Smartico and Hybrid Interaction team up on iGaming CRM services

Smartico.ai, a gamification and CRM platform provider, has announced a collaboration with CRM consultancy Hybrid Interaction aimed at delivering managed services to iGaming operators, the companies said on 6 January.

Under the partnership, Smartico’s clients will gain access to Hybrid Interaction’s consultancy expertise to refine player marketing operations, personalised CRM strategies and retention programmes across international markets.

The two firms said combining Hybrid Interaction’s industry knowledge with Smartico’s technology platform would allow operators to draw on the full scope of Smartico’s tools through a team of certified specialists. The stated aim is to improve operational efficiency and strengthen player engagement.

Focus on back-office and promotions

According to the companies, the collaboration is designed to help operators deepen player relationships by simplifying back-office workflows and building more effective promotional calendars. Hybrid Interaction, which the release states has completed more than 200 projects, brings what it describes as decades of CRM experience to the partnership.

Both companies plan to exhibit at ICE 2025 at Fira Barcelona Gran Via, where they intend to present further details of the tie-up to operators.

Executive comment

Yuval Mechoullam, chief business development officer and co-founder of Smartico, said the partnership gives operators the chance to optimise operations by pairing Smartico’s technology with Hybrid Interaction’s expertise, adding that the companies aim to ensure clients get the most from the tools available to them.

Shahar Attias, chief executive of Hybrid Interaction, said gamification had been a major theme in iGaming during 2024, and that combining his company’s CRM expertise with Smartico’s engine would allow the partners to put their strategies into practice and improve clients’ player lifetime value and engagement.

Smartico describes itself as a provider of CRM automation and gamification tools focused on real-time engagement, retention and personalised, data-driven marketing for its clients.