Optimove’s Positionless Marketing platform removes traditional barriers between marketing functions, allowing teams to access data, build campaigns, and optimize results without relying on other departments.
The model replaces the “assembly line” logic with a continuous and intelligent workflow, speeding up execution and enabling operators to engage players with far greater relevance.
This innovative approach is one of the main reasons Optimove has established itself as the global leader in iGaming player engagement.
Local expansion and consolidation
Since registering its legal entity in June 2025, Optimove Brasil Marketing Platform LTDA has intensified its local operations. The initiative solidified its presence, streamlined processes, and paved the way for closer collaboration with operators and partners.
Currently, four of the five largest iGaming operators in the region use Optimove to enhance engagement and marketing efficiency, including EstrelaBet, Betnacional, Betano, and Bet365. The company also serves major digital and entertainment brands such as NSX Group and Alfa.bet, reinforcing its position as Brazil’s leading engagement solution for iGaming operators.
“The Brazilian market moves fast, and staying competitive means adapting quickly. Optimove has brought more precision and scale to the way we engage players,” says Renan Cavalcanti, CMO of EstrelaBet.
“The platform helps us use data more intelligently to create campaigns that are faster to launch and more relevant to each audience. It has become an important part of how we strengthen loyalty and deliver better player experiences,” he adds.
Strengthened local team
To meet growing demand and elevate the quality of its delivery, Optimove has expanded its team in Brazil with strategic hires in Customer Success, Sales, and Partnerships. The new team members are:
Heloísa Bianchi, partnerships executive with experience in marketing and growth across iGaming, betting, retail, tech, and payments
Rafael Alessi, sales executive with a strong background in CRM, SaaS, and marketing operations
Rodolfo Niro Nascimento, Customer Success manager specializing in engagement and retention in the iGaming market
“We feel privileged to support brands as a platform and player engagement solution since 2012. With our experience and what we’ve been hearing from companies, we see a market with enormous potential but also concrete challenges as the Brazilian sector accelerates,” said Felipe Costa Nadalini, Senior Account Executive at Optimove Brazil.
“Our role is to use our technology and expertise to help operators anticipate changes, strengthen connections with their customers, and build sustainable relationships that drive loyalty and growth.”
LATAM in focus
The movement in Brazil is part of a broader effort across Latin America, where Optimove continues to expand its client base, evolve its portfolio, and strengthen its operations. The region is a strategic priority in the company’s global efforts to deliver scalable marketing solutions capable of generating long-term value.
Optimove’s engagement platform combines Marketing CRM, Gamification, Digital Personalization, and Bonus Optimization into a single AI-driven suite. It enables Brazilian and global operators to plan, launch, and measure marketing programs directly connected to retention, loyalty, and revenue growth—always responsibly and at scale.
“Brazil is one of the most dynamic iGaming markets, full of opportunities but also real complexities. It is an honor to see leading operators trust us to help them build deeper connections with their customers,” said Tomer Imber, Senior Director of Sales at Optimove.
“The progress we’ve achieved this year is a testament to the work of Felipe and his team, and to Optimove’s continued commitment to being the Positionless Marketing platform that enables operators to grow smarter and faster.”
Optimove
Optimove is the creator of the Positionless Marketing concept and the No. 1 player engagement solution for iGaming and sports betting operators.
Positionless Marketing frees marketing teams from fixed-role limitations, giving every professional the power to execute any marketing task instantly and independently.
This approach has been proven to increase campaign efficiency by 88%, enabling teams to create more personalized and relevant customer experiences.
For the second consecutive year, Optimove has been recognized as a Visionary in the Gartner Magic Quadrant for Multichannel Marketing Hubs, thanks to its AI-driven decision-making, prescriptive insights, and proven ability to orchestrate thousands of personalized campaigns in real time across multiple channels. AI-powered marketing has become a hallmark of the company’s visionary leadership.
By incorporating AI into its platform as early as 2012, Optimove paved the way for today’s Positionless Marketing standard. Its platform includes Optimove Engage and Orchestrate for decision-making and multichannel campaign orchestration; Optimove Personalize, its digital personalization engine; and Optimove Gamify, its gamification and loyalty solution.
Today, its full suite of AI-powered solutions is at the forefront of marketing transformation, enabling professionals to optimize their workflows from insight to creation to optimization.
Optimove offers vertical- and use-case-specific solutions for major global consumer brands.
EstrelaBet
EstrelaBet is Brazil’s leading gaming tech company, operating under a permanent license in the national iGaming market.
Recognized as the country’s top betting operator, the company has received awards such as “Best Sports Betting Operator in Brazil” and “Rising Star of the Year” at SBC Awards Latinoamérica 2022, as well as two consecutive wins at the SiGMA Americas Awards in 2023 and 2024.
In 2025, the company also stood out at the BiS Awards in the categories “Best Responsible Gambling Initiative” and “Best Customer Service,” at the Prêmio Consumidor Moderno in “Online Betting,” and at the EGR Marketing & Innovation Awards in “Responsible Gambling Marketing Campaign.”
With headquarters in São Paulo and an office in Belo Horizonte, EstrelaBet is known for innovation, its commitment to responsible gaming, compliance with advertising regulations, and support for sports and entertainment.
In partnership with FUMEC University, the company develops pioneering initiatives to prevent problem gambling, using cutting-edge technology to offer users a secure experience with psychological support.
Sports integrity is also a priority, supported by rigorous processes and strategic partnerships, including Genius Sports and the International Betting Integrity Association (IBIA).
Source: GMB
