What Smartico.ai does

Smartico.ai operates a unified customer relationship management (CRM) automation and gamification platform purpose-built for the iGaming industry, serving online casino operators, sportsbook operators, and platform providers such as Digitain, Roll Casino, Lucky Bet, ProgressPlay, White Hat Gaming, AtlasLive, CBData, and Casino.ua. Founded in 2019 in Sofia, Bulgaria, by four co-founders (Arman Gal as CEO, Anton Antropov as CPO, Sergey Kobitskiy as CTO, and Yuval Mechoullam as CBDO), the company has grown to over 40 specialists serving a customer base that the company describes as 200+ clients on its careers page and "1000+ brands" on its marketing site — the latter inflated by multi-brand and whitelabel deployments on a smaller set of operator accounts. The legal entity is Mobius BG EOOD (Bulgaria).

The platform bundles core CRM Automation, Gamification, and Bonus Engine modules with a growing set of add-ons including F2P Minigames (Loyalty Wheel, Scratch Cards, Daily Loot Boxes), Jackpot (a multi-provider jackpot system), AI Models (LTV prediction, churn prediction, RFM segmentation, sport/game/product recommendations, and a generative AI Enhancer for marketing copy), Raffle, Tournaments, Avatars, and Banners. Underlying technical capabilities include a drag-and-drop Flow Builder for non-technical teams, real-time behavioral triggers, an AI Best Time Model for send-time optimization, multi-brand management from a single instance, integrations with all major iGaming platforms, SMS/email/instant-messaging providers (including WhatsApp), a JavaScript SDK, webhook APIs, and an "AI Agents" surface introduced on the website. The architecture is GDPR compliant and built on ISO 27001 certified infrastructure.

Smartico monetizes via a SaaS subscription priced on a monthly active user (MAU) basis, bundling CRM and gamification together without separate modules and including a dedicated Success Manager and integration support in every tier. Go-to-market combines direct enterprise sales (live demo, technical feasibility call, onboarding) with event-driven lead generation at iGB L!VE, SBC Summit, and SiGMA Asia, and a channel partnership with SCCG Management via the February 2025 Smartico USA joint venture for U.S. market entry. In April 2026, Optimove announced an agreement to acquire Smartico; as of available data, the transaction had not yet closed and both companies are intended to operate independently under their own brands with Smartico's founders retaining decision-making authority. Smartico remained bootstrapped at the time of the acquisition announcement, with no external venture capital funding disclosed.

Name

Smartico.ai

Legal name

Mobius BG EOOD

Website

https://smartico.ai

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Smartico.ai is a Bulgaria-based SaaS provider of a unified CRM automation and gamification platform purpose-built for iGaming operators, serving 200+ online casino and sportsbook clients with AI-driven player retention, bonus management, and real-time engagement tools.

Ownership category

akta.pro rank

Product category

iGaming CRM and Gamification Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industries

Gaming & Interactive Entertainment Personalization (HDAAAGAF), Marketing Automation Platforms & Services (BPAFAFAC), Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

Keywords

• CRM automation platform
• Gamification software
• IGaming engagement tools
• Player retention software
• Marketing automation software

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Platform Subscription: Monthly subscription pricing based on monthly active users (MAU). Package includes both CRM automation and gamification as an integrated platform. Dedicated Success Manager included in all tiers.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

Smartico.ai sells a unified, real-time CRM automation and gamification SaaS platform for iGaming operators. The platform bundles CRM Automation, Gamification tools, a Bonus Engine, F2P Minigames, a multi-provider Jackpot system, AI Models for predictive player analytics, and modules for Raffles, Tournaments, Avatars, and Banners, with multi-channel communication (email, SMS, WhatsApp, push). Customers subscribe on a tiered monthly pricing model based on monthly active users, with a dedicated Success Manager included in every tier.

Product overview

Smartico.ai is a unified CRM and gamification platform for iGaming that combines automation, hyper-personalization, and player engagement tools in a single real-time platform. The core portfolio consists of CRM Automation for streamlining customer journeys with personalized messaging and workflows, Gamification for driving engagement through game mechanics, and Bonus Engine for managing tailored rewards. Supporting modules include F2P Minigames (Loyalty Wheel, Scratch cards, Daily Loot Boxes), Jackpot (multi-provider system for player/operator-funded prizes), AI Models (predictive analytics for churn, LTV, and behavior), Raffle (promotional gamification), Tournaments, Avatars, and Banners. The platform integrates with all major iGaming platforms, SMS/email/instant messaging providers, and supports unlimited multi-brand management from a single instance with centralized control and brand-specific customization.

Differentiator

Problem solved

Functional benefit

Products and services

• CRM Automation Streamlines every step of the player journey from onboarding to loyalty with hyper-personalized messaging and automated workflows, providing a complete package of iGaming CRM features for online casino and sportsbook operators.
• Gamification Drives player engagement with customizable gamification tools — loyalty programs, tournaments, challenges, missions, badges, levels, and rewards — that integrate natively with the Smartico CRM platform for iGaming operators.
• Bonus Engine Lowers bonus costs with rewards tailored to player behavior — from cashback to free spins and custom rewards — managed in real time or via scheduled campaigns for optimal impact across iGaming operators.
• F2P Minigames Engaging free-to-play mini-games including Loyalty Wheel, Scratch Cards, and Daily Loot Boxes that boost player interaction and engagement for iGaming operators.
• Jackpot Multi-provider jackpot system that enhances any game from any provider with player-funded or operator-funded customizable jackpots, driving retention and excitement for iGaming operators.
• AI Models Turns player data into actionable predictions, helping iGaming operators optimize engagement, prevent churn, and deliver rewards at the perfect moment using AI-powered predictive models (LTV, churn, RFM, sport recommendations).
• Raffle Highly customizable gamification feature that transforms standard promotions into fun, multi-layered interactive experiences to drive repeat visits, anticipation, and loyalty for iGaming operators.
• Tournaments Launch competitive, loyalty-boosting tournaments in minutes with customizable settings to engage players through competitive gameplay mechanics for iGaming operators.
• Avatars Gives players identities they care about and shows them promotions that truly interest them based on avatar preferences and behavior, for iGaming operators.
• Banners Delivers personalized banners based on player behavior and preferences to maximize engagement and conversion for iGaming operators.

Quantifiable outcome

• 300% increase in lifetime value from players retained beyond Day 7
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature7 records

Partnerships

One partnership is on record.

• SCCG ManagementcoreStrategic or Co-development Partner · 13 February 2025Joint venture to launch Smartico USA, a unified AI-driven CRM and gamification platform specifically for the U.S. iGaming market. Smartico USA offers advanced features such as customizable jackpots, real-time automation, and gamification tools to enhance player engagement and retention for U.S. operators.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Optimove: Tel Aviv-based CRM and player engagement platform for iGaming and other verticals. Directly comparable as an iGaming-focused CRM with predictive/segmentation capabilities; now Smartico's parent company but continues to operate as an independent competitor in the same niche.
• Fast Track: iGaming-specific CRM, loyalty, and gamification platform serving online casino and sportsbook operators. Closest direct competitor in unifying CRM automation with player engagement and bonus tools for the iGaming vertical.
• Xtremepush: CRM and real-time engagement platform with strong positioning in sportsbook and iGaming. Overlaps with Smartico on multi-channel personalization, segmentation, and gamification features for operator customers.

Broad incumbents

• Salesforce Marketing Cloud: Broad enterprise marketing automation and CRM suite used by large operators across verticals. Comparable on campaign management, journey orchestration, and personalization, but lacks iGaming-specific gamification depth.
• Braze: Cross-channel customer engagement platform with real-time personalization and orchestration. Comparable on CRM automation and journey triggers; competing for operator marketing budgets but without native iGaming gamification.
• Iterable: Multi-channel marketing automation and CRM platform with AI-driven personalization and segmentation. Comparable on campaign management and personalization workflows serving consumer-facing brands, including some iGaming operators.
• Insider: Cross-channel personalization and journey orchestration platform with predictive segmentation. Comparable on AI-driven personalization and CRM-style automation for digital consumer brands, occasionally used by iGaming operators.
• Klaviyo: Marketing automation and CRM platform strong in email/SMS orchestration and segmentation. Comparable on multi-channel CRM automation, though its core DNA is ecommerce rather than iGaming.
• EveryMatrix: Broader iGaming B2B platform providing casino, sportsbook, and player management solutions. Comparable as an iGaming technology vendor to operators, though it competes upstream as a platform rather than as a pure CRM/gamification layer.

Others

• Sportradar: Sports data and content provider deeply embedded with sportsbook operators. Adjacent to Smartico via shared operator customers (sportsbooks use both Smartico for engagement and Sportradar for data); not a CRM competitor but ecosystem-relevant.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smartico-ai
• Xx.com/Smartico_ai
• Facebookfacebook.com/smarticoai

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smartico.ai