The marketing platform Optimove has agreed to acquire the CRM solutions developer Smartico, which operates in the iGaming sector. The deal is expected to close in the coming weeks. The financial terms of the deal have not been disclosed.
Upon completion of the deal, 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 will continue to be responsible for its development and operations. No immediate changes are expected for existing Smartico clients.
In recent years, Optimove has been actively developing AI-based marketing tools. Meanwhile, Smartico specializes in gamifying CRM processes through various interactive mechanics, challenges, rewards, and other features to enhance engagement. The merger of assets will strengthen their capabilities.
The deal takes place amid the growth of the global online gambling market and the increasing complexity of regulations in different regions, which boosts demand for advanced CRM systems and user retention tools.