Salsa Technology and Optimove Partner to Strengthen CRM Personalization for Operators in Brazil and LATAM

As Optimove’s first Brazilian platform integration, the partnership enables Salsa operators to adopt advanced CRM capabilities faster and more seamlessly, supporting the region’s move toward retention-first strategies

Optimove, the creator of Positionless Marketing and the #1 Player Engagement Solution for iGaming and sports betting operators, has 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, giving its operators a faster and more fluid path to advanced CRM Marketing capabilities. The connection significantly reduces the time and operational steps required for Salsa 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 becoming more deeply embedded in the Brazilian and LATAM markets.

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

Supporting a fast-growing and rapidly evolving LATAM market

“Brazil and Latin America are entering a new and pivotal moment, driven by regulation, competition, the growing shift toward a retention-first strategy instead of relying solely on acquisition, and the increasing need for personalized engagement,” said Heloisa Bianchi, Partnerships Manager for 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 Torquatto, Country Manager at Salsa Technology. “Our mission has always been to deliver reliable, flexible, and fully localized solutions for operators in Latin America. Integrating Optimove’s advanced CRM and personalization capabilities enhances our platform and provides our clients with a powerful combination of data, automation, and market expertise. This is a timely partnership for the new regulatory chapter in Brazil.”

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Why this partnership matters to operators

• Exclusive advantage for Salsa operators: As Optimove’s first Brazilian platform integration, Salsa clients gain the fastest and most streamlined access to Optimove’s CRM capabilities in the region
• Faster onboarding: Operators can now skip several technical and operational steps that previously slowed down activation, reducing time-to-value
• More fluid connection between systems: The native integration enables a smoother link between Salsa’s platform quality and Optimove’s CRM and personalization engine
• Real-time, behavior-based personalization: Operators can orchestrate automated, multichannel journeys triggered by player actions across the lifecycle
• AI-driven optimization: Predictive, generative, and agentic AI tools help marketers improve retention, engagement, and campaign effectiveness
• Local-market alignment: The partnership reinforces both companies’ presence and expertise in Brazil and LATAM, supporting operators as the region shifts toward retention-led strategies