GMB – What were Optimove’s highlights at SBC Lisbon and what were your objectives for participating in the event?
Felipe Costa Nadalini – First of all, you simply can’t miss SBC. It’s a “must-have,” it’s mandatory for us to be there. We had two main goals. The first was to talk about Positionless Marketing, a new rebranding we’ve actually been working on for a long time. Positionless Marketing is a way of looking at marketing that is less centralized, with more freedom and creativity for analysts, marketing directors, CRM managers.
Why? Normally, marketing used to work like a car factory assembly line from the last century. You had one person in charge of creative, another writing copy, and another sending out emails. Everything was done in silos, each person responsible for a very specific part. Positionless is a term that comes from basketball, where a good player today is not just a center or a point guard, he has much more versatility, can perform in multiple roles, and adds much more to the game. It’s the same here.
With our platform, marketing professionals can run campaigns in minutes that would otherwise take days or even weeks, because the tool gives them freedom. They don’t need to be expert copywriters or media specialists. They can do it in a much more versatile way.
The second goal: since we know Brazil has a strong appetite for gamification and everyone enjoys these tools, we presented our new gamification platform. We launched it a few months ago, and now we’re adding more features and gamification functionalities, which will be released by the end of the year.
How has the market, especially in Brazil, been receiving not only this marketing positioning but also the tools coming to the platform?
I’d say technology is no longer a “nice to have,” as people say. It’s no longer just something cool to have—it’s mandatory. In a regulated market, we can’t just think about GGR and increasing deposits. We must think about Responsible Gaming and a series of issues tied to Brazilian legislation.
Technology is key for this. For example, if a player is suddenly changing how he deposits and plays, that could indicate a tendency toward problem gambling. You need a tool, an AI, to detect that and say: “Wait, I’ll stop sending campaigns to this player and move him to an awareness campaign or even stop communications.” Without technology, that’s impossible. The market is heating up and is looking for exactly these kinds of solutions.
In fact, technology and innovation are key words in iGaming. How has Optimove positioned itself in terms of offering this to the market?
For many years, we’ve positioned ourselves as the preferred platform of several global operators, such as Betano and bet365, who’ve been with us for a long time. We’re very strong in this space, and that’s our positioning in the market.
Looking at Brazil, with strict regulation and high investment, operators now need to understand how to work efficiently without bloating their teams. Having a technology that allows a small team to deliver multiple resources at high quality—that’s what Positionless Marketing brings—and it’s why demand for our solution is so high. That’s also why we’re hiring more people in Brazil to meet this demand.
You mentioned Brazilian regulation. It sets out a series of marketing rules to reach players. Could we say Optimove is aligned with regulation, since you’re going down exactly that path?
Absolutely. At the end of the day, a CRM and retention tool is a long-term strategy. It’s not a shortcut for operators. On the contrary, all of our partnerships are long-term. The goal isn’t just to help operators until the end of this year, it’s how we help them today, a year from now, five years from now. The idea is to keep evolving while always taking a long-term view.
Now that you’ve secured approval in Brazil and gained some understanding of regulation, does this open the door for expansion into other Latin American countries pursuing regulation?
Of course. Each country has different regulations, but there are always similarities. As we say in English, we’re in the “sweet spot”—the ideal moment where we have cutting-edge technology operating worldwide, with clients on all five continents, but also a local presence. We have people in Mexico, Colombia, Brazil, and across Latin America following trends and movements, with native teams who speak the language and understand the local culture. We deliver the perfect mix of global technology and local presence.
Is it working? What are the plans for the coming months and the start of 2026?
It’s working very well. I’d say 2025 is on track to be the best year in Optimove’s history, and we’ll continue to invest in two areas. Positionless Marketing will remain a key focus, because we want to keep promoting the idea that marketers must be versatile to deliver quality work—and for that, they need the right technology. As for gamification, our newest functionality, that’s also where we’ll keep putting significant effort into building cutting-edge products.
Source: Exclusive GMB
