Salsa Technology and Optimove partner to strengthen CRM customization for operators in Brazil and Latin America.

Optimove, creator of Positionless Marketing and the #1 Player Engagement Solution for iGaming and sports betting operators, announced a strategic partnership with Salsa Technology, one of the leading iGaming platform providers in Latin America.

With this partnership, Salsa becomes the first Brazilian platform provider integrated with Optimove, offering its operators a faster and more fluid path to advanced CRM Marketing features. The connection significantly reduces the time and operational steps required for Salsa's clients to activate Optimove, ensuring a smoother implementation process and a more efficient link between platform data and personalized player engagement. The partnership also reinforces Optimove's commitment to expanding its local presence and integrating more deeply into the Brazilian and LATAM markets.

With a strong presence in Brazil and teams in Uruguay, Peru, Mexico, Portugal, Spain, and Malta, Salsa is recognized for its reliable, localized, and regulation-ready technology. This integration enhances the value of that regional presence, enabling operators across Latin America to implement personalized, real-time CRM marketing, which increases long-term player retention and value.

Supporting a rapidly growing and evolving LATAM market.

“Brazil and Latin America are entering a new and crucial moment, driven by regulation, competition, the growing shift towards a retention-focused strategy rather than solely relying on acquisition, and the increasing need for personalized engagement,” said Heloisa Bianchi, Partnerships Manager at Optimove in Latin America. “Salsa is one of the most influential technology providers in the region. By joining forces, we are giving operators the intelligence, speed, and autonomy needed to engage players responsibly and effectively, especially in this new regulatory environment.”

“We are very pleased to partner with Optimove,” said Jefferson Torquato, Country Manager of the company. “Our mission has always been to deliver reliable, flexible, and fully localized solutions for operators in Latin America. The integration of Optimove’s advanced CRM and personalization capabilities enhances our platform and offers our clients a powerful combination of data, automation, and market expertise. This is a timely partnership for the new regulatory chapter in Brazil.”

Why this partnership is important for operators

Exclusive advantage for Salsa operators: As Optimove's first Brazilian platform integration, Salsa customers gain the fastest and most streamlined access to Optimove's CRM resources in the region.

⇒ Faster onboarding: Operators can now skip several technical and operational steps that previously delayed activation, reducing time to value.

⇒ More fluid connection between systems: Native integration allows for a smoother connection between the quality of the Salsa platform and the Optimove CRM and customization engine.

⇒ Real-time personalization based on behavior: Operators can orchestrate automated, multi-channel journeys triggered by player actions throughout the lifecycle.

⇒ AI-driven optimization: Predictive, generative, and agent AI tools help marketers improve retention, engagement, and campaign effectiveness.

⇒ Alignment with the local market: The partnership reinforces the presence and expertise of both companies in Brazil and LATAM, supporting operators as the region moves towards retention-led strategies.

Availability

Integration is available to all operators using the Salsa platform in Brazil and Latin America. Salsa and Optimove will collaborate closely with mutual clients to support onboarding, activation, and ongoing CRM strategy, ensuring operators realize immediate and long-term value from the partnership.

About Salsa Technology

Salsa Technology is a B2B provider of regulation-ready iGaming solutions, with a strong focus on Latin America and Brazil. Its Formula-Bet ecosystem includes Salsa Omni , a fully certified PAM platform; Salsa Gator (a certified game aggregator that brings together more than 20.000 titles from over 110 global providers); the game provider Salsa Studio ; and Salsa Consulting , a strategic service hub. The company also offers Salsa Safe , a management platform for regulators, and integrations with various solutions such as sportsbooks, payment processors, CRM platforms, KYC, etc.

More information: www.salsatechnology.com.

About Optimove

Optimove is the creator of Positionless Marketing and the #1 Player Engagement Solution for iGaming and sports betting operators. Positionless Marketing removes the limitations of fixed roles, giving any marketer the ability to independently perform data, creative, and optimization tasks. This approach has proven to improve campaign efficiency by 88% and allows for large-scale personalization.

Recognized as a Visionary Leader in Gartner's Magic Quadrant for Multichannel Marketing Hubs, Optimove provides a comprehensive suite of AI technology with cross-channel orchestration, digital personalization, gamification, and real-time automation. The company supports leading operators and consumer brands in global regulated markets.