Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
Optimove is buying Smartico, but the deal is being set up to keep both sides running on their own. Brands, teams, product roadmaps, and day to day control will stay separate, and Smartico founders will keep full authority over strategy and operations. The transaction was announced on April 6 and is expected to close in the coming weeks, with terms not disclosed.
Good to Know
- Smartico founders Arman Gal, Anton Antropov, Sergey Kobitskiy, and Yuval Mechoullam stay in charge.
- Smartico product stack covers CRM automation, gamification, bonus tools, AI models, jackpots, free to play mini games, and raffles.
- Smartico is Optimove fourth acquisition after DynamicMail, Axonite, and Adact.
Optimove Keeps Smartico Independent in New CRM Deal
Rather than fold Smartico into one stack, Optimove is backing a two brand setup. That matters because both companies sell into the same iGaming CRM space, with Optimove coming from data led CRM and AI decisioning, and Smartico building its name around CRM tied directly to gamification. Optimove said both platforms will keep competing in market.
The timing is not random. Optimove pointed to a global online gambling market worth $95.3 billion in 2024, with forecasts of $185.17 billion by 2033, while operators deal with more regulated markets and more compliance pressure across regions.
Smartico is the newer company in the pair. It was founded in Bulgaria and lists Arman Gal, Anton Antropov, Sergey Kobitskiy, and Yuval Mechoullam as founders. Its offer blends CRM automation with missions, badges, tournaments, jackpots, free to play mini games, bonus tools, raffles, and AI models inside one platform.
Get 125% / $2,500 on 1st deposit!
New players only. Exclusive Welcome Bonus of up to $2,500
Optimove is the older business. Pini Yakuel co founded it in 2012, and the company said in 2021 that it had been bootstrapped for its first five years before taking a $75 million investment led by Summit Partners. Summit also said Optimove operated from Tel Aviv, New York, and London and had kept healthy profit margins while scaling.
The Smartico deal also fits a longer acquisition line. Optimove bought gamification company Adact in March 2025 after earlier deals for DynamicMail and Axonite, so the latest buy adds more weight to a plan that has leaned on both M&A and product expansion.
The post Optimove Buys Smartico in iGaming CRM Deal appeared first on iGaming.org.