GMB - What did Optimove present at this edition of SBC Latinoamérica?
Felipe Nadalini - Optimove is a CRM and marketing automation tool specifically for the iGaming sector. We are currently the market leader and the number 1 platform for most of the main global operators. In this edition of SBC Latinoamérica, we highlight a new feature called OptiPromo. This feature, powered by artificial intelligence and machine learning, allows us to identify, based on player behavior, which promotions are most relevant to each profile, considering each user's stage of life and gaming style.
This way, we can understand how not to abuse them and deliver the right promotion at the ideal time and on the right channel. Therefore, OptiPromo is a feature that maps all player behavior and provides exactly what they need when they want it. We are super excited about this feature. We think it will revolutionize the market, not just in Latin America, but globally, and it is one of the main innovations we are introducing.
Is this an original Optimove feature?
Yes, it is our feature, fully developed in-house. We have a development team in Tel Aviv, Israel, and in New York. Everything was done in-house, focusing on both the global scenario and the Latin American market.
How has Optimove been acting and positioning itself in the Latin American scenario, especially in its strategies for 2024?
I often say that while we talk a lot about Latin America, in my view, it’s impossible to generalize because LatAm is extremely diverse. Each country has distinct behaviors and cultures, yet they’re closely connected financially and culturally. So, we strive to adapt to each one. We have teams in Brazil, Colombia, and Mexico specifically to align with these different cultures.
We’re “tropicalizing” our operations as much as possible. Our commercial, marketing, technical, and training teams are being stationed in Latin America to align with the ongoing changes—whether financial or commercial—and to stay consistently updated. In Brazil especially, we’ve seen near-weekly shifts, so we need to adapt to all of that.
What are your plans for Brazil, which is going through its best moment due to regulation?
Brazil is a ‘hot topic’. Today, we can practically classify it as one of the most prominent countries in the world of iGaming. It is no coincidence that we are expanding our operations in Brazil. We already have some people working there and now we are hiring more and more, and the idea is to continue expanding.
We are the number 1 iGaming platform, led by AI. Our VP jokes that we were already doing AI before the trend changed, because we have been working with machine learning since 2012.
Our idea is to unify a platform with cutting-edge technology that we deliver to our clients, such as bet365, Betano, and the Hard Rock Group itself, where we are today, combining it with Brazilian service. This is because Brazilian players have a very particular characteristic: they like to be served by other compatriots.
That is why we are combining cutting-edge Israeli and global technology with people in Brazil who understand the culture, who understand purchasing behavior, who know how to negotiate with Brazilians. So, from our point of view, it is a winner.
Can you summarize the year 2024?
This is the first year that Optimove has truly consolidated its presence in Brazil. We have already brought in some major clients and, before the event, we released a statement about an important client in the Northeast region. We are expanding our portfolio and increasing the time.
Our sales and marketing areas see Brazil as the “apple of Optimove’s eye” for 2025. In 2024, we prepared the ground: we brought in new clients, expanded the team and understood that this was a year to plant seeds to reap good results in the next.
What are the plans for next year?
For 2025, Optimove will continue to expand its team, recruiting professionals specialized in iGaming and technology, aiming to make Brazil its priority market.
That's why 2025 will be much more aggressive from a commercial standpoint. We are also looking closely at new features that will emerge during 2025, thinking about the Brazilian market and specifically how the country consumes iGaming, how local players view it. Our CEO, who is a huge fan of Brazil, is giving this issue a lot of thought.
Source: Exclusive GMB
