Optimove is bolstering its operations as a marketing solutions firm through the acquisition of a key stakeholder in online casino marketing.
The New York-based company reached an agreement to acquire iGaming CRM marketing specialist Smartico for an undisclosed price. The deal allows Smartico and Optimove to continue operating as independent businesses without major leadership changes for both companies, as Smartico will continue to be led by its founders.
“What makes this step especially meaningful for us is that Smartico remains fully independent, with the same leadership, the same team, and full control over our product strategy and roadmap,” said Smartico Co-founder & Chief Executive Officer Arman Gal.
“That allows us to keep moving forward as ourselves, while benefiting from greater strength and opportunity”.
The acquisition of Smartico allows Optimove to continue solidifying its presence in the online casino sector as a marketing firm that serves both iGaming and sports betting operators.
“The category now has two leading platforms. We built one, and we’ve backed the other,” said Optimove CEO Pini Yakuel.
Smartico specializes in integrating gamification in its CRM marketing practices, providing Optimove with a property that garners engagement through innovation.
Optimove will also leverage Smartico’s expertise to enhance Optimove Gamify, an AI-powered platform designed to improve customer engagement and retention.
“This partnership gives us more firepower to scale faster, serve the market even better, and continue innovating in the player engagement space we helped shape,” added Gal.
Optimove expects to close its acquisition of Smartico “in the coming weeks”.
Latest acquisition for Optimove
Optimove is acquiring Smartico as its latest major business transaction.
Last year, the marketing firm agreed to purchase gamification marketing solutions provider Adact. The solutions provider allows brands to develop gamification-focused user experiences through the delivery of lotteries, mini-games, quizzes and prediction games.
Adact has collaborated with Disney, Starbucks and Amazon.
The purchases of Smartico and Adact add to six total acquisitions for Optimove. The company also owns Graphyte, Kumulos and Axonite. Optimove is also backed by investment firm Summit Partners, which led a $75m investment in Optimove in 2021.
