Optimove has agreed to acquire Smartico
The marketing platform Optimove has agreed to acquire Smartico, a CRM solutions developer operating in the iGaming sector. The closure of the deal is expected in the coming weeks. Its financial terms have not been disclosed.
After the deal is finalized, Optimove and Smartico will continue to operate independently, retaining their brands, teams, and product strategies. The founders of Smartico will remain at the helm of the company and continue to oversee its growth and operations. No immediate changes are expected for current Smartico clients.
In recent years, Optimove has actively developed AI-based marketing tools. Meanwhile, Smartico focuses on gamifying CRM processes through various interactive mechanics, tasks, rewards, and other features to enhance engagement. Combining their assets will strengthen their capabilities.
The deal comes amid the growth of the global online gambling market and increased regulatory complexities in various regions, which boosts the demand for advanced CRM systems and user retention tools.