Read time 3 minutes
The most advanced orchestration engine, ever.
Unified data, AI decisioning, and Self-Optimizing Journeys — all in one.
Key Results at a Glance:
When Herd Gaming launched in July 2025, it was like most emerging-growth operators: running its entire CRM marketing function with a small team. In Herd’s case, the team was two people. There was no dedicated data specialist, no in-house AI team, and no internal engineering resource.
In iGaming, large enterprise-grade operators with extensive CRM marketing teams set the standard for player expectations. Players expect the same responsiveness from Herd Gaming. Here, a two-person team needs to deliver enterprise-grade marketing.
On most teams, a campaign moves down an assembly line: the strategist waits for the analyst, the campaign manager waits for the creative, and everyone waits for data analytics. At Herd Gaming, there is no line to wait in, and no one to hand the work to.
The team's insight has to come from clear, trustworthy reporting rather than a large analytics team. That sets a high bar for any tool.
Real-Time Reporting a Marketing Team Can Act On Alone .
For Herd Gaming, the answer was a platform the marketing team could run themselves.
They turned to Optimove for direct access to real-time reporting, so they can review performance and make decisions without waiting for engineering or a dedicated analyst to translate the numbers first.
Player engagement runs through automated flows inside Optimove, so campaigns respond to player behavior as it happens rather than on a delayed reporting cycle.
Live From Day One, Powered by Just Two People
Herd Gaming implemented Optimove's real-time SDK and triggered campaigns at launch in July 2025, partnering with the Optimove team on the integration.
Enterprise-grade automation was in place from day one, rather than something the team grew into over months. That timing shaped how the team works. Herd Gaming's marketers don't hand off. They see the segment, build the campaign, launch it, and read what happened, with no queue in between.
It made them Positionless Marketers: equipped to do any part of the job, rather than dependent on fixed roles in a chain.
"We're running the same kind of CRM program as operators with ten times our headcount. Real-time data, automated flows, reporting, we act on the same day. The difference is that there's two of us, and Optimove covers the rest."
Sofia Lehtonen, CRM Manager, Herd Gaming
Enterprise Output from a Two-Person Team
Herd Gaming went from zero to an average of 250 campaigns a month, run by two people.
That is what happens without a marketing assembly line. The team reads the reporting, decides, and launches, and the cycle repeats as often as the calendar allows.
"Optimove gives us the behavioral insights and post-campaign reporting we need to eliminate wasted spend, track lifecycle movements, and deliver player journeys that measurably keep players engaged."
Sofia Lehtonen, CRM Manager, Herd Gaming
For lean CRM teams without a large data function, the lesson from Herd Gaming is simple: Positionless is power.
Let AI decide the next best action.
