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Events / Business / Optimove Acquires Smartico
Business acquisition

Optimove Acquires Smartico

Analysis based on 7 articles · First reported Apr 06, 2026 · Last updated Apr 07, 2026

Sentiment
60
Attention
4
Articles
7
Market Impact
General
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Market Impact

The acquisition of Smartico by Optimove is expected to strengthen Optimove's leadership in the iGaming CRM marketing sector, potentially leading to increased competition and innovation in the broader online gambling market. This move could influence investment in marketing technology for the rapidly growing online gambling industry.

Software Gambling Marketing
Event Summary

Optimove, a leading provider of player engagement solutions for iGaming and sports betting, has signed an agreement to acquire Smartico, a company known for pioneering gamification-led CRM marketing in the iGaming industry. Both Optimove and Smartico will continue to operate as independent businesses, maintaining their own brands, teams, product strategies, and market approaches. The Smartico founders, including Arman Galstyan, will retain full decision-making authority. Pini Yakuel, CEO of Optimove, praised Smartico's product strength and business model. The terms of the deal were not disclosed. This acquisition aims to reinforce Optimove's category leadership in a maturing iGaming CRM market, which is experiencing sustained global growth, projected to reach US$185.17 billion by 2033.

Entities Involved
priv
Optimove
Optimove, a leader in iGaming and sports betting player engagement solutions, is acquiring Smartico to reinforce its category leadership and expand its offerings in CRM marketing.
Importance 100.0 Sentiment 70.0
per
Pini Yakuel
Pini Yakuel, Founder and CEO of Optimove, expressed admiration for Smartico's product strength and business model, highlighting the strategic importance of the acquisition.
Importance 80.0 Sentiment 60.0
per
Arman Galstyan
Arman Galstyan, CEO & Co-Founder of Smartico, expressed pride in joining forces with Optimove, emphasizing the continued independence and enhanced opportunities for Smartico.
Importance 80.0 Sentiment 60.0
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