Optimove Acquires Smartico in iGaming CRM Transaction

(AsiaGameHub) –   Optimove has entered into an agreement to acquire Smartico, with the deal structured to allow both companies to operate independently. Their respective brands, teams, product roadmaps, and day-to-day operational control will remain separate, and the Smartico founding team will retain full authority over the company’s strategy and daily operations. The transaction was announced on April 6 and is expected to close in the coming weeks, with no financial terms disclosed.

---

Good to Know

• The founding team of Smartico — Arman Gal, Anton Antropov, Sergey Kobitskiy, and Yuval Mechoullam — will continue to lead the company.
• Smartico’s product suite encompasses CRM automation tools, gamification features, bonus utilities, AI models, jackpot systems, free-to-play mini-games, and raffle platforms.
• This acquisition marks Optimove’s fourth, following its purchases of DynamicMail, Axonite, and Adact.

---

Optimove Maintains Smartico’s Independence in New CRM Acquisition

Instead of folding Smartico into its existing product stack, Optimove is supporting a dual-brand framework. This choice is significant because both companies compete in the same iGaming CRM market: Optimove focuses on data-driven CRM and AI-powered decisioning tools, while Smartico has built its brand around CRM solutions directly integrated with gamification. Optimove has confirmed that both platforms will continue to compete in the marketplace.

The timing of the deal is not arbitrary. Optimove cited that the global online gambling market was valued at $95.3 billion in 2024, with industry forecasts projecting a value of $185.17 billion by 2033, even as operators face increasingly regulated markets and heightened compliance pressures across regions.

Smartico is the newer of the two companies. Founded in Bulgaria, its leadership team consists of Arman Gal, Anton Antropov, Sergey Kobitskiy, and Yuval Mechoullam. Its platform combines CRM automation with missions, badges, tournaments, jackpots, free-to-play mini-games, bonus tools, raffles, and AI models all within a single unified platform.

Optimove is the more established business. Co-founded by Pini Yakuel in 2012, the company announced in 2021 that it had been bootstrapped for its first five years before securing a $75 million investment round led by Summit Partners. Summit also shared that Optimove has offices in Tel Aviv, New York, and London, and has maintained healthy profit margins while scaling its operations.

The Smartico acquisition also aligns with Optimove’s long-term acquisition strategy. After prior deals for DynamicMail and Axonite, Optimove purchased gamification firm Adact in March 2025, meaning this latest purchase strengthens its strategy that has leaned into both mergers and acquisitions and organic product expansion.