Digital? Between Boundaries and Convergences in the Casino Industry.” Alongside representatives from ANCASSINOS, Sportradar, Zitro Digital, Amusnet, and Maia Yoshiyasu Advogados, the session explores how operators can stay competitive as the lines between land-based and online gaming continue to blur.

Oxygen Bar and Award Recognition

Alea will once again host its signature oxygen bar on the exhibition floor, offering a space to recharge and have focused conversations. The event also marks a milestone for the company, as Alea is shortlisted for Best Aggregator at the SiGMA South America Awards on 6 April.

“Being nominated in Brazil this year carries a lot of weight for us,” says Jordi Sendra. “The market has raised the bar for everyone. It’s pushed us to be more disciplined, more present, and more focused on what the local player actually needs. For our team, this is a great recognition of the miles we’ve put in on the ground and the relationships we’ve built with our partners across the region.”

Supporting Growth in a Maturing Landscape

Between the panel session and the meetings at the booth, the week is centered on providing the practical guidance and technical support that operators now need to grow with confidence. As the aggregator with the largest portfolio of certified games and game providers in the territory, Alea’s focus remains on helping its partners navigate the complexities of a more structured environment, ensuring both studios and operators stay competitive as the landscape continues to mature.

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