Optimove has signed a new agreement to acquire iGaming marketing solutions provider Smartico, as the transaction is expected to close within the “coming weeks” despite terms of the deal remaining undisclosed.
“What impressed us about Smartico is the combination of product strength, service excellence and the way the company has been built. Like Optimove, they created a strong business that was bootstrapped. What began as a hobby by four enthusiasts driven by the challenge of player retention quickly evolved into something very real,” Optimove Founder and CEO Pini Yakuel said.
“They made smart investments, built an excellent team and delivered genuine value to clients. Smartico was the competitor that stood out, and that’s because they did something original: they were first to bring gamification and CRM marketing together as a compelling marketing advantage that iGaming operators adopted. The category now has two leading platforms. We built one and we’ve backed the other.”
As part of the transaction, Optimove and Smartico will both continue to operate as “fully independent businesses,” and maintain its own brand, team, product strategy, roadmap and market approach.
Smartico’s Founders will also retain full decision-making authority over strategy, product roadmap, and day-to-day operations.
Arman Gal, Smartico Co-Founder and CEO, commented on the transaction, having said, “We’re proud to join forces with Optimove at such an important moment for the iGaming CRM industry. From the beginning, we built Smartico with a clear product vision, strong execution and a deep commitment to creating real value for customers.
“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. That allows us to keep moving forward as ourselves, while benefiting from greater strength and opportunity.”
On March 24, Sportradar expanded into iGaming with the launch of its new Playradar brand, and appointed former Playtech Live CEO Edo Haitin as EVP of iGaming to oversee all operations.
Playradar will initially roll out across the UK, North America and LatAm, with Sportradar confirming multiple game launches currently scheduled for 2026.
Underdog acquired Aristotle Exchange DCM and Aristotle Exchange DCO on March 10, allowing the US operator to launch its own federally compliant prediction market exchange and event-based contracts
