Optimove is a customer relationship management and marketing platform founded in Tel Aviv in 2009 with headquarters in New York and Tel Aviv, whose CRM marketing software is used by online gambling operators to segment players, orchestrate multichannel campaigns across email, SMS, push, in-app and on-site channels, personalise offers with predictive models and measure incremental impact through built-in control groups. iGaming is its largest vertical, with several hundred operator clients in Europe, North America and Latin America, and the platform integrates responsible-gambling suppression rules and consent management into campaign execution.
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Rather than compete with Smartico, Optimove has decided to own it. The deal reshapes the iGaming CRM landscape and signals where the real battleground for player engagement is heading.