Optimove is a CRM marketing platform that sells into iGaming as a primary vertical rather than a side market. The difference matters: the segmentation model, the campaign measurement and the journey logic are built around repeat-play behaviour, not around e-commerce carts.
The core idea is orchestration. Instead of a campaign calendar, the platform holds a live model of every player and decides which journey each one belongs in, with the measurement built in so a campaign that cannibalises another one shows up as a loss rather than a win. That is the part operators most often find they cannot do with a general marketing tool.
Where it costs you is setup. A platform that models every player individually needs the event data to do it, and operators consistently underestimate the integration work before the first campaign runs. Ask what the first ninety days look like, and who on their side owns them.