The Mill Adventure (TMA) has strengthened its integration with Optimove to expand player engagement and CRM capabilities for iGaming operators, the companies said.

TMA said the enhanced integration adds deeper audience segmentation, including Optimove’s Target Group Discovery, to help operators build granular player profiles and activate engagement based on player behaviour and preferences.

The update also connects Optimove directly to TMA’s proprietary bonus engine, which TMA said allows operators to trigger and distribute personalised rewards within CRM journeys. Messaging can be orchestrated through Optimove across email, SMS, web and mobile push notifications, as well as inbox messaging.

Bjørnar Heggernes, CCO at The Mill Adventure, said: “We are focused on equipping operators with the right tools they need to deliver meaningful, data-driven engagement at scale. This enhanced integration with Optimove strengthens our ability to support highly personalised player journeys, combining powerful segmentation, real-time communication and seamless reward execution within a unified platform.

“By bringing these capabilities together, we are helping our partners simplify their operations while delivering richer, more relevant experiences that drive long-term value.”

Adi Dagan, Senior Director of Partnership at Optimove, said: “The Mill Adventure’s iGaming operators benefit from its scalable and automated tools for optimising their casino suite. With this integration, The Mill Adventure operators can use real-time data, advanced segmentation and multichannel orchestration to deliver more relevant player experiences and act on them faster.

“Our partnership with The Mill Adventure represents a significant step forward in enabling operators to execute smarter, more effective CRM strategies. We are excited to support TMA’s continued growth as they empower operators to build deeper, more meaningful relationships with their players.”

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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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Finnish iGaming platform provider Finnplay has revealed the introduction of Titan 3.0, a significant upgrade to its Titan® iGaming platform, featuring the most comprehensive addition of functionalities the company has ever implemented.

Titan 3.0 brings a wide range of new features aimed at enhancing campaign management, boosting player-specific control, and improving operational efficiency, granting operators more flexibility while expanding in regulated markets. Titan 3.0 iGaming platform enhances Finnplay’s established platform framework and signifies the firm’s most significant investment in a platform so far. The update reflects direct feedback from operators in various markets and emphasizes actionable enhancements that facilitate clearer player paths, enhanced personalization, and scalable compliance.

“Titan 3.0 is a focused evolution of the platform and Finnplay’s largest product investment to date,” said Jaakko Soininen, Managing Director at Finnplay. “The feedback from our operators has been extremely positive. These are capabilities that have been long awaited, and they are designed to help operators take their business to the next level while maintaining the stability and regulatory readiness Titan is known for.”

Key enhancements in Titan 3.0 include new multiwallet capabilities, improved campaign and reward tools, and upgraded segmentation features like player tags. Product blocking is implemented at the category level, enabling operators to limit access to particular game categories while still permitting access to others, in accordance with responsible gaming standards.

Titan 3.0 enhances CRM and marketing functions via a bidirectional integration with Optimove, in addition to better system communications, new tournament structures, and instant data transfer to external services. A revamped Back Office is also intended for a future release, focused on enhancing usability and workflow effectiveness.

Titan® continues to be an open and flexible platform that accommodates more than 100 game providers and over 80 payment service providers, ensuring complete adherence to compliance and responsible gaming standards across various regulated areas.

A product overview video interview with Managing Director Jaakko Soininen is available here: https://www.youtube.com/watch?v=NhdBuI_Pkm4

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