Motti’s reflections on a decade at ICE highlight how far the iGaming industry has come, emphasizing the role of innovation, collaboration, and real-time engagement in driving success. With game-changing announcements like OptiLive and Ignite+, marketers now have more tools than ever to create personalized, impactful player experiences. ICE isn’t just a showcase—it’s a benchmark for where the industry is headed and how marketers can stay ahead.
Key takeaways:
OptiLive Launch: Real-time, personalized engagement during live betting is now possible, revolutionizing how operators connect with players during key moments.
Ignite+ Program: Emerging operators now have access to tools, insights, and guidance to scale and thrive in a competitive market.
Collaboration Through CRM Ecosystem: Partnerships with Captain Up, Enteractive, Splash Tech, and Propane demonstrate the power of collaboration in driving player engagement and retention.
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As ICE 2025 comes to an end, I can’t help but reflect on how far this event—and Optimove—has come over the years. For me, ICE has always been more than just another industry gathering. It’s a chance to take stock, connect with the team, and see how much we’ve grown—both as a company and as an industry.
One thing that really stood out this year was the sheer visibility of Optimove’s branding. From the moment I landed at the airport to the moment I stepped into the convention center, Optimove was everywhere.
Seeing our name and mission showcased so prominently alongside some of the biggest players in the industry was a proud reminder of how far we’ve come. It set the tone for what was an incredible week of conversations, announcements, and connections.
I still remember my first ICE in London back in 2015. The booth was tiny, the days were a blur of demos, and the scale of it all was overwhelming. Fast forward to 2025, and the setting couldn’t be more different.
This year, ICE made its debut in Barcelona, and the sheer scale was something else. The exhibition floor was bigger, brighter, and filled with some truly jaw-dropping booths. Some operators even went as far as setting up half a basketball court in their space. It was a clear reminder of how much the industry has grown—and how far we’ve come since those early days.
Changing the game (again) with two big announcements
For Optimove, this ICE was particularly special.We announced OptiLive, our new live sports marketing solution, designed to help operators engage players in real-time during the most thrilling moments of live betting.
We also launched Ignite+, a program created for emerging operators who need the tools and guidance to scale in such a competitive market. These two initiatives represent not just what we’re building, but also the kind of future we’re working toward in iGaming.
I had the opportunity to discuss these announcements and broader industry trends on the iGaming Daily podcast with James Ross. We explored how real-time engagement and AI are shaping the future of sports betting and what these innovations mean for operators. It was a great conversation that tied together the themes of growth, innovation, and opportunity that defined this year’s ICE.
Beyond the announcements, this year, we also hosted an executive breakfast at the two-Michelin-starred Cinc Sentits, where industry leaders gathered to discuss the opportunities in the Brazilian iGaming market. It was a great opportunity to share insights and actionable CRM strategies in an intimate setting.
At our booth, we showcased the power of collaboration through our CRM ecosystem, partnering with Captain Up, Enteractive, Splash Tech, and Propane iGaming Agency. Seeing how these partnerships elevate player engagement and retention is a testament to what we can accomplish together.
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What I love most about ICE, though, isn’t just the big booths or exciting announcements—it’s the people. It’s seeing our global team come together, catching up with colleagues I don’t get to see often, and meeting partners and clients face-to-face. This year felt like a reunion and a reminder of why we do what we do.
In Summary:A Place to Reflect
ICE has always been my benchmark—a moment to pause and see how much we’ve grown. From that first small booth in London to this year’s major announcements and partnerships in Barcelona, it’s incredible to see the journey laid out in such a tangible way.
2024 has been a milestone year for Optimove, and as I reflect on this week, I’m filled with pride—not just for what we’ve accomplished but also for the people who made it happen. Here’s to the next chapter and to see what 2025 has in store.
Safe travels, and see you next year.
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Motti Colman, VP of Revenue, Gaming at Optimove, is a veteran expert in CRM Marketing within the online and offline gaming and retail verticals. Motti combines sharp business and finance skills with business and marketing best practices, positioning him as a leader in his field. Previously, Motti headed up a High Net-Worth Family Office in London. Motti holds an ACA in Forensic Accounting from BDO.
