Smartico
Smartico owns the gamification layer inside its combined CRM and player engagement platform. CRM automation and gamification are built into the same platform rather than sold as separate modules.
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Mobius BG EOOD, Bulgarian VAT number 208744686 at Business Park Sofia, owns and operates the Smartico brand service. The entity signing operator product agreements may differ. Optimove agreed to acquire Smartico in April 2026, but completion and current parent ownership remain unresolved.
Buyer decision brief
Use this summary to decide whether the offer belongs on your shortlist and which terms need a written answer.
Fit and use case
Editorial fitCasino and sportsbook operators that want CRM automation and a broad gamification system on one player event model.
Primary offer: Smartico Gamification · 1 additional offer below
Primary offer delivery
- Software license
Integration boundary: The operator sends profile, payment, casino, and sportsbook events through REST, a database replica, Kafka, or RabbitMQ.
Critical contract questions
Start with unresolved terms, negotiated terms, and dependencies that need a named owner.
Resolve before shortlist
No usable standard answer is available on the public terms.
- Price and usage unitsNot disclosed
- Smartico CRM Automation · Commercial terms
Fix in the signed order
The answer changes by operator, market, package, or negotiated order.
7 of 9 shown- Market and channel complianceSet in contract
- Smartico CRM Automation · Market and approvals
- Contracting entity and acquisition statusSet in contract
- Smartico CRM Automation · Contract and supplier
- Included product layersSet in contract
- Smartico CRM Automation · Contract and supplier
- Campaign, bonus, and message executionSet in contract
- Smartico CRM Automation · Operating responsibilities
- Player-data rolesSet in contract
- Smartico CRM Automation · Operating responsibilities
- Channel and bonus connectionsSet in contract
- Smartico CRM Automation · Implementation
- Player-data and front-end integrationSet in contract
- Smartico CRM Automation · Implementation
Next buyer step
Ask Smartico to resolve “Price and usage units” before moving Smartico Gamification to a commercial shortlist. Then compare the answer with the complete product record below.
Confirm every selected term in the proposal and signed order. No price, market approval, availability, or contracting entity is implied unless it is stated above.
What this provider offers
2 offerings- OfferingSmartico GamificationTypeGamification · Multi ProductOwnership and packagingFirst Party · Bundle OnlyDeliverySoftware LicenseCompare in
- Casino Gamification & Loyalty Software · Technology Owner
- OfferingSmartico CRM AutomationTypeCRM · Multi ProductOwnership and packagingFirst Party · StandaloneDeliverySoftware LicenseCompare in
- Casino CRM & Retention Platforms · Technology Owner
Smartico Gamification
Multi ProductFirst PartyAvailability: Bundle OnlySmartico owns the gamification layer inside its combined CRM and player engagement platform. CRM automation and gamification are built into the same platform rather than sold as separate modules.
The operator configures missions, levels, leaderboards, tournaments, badges, points, and marketplace rules. Smartico evaluates operator-supplied player events and displays the experience through its widgets or APIs.
Products
Integration: The operator sends profile, payment, casino, and sportsbook events through REST, a database replica, Kafka, or RabbitMQ. A Smartico JavaScript library renders frontend features. For external bonuses, Smartico reads the operator's bonus catalog and sends an instruction to the operator platform; the operator system defines and issues the bonus.
Key facts
- CRM automation and gamification are delivered in one platform with no separate gamification module
- Smartico sends a give-bonus instruction while the integrated operator platform defines and issues the external bonus
- Smartico signed an agreement to be acquired by Optimove in April 2026
Delivery options
Software License
Delivery modelA hosted CRM and gamification platform connected to the operator's PAM, bonus engine, data feeds, and frontend.
- Operator license
- Operator
- Merchant of record
- Operator
- Player data controller
- Unknown
Included
- + Gamification rule engine and back office
- + Player-facing widgets and API options
- + Internal points, progression, tournament, and marketplace logic
- + Calls to the operator's configured bonus API
Not included
- ! Operator gambling license
- ! PAM, cashier, or payment merchant relationship
- ! Funding of bonuses, free spins, cash, or physical rewards
- ! A standard allocation of controller and processor roles for player data
Strengths
- + Event, frontend, and bonus integration paths are separated in usable detail.
- + The same rules can coordinate onsite mechanics and player communications.
What to verify in procurement
- ! Gamification is not presented as a separately purchasable module, so an operator with an existing CRM should compare the commercial and migration impact of the full bundle.
- ! Mobius BG EOOD owns the brand service, while the entity signing each product contract remains agreement-specific.
- ! The Optimove acquisition remains unresolved. Do not treat Optimove as the current parent until the transaction closes.
- ! Controller and processor roles, data residency, retention, and subprocessor terms must be defined in the DPA.
Smartico CRM Automation
Multi ProductFirst PartyAvailability: StandaloneSmartico is an operator-facing engagement suite with a first-party CRM automation layer for player segmentation, event-triggered journeys, campaign content, and multichannel orchestration. It connects to a casino or sportsbook platform rather than replacing the PAM, wallet, or gaming operation.
The same suite also contains gamification and a bonus engine. Those adjacent products can share player events and journeys with CRM, but they are not counted as separate CRM capabilities here.
Smartico can orchestrate messages through its SmartWay service, supported third-party gateways, or an operator's custom gateway. Its integration guide also keeps bonus definitions and award execution in the connected operator platform.
Products
Integration: A deployment can send server-to-server events to Smartico, expose database views, or provide an event stream. The operator can also install Smartico's front-end script for on-site features and connect its own bonus and messaging endpoints. Implementation timing, hosting region, and customer terms are deployment-specific.
Key facts
- Mobius BG EOOD operates the Smartico website and controls its website data
- Smartico signed an agreement to be acquired by Optimove on April 7, 2026, with both companies continuing to operate independently
- Smartico supports REST events, database-view synchronization, and event-stream connections as alternative ways to ingest operator data
- Message delivery can use SmartWay, supported third-party providers, or a custom operator gateway; CRM orchestration does not mean Smartico owns every delivery rail
- Smartico retrieves available bonus identifiers and asks the connected operator system to award a selected bonus; the operator system retains the bonus definition and execution logic
- Smartico controls its own website data, while controller and processor allocation, retention, and subprocessors for player data are deployment-specific
Delivery options
Software License
Delivery modelCRM and engagement software connected to an operator's PAM, player data, communication gateways, and optional bonus system.
Included
- + Player-event ingestion and profile synchronization
- + Segmentation and journey automation
- + Campaign content and communication orchestration
- + APIs, webhooks, and optional front-end components
Not included
- ! A PAM, wallet, or gambling operation
- ! A gambling license or market authorization
- ! Payment processing or merchant-of-record service
- ! Automatic ownership of the operator's email and SMS gateway contracts
- ! Bonus definitions, balances, and award execution inside the operator platform
Procurement record
Current product boundaries and the terms that still have to be fixed in the signed order or service agreement.
Known is usable now. Contract specific changes by order or market. Not disclosed has no usable standard term. Unknown remains unresolved. Outside provider scope is handled by the operator or another supplier.
Contract and supplier
- Contracting entity and acquisition statusContract specific
- The order must name the supplier, invoice issuer, service location, governing law, and group companies that may process player data. The announced Optimove acquisition does not establish closing or a replacement counterparty.
- Included product layersContract specific
- List CRM automation, SmartWay, each channel, bonus-engine functions, gamification, APIs, webhooks, reporting, environments, user seats, and support separately. Shared branding and data do not make every Smartico product part of the CRM order.
Implementation
- Player-data and front-end integrationContract specific
- Freeze the identity key, event schema, historical load, database views or stream, front-end script, environments, consent fields, replay behavior, and reconciliation method. The selected integration pattern determines operator engineering work and data latency.
- Channel and bonus connectionsContract specific
- Name each SmartWay, third-party, or custom messaging gateway and every operator endpoint used for bonus definition and award execution. Include credentials, throughput, retries, delivery receipts, cost ownership, and failure handling.
Operating responsibilities
- Campaign, bonus, and message executionContract specific
- Assign segment approval, content approval, suppression, frequency limits, bonus eligibility, award posting, reversal, channel compliance, and incident decisions. Smartico can orchestrate the workflow, while connected operator and gateway systems execute important actions.
- Player-data rolesContract specific
- The DPA must allocate controller and processor roles, permitted purposes, hosting regions, subprocessors, transfers, retention, deletion, access requests, security duties, and incident notice for the deployed player-data flow.
Operations and service
- Suppression and recovery testsContract specific
- Acceptance must cover self-exclusion, cooling-off, marketing opt-out, duplicate and late events, gateway failure, bonus-endpoint failure, partial journey execution, replay, rollback, audit logs, and recovery across every enabled brand and channel.
Commercial terms
- Price and usage unitsNot disclosed
- A standard rate card is unavailable. The quote must identify charges for player records, events, messages, channels, environments, modules, implementation, data migration, support, overages, third-party gateways, and termination assistance.
Market and approval scope
- Market and channel complianceContract specific
- The operator must map consent, safer-gambling suppression, quiet hours, content rules, channel registration, retention, and audit requirements for each jurisdiction and brand. A configurable CRM is not market authorization.
Exit and portability
- Data and configuration portabilityContract specific
- Require export formats for profiles, attributes, segments, journeys, templates, campaign history, consent and suppression state, event history, delivery results, audit logs, and integration configuration, plus deletion evidence and a documented cutover period.
Strengths
- + Data ingestion, front-end components, bonus calls, and communication delivery are separate integration layers.
- + The CRM can work with operator-controlled or third-party messaging gateways rather than requiring one delivery provider.
- + Role-based access and campaign-activation restrictions are built into the product.
What to verify in procurement
- ! The Optimove acquisition agreement has no confirmed closing. Confirm current ownership and the contracting entity before procurement.
- ! Confirm controller and processor roles, hosting, subprocessors, retention, deletion, and cross-border transfers in the customer DPA.
- ! The integrated bonus engine does not replace the operator's wallet, bonus catalog, eligibility checks, or regulatory responsibility.
- ! Confirm which communication gateways are included in the quote and which require separate contracts and usage fees.
Reference documents7
Key public documents supporting the company identity, primary offer, delivery route, and highest-priority questions above.
- DocumentEuropean Commission VIES — ec.europa.eu / vat / 208744686
- DocumentSmartico — smartico.ai / legal / terms and conditions
- DocumentSmartico — smartico.ai / legal / privacy policy
- DocumentSmartico — smartico.ai / products / gamification
- DocumentSmartico Help Center — help.smartico.ai / technical guides / integration process
- DocumentSmartico — smartico.ai / blog post / smartico joins forces with optimove
- DocumentSmartico — smartico.ai / all features
