innovaPlay and Smartico.ai join forces on gamification

Retention is the hardest problem in iGaming. Acquiring a player is a known cost — keeping them engaged, loyal and playing responsibly is where operators win or lose. That is why we are partnering with Smartico.ai, the industry’s leading gamification and CRM automation platform.

From today, Smartico’s toolkit is natively integrated into the innovaPlay back office. No extra contracts, no custom development — operators switch it on, configure their mechanics and go.

What the integration includes

• Points, levels, missions and tournaments layered over any casino or sportsbook product.
• Real-time CRM automation triggered by player behaviour — deposits, streaks, inactivity.
• Personalised bonus and free-spin rewards connected directly to our Bonus Engine.
• A unified loyalty wallet that follows the player across every vertical.

Their client-focused approach and team of iGaming experts make them an ideal partner. Our tools will empower innovaPlay clients to deliver personalised experiences, boost loyalty and increase overall player satisfaction.

Betina Todorova — Partnership Manager, Smartico.ai

Why it matters for operators

Gamification is not decoration — it is measurable retention economics. Operators running structured loyalty mechanics consistently see longer sessions, higher reactivation rates and better bonus ROI than blanket promotions can deliver.

The integration also feeds Smartico events into our analytics layer, so loyalty performance shows up beside GGR, deposits and risk data — one dashboard, no reconciliation.

Available now

The Smartico integration is live for all platform clients. Existing operators can enable it from the back office; new operators get it as part of every launch package.