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Optimove acquires Smartico and both will continue to operate fully independently

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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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Landmark Player Refund Ruling Threatens Curacao

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The sprawling tendrils of the player refund drama look to finally have ensnared Curacao, much in the way they have imperilled Malta for the past few years, after a local court ruled that a refund owed to a player in Austria must be paid by an operator based on the Caribbean island.

Experts believe the ruling marks a turning point for Curacao in the long-running player refund saga — the attempts by players to reclaim all of their losses from offshore operators in European grey markets.

Last week, the highest legal authority of the Dutch Caribbean islands — The Joint Court of Justice of Aruba, Curaçao, Sint Maarten, and of Bonaire, St. Eustatius and Saba — found in favour of an Austrian gambler.

The individual had originally won their case back in 2023, when an Austrian court ruled that she was entitled to all of the €25,518.42 lost to Raging Rhino N.V., which operates the brand LuckyDays.

This ruling is just one of thousands that have been issued in Austria and Germany over the past five years, with hundreds of millions of euros in refunds either already paid out via judgements and settlements or, more likely, blocked by gambling-friendly jurisdictions.

For the most part, this wave of pro-player judgements has created issues for Malta, where a larger number of current and former grey market gambling providers are headquartered.

That ultimately led to the infamous Bill 55, a piece of legislation which empowers judges in Malta to block rulings from foreign courts against local gambling companies, on the grounds that permitting the refunds to go ahead would violate the country’s public order.

Bill 55 remains highly controversial and is coming under sustained pressure from a series of cases currently being heard before the Court of Justice of the European Union (CJEU).

Order maintained

Curacao has also traditionally offered a friendly environment for online gambling operators, albeit with a considerably more tarnished reputation than Malta.

So it has come as a surprise to many observers that judges in the Raging Rhino case have ultimately sided with lawyers attempting to transfer a refund judgement from Austria.

According to reports in the Curacao Chronicle, Raging Rhino attempted to match the Maltese defense, arguing that allowing the refund to go through would violate Curacao’s public order

Judges also refused to allow the gambling company to re-litigate the case in any way, asserting that their task was simply establishing whether the foreign judgment could be safely recognised in Curacao.

Raging Rhino were also ordered to pay €2,286.72 in legal costs, the Chronicle said.

A tipping point

Although the volume of cash involved in this case is relatively minor, it represents the tip of a potentially vast iceberg that could cost operators in Curacao huge sums.

Lawyers and litigating funding companies have spent years finding potential clients and buying up claims from anyone who gambled in Austria and Germany with an operator without a local licence.

That includes plenty of gambling companies in Curacao, which has long hosted a bustling offshore gambling community.

Until recently, that sector was almost completely hidden by opaque layers of regulation, however recent reforms on the island have forced operators to apply for new licence and, in so doing, join a public register that displays their status.

According to that register, Raging Rhino’s Curacao licence expired on March 26, but it has an application which is currently being assessed.

Although this new era of transparency remains the target of criticism, last week’s ruling demonstrates that forcing companies out into the open is also opening them up to greater legal risk.

The Raging Rhino judgement is blood in the water for the many legal teams and litigating funding firms that have hundreds, if not thousands, of player refund cases on their books.

With major support from Malta, lawyers representing gambling companies have been fairly successful in protecting their clients, following an initial wave of settlements.

Although the tide may be gradually turning against the industry, thanks to the CJEU, pro-industry lawyers still believe that player lawyers who have spent considerable sums acquiring claims are desperate to find ways to generate income while they remain stymied by Bill 55.

A weak point in the armour of Curacao operators, who have for so long resisted any international enforcement, is likely to spur a flurry of new claims and attempts to have judgments transferred from Germany and Austria.

At least one expert in online gambling law believes that this judgment will effectively end all operations in Germany and Austria for Curacao-based companies.

This would mirror the experience of Malta, which saw its local operators pushed out of Austria by the threat of refund judgments.

Maltese firms that chose not to apply for an online slots or betting licence have also exited Germany.

With judges having established a precedent that European refund judgments can be transferred to Malta, a wave of similar cases is sure to follow, raising serious questions about the status of Curacao as a haven for the offshore online gambling industry.

The post Landmark Player Refund Ruling Threatens Curacao appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Loud Launches, Quiet Exits Why Partner Culture Outlasts Partner Acquisition

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London is a city built on institutions that never needed to announce themselves. The law firms on Chancery Lane, the private clubs in St. James’s they endure not through attention, but through trust accumulated over decades. Quietly. Consistently. Without a rebrand every two years. Which makes London an interesting backdrop for the affiliate industry’s annual conversation with itself. Because iGaming, by contrast, has mastered the art of attention.Conference floors are fluent in volume: oversized visuals, stacked merchandise, account managers with pitch decks and a practiced sense of urgency. Every programme is premium. Every stand is exclusive. What it rarely produces is what the spreadsheet actually needs: long-term ROI, partner retention, relationships worth more in year three than month one.

The Market Learned to Perform Premium. It Forgot to Practice It.

When an entire market adopts the same vocabulary premium, VIP, exclusive, top-tier the signal stops carrying information. The gifting mechanics follow the same logic: items chosen for the photograph rather than the relationship. With this approach the partner is the audience, not the counterpart.

The structural problem is this: markets that compete on noise attract partners who respond to noise, and lose them the moment a louder offer comes along. Attention is not loyalty. Activation is not retention.

High-performing affiliate partnerships share a different architecture: predictability over promises, honest communication over promotional language, consistency whether a relationship is new or years old. Strong partners don’t leave for marginal CPA improvements when the relationship itself has value they’d be giving up. That dynamic reduces churn, extends LTV, and compounds over time in ways no single activation can replicate.

Manor as Model: The Economics of Restraint

PlayamoPartners’ presence at iGB London stand H-60, 1–2 July  operates on this logic. The Manor concept takes the British manor as its central metaphor: not a venue, but a model of relationships. There is an etiquette, a code, standards that everyone inside understands. Membership implies alignment.

The aesthetic is restraint. The underlying logic is economic. Trust, in this industry, has a measurable ROI that most programmes never stop to calculate because they’re too busy announcing it.

The Code of Honor: Giving the Industry Its Memory Back

At the centre of the Manor experience is a physical book not a lookbook or catalogue, but a Code of Honor: partner feedback, written by partners themselves, accumulated across events and years. A physical record implies that what partners say is worth keeping in a form that persists that the relationship has a history worth preserving.

The iGaming industry has become extremely efficient at forgetting. Campaigns replace campaigns. Account managers cycle through. Programmes pivot quarterly. The Code of Honor is a deliberate counter to that tendency. It treats reputation not as a marketing asset but as something that grows through repeated honest interaction. An archive of trust, built over time.

Recognition Over Raffle

Partners who contribute to the Code of Honor become eligible for recognition items including a MacBook Neo 13, iPhone Air, and iPad Air. Come by on 02.07 at 14 o’clock and collect your prize.

The framing matters. These are not raffle prizes. Recognition is relational: you are who you are, and that is acknowledged. One is a CPA model applied to gifting. The other is how relationships between people who respect each other actually function.

The partners the Manor is designed for are not the ones who show up for a giveaway they’re the ones who show up to engage, to leave something of their own behind, to participate in the ongoing record of what this programme is.

Continuity of Standards

This approach isn’t new for PlayamoPartners. Past recognition has included Samsonite, Hugo Boss, TAG Heuer, Cartier, YSL. At iGB London, partners at H-60 will find Cartier wallets and MacBooks among the acknowledgements.

Premium gifting delivered consistently, to partners aligned with programme standards, across multiple years and conferences, reads differently from a one-time budget line. It signals a stable set of values with no particular need for an audience.

What Remains After the Conference Floor Clears

Rates, tools, tracking platforms are table stakes. Any serious programme can match them within a quarter. What cannot be quickly replicated is culture: honest communication, payments that arrive without chasing, account managers who know your business well enough to have an opinion about it.

Manor of PlayamoPartners arrives at iGB London not as an activation, but as a position. Behind it: a system, a reputation, a code of conduct that predates this event and will outlast it.

Stand H-60 | 1–2 July | iGB London

Contact the team:

The post Loud Launches, Quiet Exits Why Partner Culture Outlasts Partner Acquisition appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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PhilWeb Showcases Technology-Driven Growth Vision at SiGMA Asia 2026

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PhilWeb Corporation has reinforced its position as a technology-driven company at SiGMA Asia 2026, highlighting its continuing transformation through digital innovation, scalable platform solutions and strategic technology investments aligned with the rapidly evolving digital economy in Asia.

As one of the Philippines’ established technology and platform providers, PhilWeb participated in SiGMA Asia 2026 to showcase its long-term vision centered on digital infrastructure, operational scalability, customer engagement technologies and future-ready platform development. The company’s presence at the international event reflects its broader strategy of strengthening its role within the growing technology, digital entertainment and fintech ecosystem in the region.

With more than 25 years of operational experience, PhilWeb continues to evolve alongside changing market demands and technological advancements. Over the years, the company has steadily expanded its capabilities through investments in platform modernization, integrated digital systems, payment technologies and data-driven operational tools designed to support scalable and efficient business operations.

As industries across Asia continue to undergo digital transformation, PhilWeb sees increasing opportunities in technology-enabled ecosystems where connectivity, automation, customer experience and operational efficiency play increasingly important roles in long-term business growth.

At SiGMA Asia 2026, the company highlighted initiatives focused on strengthening its digital ecosystem through improved platform capabilities, enhanced payment integration infrastructure and technology solutions designed to support seamless experiences across both physical and digital customer environments.

PhilWeb also emphasised the growing importance of integrated platforms and scalable digital operations as consumer behaviour continues to shift toward more connected and technology-driven experiences. The company continues to adapt to these evolving trends by exploring innovations that improve accessibility, operational flexibility and customer engagement.

Participation at SiGMA Asia 2026 also provided PhilWeb with opportunities to engage with international technology firms, fintech companies, digital infrastructure providers, payment solutions companies and regional business partners as it continues to strengthen its long-term growth strategy.

Beyond technology expansion, PhilWeb continues to prioritise governance, compliance-driven systems, operational transparency and sustainable business.

The post PhilWeb Showcases Technology-Driven Growth Vision at SiGMA Asia 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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