Optimove’s Record Year: Growth, Gamification, and Global Reach

Optimove, the self-proclaimed leader in iGaming player engagement and the architect of Positionless Marketing, is having a moment—and not a small one. The company is on track to more than double its iGaming client base in 2025, thanks to a potent mix of strategic moves: launching a growth-focused onboarding program, acquiring a no-code gamification platform, and expanding aggressively across APAC and LATAM.

The momentum is real, and it’s measurable.

Ignite+ Ignites Client Growth

The launch of Optimove Ignite+ in January has turned out to be a catalyst for client acquisition. Designed specifically for emerging iGaming and sports betting operators, the program offers prebuilt campaigns, CRM strategy guidance, and access to Optimove’s flagship Player Engagement Platform. In short: it’s a fast lane for smaller players looking to scale without the growing pains.

And it’s working. According to the company, new client additions have more than doubled compared to previous years. In a saturated and highly competitive market, that’s no small feat.

Adact Acquisition: The Gamification X-Factor

Another major growth lever? Gamification—delivered through Adact, the no-code platform Optimove snapped up earlier this year. Adact enables marketing teams to build interactive experiences like lotteries, quizzes, and prediction games—all without touching a single line of code.

This isn’t just another feature bolted onto a platform. Since the acquisition, Adact has become the fastest-growing product in Optimove’s portfolio by client adoption. That’s impressive in a market flooded with Martech tools claiming to be “engagement-first.”

LaTinka’s Chief Digital Officer Ricardo del Busto put it succinctly: “More tools in a unified platform means streamlined ops and maximized results.”

Enterprise Loyalty: Renewals and Product Expansion

Optimove isn’t just charming startups. Major players are doubling down too. Entain has renewed its multi-year contract while expanding its use of Optimove products like Opti-X (a Digital Personalization Engine) and native marketing tools. Funstage and Gaming1 are following suit.

What’s the draw for the big brands? According to Entain’s Martech Transformation Director Simon Gatenby, it's Optimove’s deep iGaming expertise paired with forward-thinking AI and ML capabilities. “They consistently anticipate industry-specific challenges,” he said.

Case in point: FDJ United, a leading iGaming operator, reduced campaign production time from six weeks and seven teams to just one person and one day. That’s not optimization—that’s a transformation.

Going Global: APAC and LATAM in the Spotlight

While North America and Europe remain strongholds, Optimove’s eye is firmly on emerging markets. In APAC, the company has launched operations and signed marquee clients like Magency Life, WeClub Malaysia, and 2up.io. In LATAM, Optimove is making waves with operators across Brazil, Colombia, and Mexico.

Localized lifecycle models and native language support are making Optimove a go-to solution for marketers who want global tech with regional nuance.

Positionless Marketing: Not Just a Buzzword

At the heart of Optimove’s rise is its core philosophy: Positionless Marketing. The idea? Eliminate rigid marketing roles and give every team member the tools to execute campaigns from insight to execution. With AI powering the engine, the platform claims an 88% lift in campaign efficiency.

This strategy isn’t just catching on—it’s leading the pack. Optimove was named a Visionary Leader in Gartner’s 2024 Magic Quadrant for Multichannel Marketing Hubs. Notably, the company was also ahead of the curve in embedding AI into CRM workflows back in 2012—long before it became a Martech must-have.

The Big Picture

Optimove’s trajectory signals something larger about the iGaming and Martech industries: platforms that combine intelligence, automation, gamification, and usability are winning. Operators want to move fast, personalize deeply, and reduce operational overhead—and Optimove seems to be delivering on all fronts.

As iGaming continues to globalize and regulations tighten, agility and personalization are becoming key competitive differentiators. If Optimove keeps this pace, its Positionless Marketing mantra might just define the next generation of player engagement.

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