In this exclusive NEXT.io interview, Optimove CEO Pini Yakuel sits down with Ross Stafford to unpack why Positionless Marketing isn’t just a buzzword, it’s a breakthrough. The full interview enlightens any iGaming marketer on why the future makes marketers a triple threat with data, creative, and optimization power. Watch the full episode here.
Key takeaways:
1. Real-time engagement is essential: In iGaming, the moment to engage players is brief. Marketers must respond instantly to player actions with relevant messages or risk losing them.
2. Traditional roles slow marketers down: Old marketing structures with separate roles for analysts, creatives, and developers can’t keep up. AI tools now allow marketers to move from insight to action much faster.
3. Positionless Marketing puts marketers in control: With access to data, creative tools, and optimization in one place, marketers no longer need to wait on others. They can create, launch, and improve campaigns quickly, increasing efficiency and personalization.
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The iGaming Imperative: Real-Time or Nothing
iGaming operators face a brutal truth: if marketers don’t engage players in real time, operators have already lost them. Whether it’s a reactivation nudge, a bonus after a big win, or a personalized offer during a live session timing is everything. And today, it’s possible to meet that expectation using AI and real-time customer data.
But just having the tools isn’t enough. iGaming marketers need the right operating model.
From Siloed Teams to Superpowered Marketers
Traditional marketing followed a linear path: analysts generated insights, creatives designed campaigns, and engineers handled execution. This siloed, assembly-line structure is too slow for the pace of modern iGaming.
AI changed the rules. Machine learning enables accurate predictions, generative AI accelerates content creation, and agentic AI empowers marketers to execute and optimize campaigns in real time. Today, marketers can go from insight to action in seconds, not days. Read how FDJ United reduced sending a single campaign from six weeks to a day.
Positionless Marketing breaks down the old constraints of fixed roles. Instead of waiting on analysts, designers, or developers, marketers can take action across the full lifecycle of a campaign, from segmentation and creative to testing and optimization…independently.
Powered by Optimove, the Positionless Marketing Platform delivers three transformative powers:
Data Power: Instantly uncover customer insights for precise targeting and hyper-personalization
Creative Power: Generate channel-ready content on demand, without bottlenecks
Optimization Power: Launch campaigns that optimize themselves through AI-led orchestration and real-time testing
The result? Faster execution, leaner teams, and more relevant player experiences. According to Optimove data, Positionless Marketing improves campaign efficiency by 88%.
Why Positionless Marketing is a necessity for iGaming
In iGaming, Positionless Marketing is more than a trend; it’s a necessity. The industry is defined by real-time interactions, high competition, and the growing cost of retention. Operators that can personalize at speed will win.
Positionless Marketing empowers operators to do the following:
Respond instantly to in-the-moment behavior
Launch individualized journeys with fewer handoffs
Operate with agility in a fast-changing environment
Test and refine promotions in real time
As Yakuel emphasizes, this is not about replacing marketers; it’s about liberating them to do more, faster.
Optimove: A History in AI
Optimove didn’t arrive late to AI; it helped define it. In 2012, it became the first CRM Marketing Platform to embed AI with lifecycle prediction. In 2016, it launched OptiBot, and in 2023, it introduced OptiGenie, an AI-powered suite for managing every stage of marketing: from insight to creation to orchestration.
AI isn’t an add-on at Optimove. It’s the foundation. That’s why Optimove is uniquely positioned to help iGaming brands thrive at the edge of what’s possible.
The CRM Marketer Evolution’s Curve Guide
Download this guide to learn about the 5 stages of a marketer’s evolution. Discover which level you are on and how you can move up.
In Summary:This Is the Positionless Marketing Moment
Every transformative era begins with a shift. Just as the printing press, electricity, and smartphones redefined their times, AI is reshaping marketing today.
Positionless Marketing isn’t a future idea; it’s happening now.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
