Optimove to Acquire Smartico, Bolstering iGaming CRM Sector — Optimove has announced its acquisition of Smartico, a move impacting the iGaming customer relationship management (CRM) marketing industry. Both entities are slated to maintain independent operations post-acquisition.
What Happened
Optimove, identified as a provider of player engagement solutions for iGaming and sports betting operators, confirmed on April 6, 2026, its intention to acquire Smartico, according to GlobeNewswire. This acquisition is specifically positioned within the iGaming CRM marketing industry.
The announcement reportedly includes a stipulation that both Optimove and Smartico will continue to operate as fully independent entities. The stated purpose of this arrangement is for each company to proceed with their respective innovation and growth initiatives within the iGaming CRM marketing sector, as detailed by GlobeNewswire.
Key Details
- The acquisition involves Optimove, described as the creator of Positionless Marketing and a major player engagement solution provider, acquiring Smartico, according to GlobeNewswire.
- Both Optimove and Smartico are intended to remain fully independent post-acquisition, as reported by GlobeNewswire.
- The transaction is aimed at allowing both companies to continue their efforts in innovation and growth within the iGaming CRM marketing industry, according to GlobeNewswire.
Why It Matters
This acquisition represents a structural change within the iGaming CRM and player engagement solution landscape. The continued independence of both Optimove and Smartico, despite the acquisition, suggests a strategic approach to maintain distinct market presences and innovation tracks while consolidating ownership. For iGaming operators and other stakeholders, this development could impact the competitive dynamics and available solutions within the CRM marketing technology segment, potentially influencing future product development and service offerings by both entities.
Originally reported by: GlobeNewswire. Published: 4/6/2026, 3:49:00 PM.