Optimove, provider of Analytics and BI

History and origin of Optimove

Optimove is a CRM Marketing platform powered by AI founded in 2012 with global headquarters in New York, United States, and a technology development centre in Tel Aviv, Israel. The company grew from an initial predictive retention proposition into one of the global references in the Customer Data Platform (CDP) and multichannel campaign orchestration segment, with explicit focus on the iGaming vertical and a customer base including some of the world's largest operators.

Positionless Marketing as a product philosophy

The concept structuring Optimove's current proposition is Positionless Marketing, a product thesis aimed at removing handoffs between data, creative and engineering teams within the CRM area. Instead of an assembly line where each role passes work to the next, the platform enables one marketer to build audiences, create content, launch journeys and measure results without depending on other teams. This philosophy runs through the whole product architecture and its recent evolution.

Customer Data Platform and segmentation

The core of Optimove is its Customer Data Platform, unifying transactional behavioural data, campaign interaction, web and app activity, and external signals into a single player profile. Over this data layer, the segmentation engine lets users build audiences in natural language or with visual rules, with the ability to refresh millions of profiles in near real time.

• Unified player profile with full multichannel history
• Dynamic segmentation in natural language or with visual rules
• Audiences refreshed in near real time across millions of profiles
• Integration with web, app, ad network and external platform signals
• Documented cases of 4 million-customer audiences built overnight

Optimove AI and the new generation of agents

In June 2026 Optimove launched Optimove AI, its complete artificial intelligence suite for marketing, operating on three planes: native AI agents inside the platform for insights, creative and decisioning; the Optimove MCP, connecting the platform with tools such as Claude and ChatGPT for conversational flows; and Optimove Custom Apps built on top of the platform. This architecture enables operators to run their multi-brand CRM from a single chat window.

Real AI results in iGaming

The first months of Optimove AI in production with iGaming operators delivered concrete metrics that validate the proposition.

• One operator ran 44 real-time triggered activations across 354,000 player touches, with each campaign beating its control group with statistical significance
• A reactivation campaign generated 137% more opens, 207% more clicks and 13.8% more deposits per 1,000 targeted players
• The Content Decisioning agent delivered 1,200 incremental first-time deposits and a 42% higher deposit rate in onboarding
• In churn prevention, the agent lifted the deposit rate to 10% versus 1.4% in the control group
• Customers reported up to 87% net revenue increase with decisioning agents

Multichannel orchestration and Engagement Platform

Optimove's Orchestration Engine is the motor that builds and optimises multichannel journeys with AI decisioning, while the Customer Engagement Platform executes personalised campaign delivery at scale. Supported channels cover the full player communication stack.

• Email with AI-assisted copy and visual creation
• SMS for time-sensitive alerts and promotions
• Mobile push with advanced segmentation
• Web and app with dynamic content personalisation
• WhatsApp as a conversational channel
• Ad networks with synchronised audiences
• Integration marketplace with third-party tools

AI-orchestrated gamification with Captain Up and Gamanza

Optimove formalised in 2024 a proposition of AI-orchestrated gamification in partnership with Captain Up and Gamanza Engage (business unit of Gamanza Group AG). The model syncs gamification events such as level-ups and mission completion with Optimove's segmentation engine, enabling gamification campaigns to run alongside traditional CRM, with granting of XP points, tokens, boosters, missions and tournaments coordinated cross-channel.

Predictive analytics and multi-touch attribution

Optimove's analytics layer combines predictive models trained on the operator's history with multi-touch attribution measuring the real incremental impact of every campaign. OptiBot, the native conversational agent, proactively identifies campaigns that can be optimised and proposes concrete changes. The metric set covers predictive CLV, propensity to churn, propensity to reactivation and per-player value modelling.

Loyalty, bonuses and promotions

The Gamified Marketing block includes proprietary gamification modules, loyalty programmes, minigames and a promotions engine, available as add-ons on top of the core platform. This lets operators design and implement loyalty programmes, missions, recurring tournaments and bonus mechanics using the same CDP data and the same AI orchestration logic.

Affiliate and performance marketing

Optimove offers an Affiliate Management Platform integrated as an add-on, specifically designed for iGaming operators seeking to unify affiliate management within the same CRM and data stack. This closes the loop between acquisition (affiliates), onboarding (first-time deposit), engagement (multichannel campaigns) and retention (gamification and loyalty) over a single master player record.

Reference iGaming customers

Optimove's iGaming customer base includes several of the largest and most recognised operators in the global market, alongside adjacent verticals such as retail, trading and financial services.

• bet365, one of the largest operators in the world
• Entain, parent group of bwin, Ladbrokes, Coral and PartyPoker
• Kaizen Gaming, Betano's leading operator
• Kindred Group, owner of Unibet and 32Red
• FDJ United, French operator following the Kindred acquisition
• Penn Entertainment, North American operator
• Caesars Entertainment

2026 recognitions and rankings

Optimove accumulated in 2026 a dense set of industry recognitions and acknowledgements from the main market analysts.

• SBC Awards 2026: Industry Innovation of the Year for Optimove AI
• First place in the Real Time Personalization and Decisioning use case of Gartner Magic Quadrant 2026
• Top three across all four use cases of the 2026 Gartner Critical Capabilities for Multichannel Marketing Hubs
• Named Visionary by Gartner for the third time
• Ignite+, specific programme for pre-launch and startup iGaming operators

Industries served

While iGaming is the main industry and the first listed in Optimove's offering, the platform serves several verticals with stacks adapted by sector.

• iGaming as the main vertical, with Affiliate Management and Ignite+
• Retail and eCommerce (Sephora, Staples, Jabra, Blain's Farm & Fleet)
• Online Trading
• Social Games and Apps
• Financial Services
• Travel and Hospitality
• Prediction Markets

Operational fit for iGaming operators

For operators seeking a CRM Marketing stack with native AI, unified data, multichannel orchestration, gamification and affiliate marketing under the same roof, Optimove delivers a benchmark proposition in the segment. The combination of Customer Data Platform, Positionless Marketing as a philosophy, Optimove AI with native agents and MCP connected to external models, multichannel Orchestration Engine, loyalty and promotion modules, Affiliate Management, multi-touch attribution, predictive analytics with OptiBot, top Gartner 2026 rankings and a customer base including bet365, Entain, Kaizen Gaming and Kindred, positions it as an almost mandatory option for Tier 1 operators and for projects aiming to compete in that category.