By Tatiana Martins, journalist at G&M News.
Latin America has been a fast-growing market for iGaming and digital businesses. How do you see the current moment of the region, and what opportunities does it represent for the company?
Today, Latin America looks much like the European Union a decade ago. The difference is that, with today’s technological advancements, what took the EU ten years to accomplish, the region will do in just three. Markets like Brazil are moving toward regulation at scale, while countries such as Peru are building frameworks that will shape the next decade of the local industry. This creates enormous opportunity, but also significant pressure on operators to adapt quickly and build sustainable foundations for growth. The region is also unique in the sense that many operators are starting fresh, without the burden of outdated systems or siloed processes. That gives them the chance to move directly into modern, AI-driven CRM strategies. We see operators eager to adopt best practices from mature markets, such as real-time engagement, lifecycle marketing, and responsible gaming, but doing so with a speed and agility that reflects the mobile-first nature of the region. For Optimove, the opportunity lies in enabling this next generation of operators to become truly player-centric from day one. By combining deep behavioral data with a Positionless Marketing approach, we help LatAm operators build stronger relationships, accelerate loyalty, and scale personalization at the speed of the players in a way that meets their expectations.
Optimove recently announced its repositioning as “The Positionless Marketing Company.” Could you explain what this concept means and why it is so disruptive for the gaming industry?
Have you ever been so fed up waiting for something that you said, “Forget it, I’ll just do it myself”? You did it, it was faster and better, but it did not scale. That is exactly how marketing works today in most organizations. Campaigns move through an assembly line: analysts crunch the data, designers build the assets, and engineers deliver reports. Everyone is locked in their position, and marketers end up waiting. By the time the campaign is ready, the moment has already passed. Technology changes that equation. It makes it possible to do yourself, at scale, what once required waiting on others. That is what we call ‘Positionless Marketing.’ You are no longer locked into one position in the assembly line. You are empowered to play all the positions when you need to. With Data Power, you can pull insights yourself without waiting on analysts. With Creative Power, you can generate channel-ready assets instantly instead of waiting for designers. With Optimization Power, you can test and refine campaigns in real time instead of waiting for quarterly reviews. Positionless means empowered. The impact is huge. What once took weeks now takes hours. Caesars cut campaign launch times from five days to five minutes. FDJ United went from seven teams working six weeks on one campaign to one team completing it in a single day. That is why Positionless Marketing is disruptive. It does not just speed things up; it redefines marketing, giving every marketer the freedom to act at the speed of the customer.
How does the Positionless Marketing approach change the way brands engage with their audiences?
Players today move fast. They expect brands to anticipate their needs, recognize them instantly, and respond with relevant experiences. The assembly-line model of marketing creates delays and generic interactions that leave players disengaged. Positionless Marketing changes this completely. By giving marketers the ability to act on data, create content, and optimize results in real time, it shifts engagement from one-off campaigns to continuous conversations. Instead of waiting for the next promotion or email blast, players experience a journey that adapts to their behavior and feels personal at every step. For operators, this means stronger relationships and greater loyalty. Every interaction, whether through email, push, SMS, or in-app, becomes an opportunity to connect in a way that is consistent, timely, and strengthens customer lifetime value.
AI is no longer a buzzword but a daily tool for marketers. How is the company integrating AI into its platform to help operators and brands deliver personalization at scale, especially in competitive markets like LatAm?
AI-led marketing is a hallmark of Optimove’s visionary leadership. With AI directly embedded into our platform as early as 2012, Optimove paved the way for today’s Positionless Marketing standard. Our embedded AI suite, OptiGenie, combines predictive, generative, and agentic capabilities to help marketing teams become truly Positionless. It empowers them to uncover player insights instantly, generate tailored content for every channel, orchestrate journeys in real time, and continuously optimize performance. The real transformation is how this shifts marketing from one-off campaigns to ongoing, adaptive relationships. Our platform can identify when a player is at risk of churning, recommend the best retention strategy, and deliver the right message at the right time. This level of automation allows operators to connect with players in ways that feel personal, immediate, and valuable. In Latin America, the stakes are even higher. The region is mobile-first, competition is intensifying, and players are quick to switch if they do not feel recognized. At the same time, many operators are still building their CRM foundations, which makes agility essential. AI gives them the chance to move directly into modern, real-time engagement strategies. With Optimove, marketing teams in LatAm can act instantly on player behavior, scale personalization without adding large teams, and ensure every interaction builds trust and loyalty. That combination of speed, scalability, and responsibility is what will separate the leaders from the rest in this market.
What are the brand’s future priorities in Latin America, and how do you envision the role of Positionless Marketing in shaping customer engagement strategies in the region?
Our priority in Latin America is to continue to help operators build sustainable growth by shifting the focus from short-term acquisition to long-term player relationships. The region is experiencing rapid expansion, and operators that can retain and nurture their players will be the ones to stand out. That requires strategies rooted in personalization, loyalty, and responsible engagement. Positionless Marketing plays a central role in this evolution. By empowering marketers with instant Data Power, Creative Power, and Optimization Power, it allows them to act with speed and independence. In practice, this means operators can understand players more deeply, create channel-ready campaigns instantly, and continuously optimize performance without relying on multiple teams. The result is real-time engagement that feels consistent and personal across every channel. For Optimove, the opportunity is to support this new generation of operators as they adopt modern CRM practices from the very start. Latin America’s mobile-first audience and fast-changing regulatory environment demand agility, and Positionless Marketing provides exactly that. We see a region ready to define the next wave of iGaming innovation, and our role is to provide the tools and expertise that will turn this potential into sustainable success.