Why The Right CRM Partnership Changes Everything

Recently, I found myself in Optimove’s London offices, personally invited by their team for drinks and a proper look at how they operate. I’ll be honest, I was flattered. After nearly 30 years in this industry, getting that kind of personal invitation still feels good.

And those offices? Absolutely stunning. But what impressed me more was what I discovered about how they actually work.

When Optimove first entered the iGaming space, I immediately saw something different. This wasn’t just another CRM trying to muscle into gaming, this was a solution built to understand the unique complexities of our industry. Player lifecycles, retention challenges, the delicate balance between engagement and responsible gaming.

But here’s what really caught my attention during the visit, the people.

The Human Factor

I’ve watched countless iGaming operators invest in expensive CRM systems only to see them become glorified email platforms. The difference with Optimove isn’t just the technology, it’s how their team approaches client success.

During our conversations, I saw something I rarely encounter, genuine enthusiasm for making their clients better at what they do. They don’t just sell you software and disappear. They dive deep into your specific challenges, train your team properly, and stick around to ensure you’re actually leveraging the system’s power.

In an industry where everyone talks about “personalization” and “player lifetime value,” Optimove actually delivers the tools to make it happen.

After 28 years of building digital experiences for iGaming operators, I’ve learned that creative excellence means nothing without the data to back it up. The most beautiful website design in the world won’t save you if you can’t retain players or understand their behavior.

That’s why Vegas Kings has aligned ourselves strongly with the Optimove team. When we’re designing user experiences and conversion funnels for our clients, having a CRM partner that truly understands gaming metrics makes all the difference.

The winning formula? Great creative + smart retention strategy = sustainable revenue growth.

The Bigger Picture

What struck me most about the visit wasn’t the impressive tech demos or the sleek office space. It was watching a team that genuinely cares about their clients’ success in a way that reminds me of the early days of our industry, when relationships mattered more than transactions.

In today’s hyper-competitive iGaming landscape, that kind of partnership approach isn’t just refreshing, it’s essential.

Thanks to Alec Gehlot, Henry Ross, Efe Yucemen, Adi Dagan and the rest of the Optimove team for the invitation and for giving myself and Vegas Kings a window into your world. Looking forward to being part of each other’s success stories and, most importantly, being that turbo boost our mutual clients need to thrive.

Choose your tech partners like you’d choose business partners. The relationship matters as much as the product.