We are truly excited to share another interview with Smartico.ai‘s Marketing Director, Catie Di Stefano.
In this interview, Catie will talk about her personal growth in iGaming, about the company and its status in the industry, her vision for the company’s path in terms of marketing in 2025, Smartico.ai’s CRM system and much more informative.
TheGamblest: Thank you Catie for joining us at iGaming Talks. Let’s start our interview with your new career update. You have recently got a new position at Smartico.ai as the Marketing Director. If it’s not a secret what was the motivation behind leaving Online Gamblers and joining Smartico.ai?
Catie: First of all, thanks for having me here Gohar! I love The Gamblest and I’m so happy to contribute with my experience.
The decision to move from Online Gamblers to Smartico.ai isn’t a secret. The North American affiliate market has become very competitive and costly, making it challenging to achieve consistent revenue. I was initially hired to build Online Gamblers from scratch in 2022, which was no small challenge—especially since I had zero prior experience in affiliate marketing!
I hired one junior team member to help me, but even between the two of us, it was difficult to do everything from operations to marketing and sales to maintaining the website. It was a tough journey but also an incredible learning experience, especially in learning about the impact of sweepstakes, which turned out to be our most successful product and the biggest U.S. trend of 2024.
The turning point came when I was asked to stop attending conferences, let go of my colleague, and focus solely on writing articles. With 14 years in the gaming industry, I felt this shift would stall my career growth, and I expressed my concerns. My boss encouraged me to explore other opportunities, so I did.
As luck would have it—some might call it “lucky girl syndrome”—I was approached by a headhunter just a week later for a role at Smartico, where I would focus on creating brand awareness and being a spokesperson for the company at conferences.
Although I was initially hesitant since Smartico isn’t active in the U.S. (where I’ve been working since 2018), I quickly changed my mind after learning more about their innovative CRM and gamification platform.
Smartico’s software is something I believe will be transformative for the U.S. market, especially as the industry begins to shift from acquisition, where they are now, to a focus on retention in the future. I’m excited to represent Smartico and help shape that transition when the time comes!
Now, I still have a good relationship with my bosses from Online Gamblers, and I’m grateful for their blessing as it led me to Smartico. And I learned so much during my two years as an affiliate marketer, from licensing in 16 different states for casino and sports betting, to SEO, EEAT, revenue share, CPA shares, converting content and much more – it was a time of intense learning and I couldn’t have done it without my previous OG bosses.
TheGamblest: How do you like your new marketing team? Have you set any rules and working strategies for them? Can you share with us some of your recent achievements?
Catie: What marketing team? Haha! It’s just me right now at Smartico, managing all aspects of marketing solo, which has definitely been a unique challenge.
I’m used to working in small teams, but doing everything alone—like filming, brainstorming scripts, planning campaigns, etc.—has required a new level of responsibility and creativity from me.
Plus, working remotely while most of my colleagues are based in Bulgaria adds another layer, but I love challenges and see this as an opportunity for personal growth!
The team at Smartico has been incredibly welcoming and supportive, and I couldn’t have asked for a better company to join.
In the three months since I started, I’ve already made some progress. I hired a PR agency, learned the basics of conference exhibiting, attended two conferences, helped the software get shortlisted for an award, and helped Smartico reach over 3,000 followers on LinkedIn, along with helping our sister company, TAP, pass 1,000 followers.
We’re also in the midst of an exciting rebrand with a new website and updated marketing materials for our features and upcoming holidays. I’m looking forward to continuing to learn and make an impact in the coming months!
TheGamblest: Smartico.ai is a multi-channel engagement marketing platform. Catie, could you tell us a little more about the company and its status in the industry?
Catie: Smartico was founded by four industry veterans with decades of experience in gaming. Although the company launched just before COVID, it has experienced significant growth over the past few years.
Smartico was built as a complete CRM automation and gamification platform designed to create personalized user journeys and flows. By automating communication through email, SMS, push notifications, pop-ups and combining this with gamification and loyalty tools, Smartico helps teams boost engagement and reduce churn.
With us, operators can build player journeys that reduce bonus costs by integrating customizable mini-games, quiz games, spin-the-wheel, jackpots, prize drops, points, levels, badges, avatars, and more—all designed to deepen player investment in the brand.
What sets us apart is our unique combination of CRM and gamification in one software solution. This combination allows CRM teams to work seamlessly with the same segments, attributes, and real-time data without needing third-party integrations.
Plus, CRM and gamification are included as a single package, so operators don’t have to pay extra for gamification or juggle a separate CRM system.
In addition, our sister company, TAP (The Affiliate Platform), offers an innovative affiliate management system that’s customizable, supports multiple languages, and is available as a mobile app for ultimate control.
TAP stands out because it also incorporates CRM and gamification to engage affiliates—something I always found missing in affiliate programs when I worked with Online Gamblers.
During my time in affiliation, many operators would send me promotional assets through Gmail, which created a lot of confusion, especially for those operators managing multiple brands.
TAP solves this by giving operators the ability to easily provide affiliates with promotional materials, while also engaging affiliates through gamified features like tournaments, points, levels, badges, and mini-games.
It’s truly a first-of-its-kind solution in affiliate management that boosts the social elements in the small community of gaming affiliates, addressing gaps no one else has tackled.
Interestingly, Smartico hasn’t invested in marketing previously—I’m their first marketing hire. They’ve grown entirely through word of mouth, and now my goal is to expand that awareness and showcase what Smartico can offer operators.
TheGamblest: As the Marketing Director at Smartico, can you share with us your vision for the company’s path in terms of marketing in 2025?
Catie: Our main focus in 2025 will be a series of almost monthly exhibits and continuing our rebranding process to align with Smartico’s growth and evolving identity.
My role as Marketing Director is to increase awareness of the company, especially in North and South American markets. I believe that Smartico’s gamification features will resonate strongly in these regions, where there’s a strong appetite for social and interactive gaming experiences.
With my background in the U.S. market, I’m proud to bring Smartico’s innovative CRM and gamification tools to new audiences who value engagement and player retention.
In addition to building brand visibility, 2025 will also be a year of product expansion. We’re planning to launch several new gamification features, giving operators even more tools to create personalized, rewarding experiences for players.
If you want to stay informed about our upcoming engagement tools, follow us on LinkedIn. We’ll share updates on each new feature on Smartico’s journey!
TheGamblest: What exactly distinguishes Smartico.ai from other gamification and loyalty platforms?
Catie: Three major aspects set Smartico.ai apart from other gamification and loyalty platforms. First is our extensive gamification offering. Smartico began focusing on gamification years before other CRM platforms, giving us a significant head start. This headway means we can offer a much larger library of engagement features, thanks to years of dedicated development.
The second distinguishing factor is our personalization capability. Every feature can be customized by operators to align with their brand or specific campaigns—whether it’s a unique birthday tournament or a new spin-the-wheel experience each month. You can also customize for example, the contribution model on your very own jackpots. This flexibility allows operators to get creative and craft experiences that resonate with their audience.
Finally, our pricing sets us apart. As a smaller company that prioritizes development over heavy marketing investments, we’re able to offer operators exceptional value for their money. Given our commitment to innovation, customization, and value, I’m confident that Smartico has the potential to go very far in the coming years!
TheGamblest: Can you tell us what benefits companies can expect from using Smartico.ai’s CRM system, and how does its AI-driven approach affect user engagement for iGaming businesses?
Catie: Operators can expect fewer human errors when using Smartico.ai’s CRM, as it’s designed to be user-friendly, even for junior CRM managers. The software combines simplicity with extensive customization options, making it both powerful and easy to use.
With gamification features integrated directly into the CRM, Smartico enhances the experience for both operators and players, creating a seamless engagement process.
One of the biggest benefits is the increase in player commitment and loyalty. By rewarding players for their achievements, Smartico fosters a more engaging and satisfying experience that keeps players coming back.
Our AI-driven approach takes it a step further—using predictive models to help operators detect patterns related to churn and lifetime value (LTV).
We also offer a feature called “Best Time,” an AI-based model that identifies individual user behavior patterns, allowing operators to send SMS, email, and push notifications at the most effective times for each user. This personalized timing significantly improves engagement and boosts overall retention for iGaming businesses.
TheGamblest: Catie, you also actively participate in iGaming events, we would like to know how much do you think these events are important and what exact benefits can you highlight?
Catie: Attending events really depends on your role, but I believe it’s essential for maintaining relationships for anyone building a career in the industry. iGaming is a small industry, and it’s common for competitors today to become colleagues or clients tomorrow.
It’s a long game, and over my 14 years in the industry, staying connected has proven invaluable. From keeping in touch with friends I made as a 19-year-old in customer support, to checking in regularly with former bosses in the U.S. from my time during COVID—it’s been incredibly beneficial.
Events are also great for making new connections; you never know who you’ll learn from in the future! Since we’re all spread out across the globe, these gatherings provide a unique opportunity to come together, share insights, and stay updated on industry trends. Attending these events is one of the best ways for me to keep learning, both from conversations and from listening to panels.
TheGamblest: As a mom to two little girls, how do you manage to balance your family life and active presence in the iGaming industry?
Catie: Balancing work and family life doesn’t come with a one-size-fits-all solution, but having a supportive partner has made all the difference for me.
My husband isn’t in the industry, but he’s my biggest inspiration and mentor, especially when it comes to marketing and loyalty. We agreed early on before our marriage that he would take on the primary role with the kids while I focused on my career. When our daughters were younger, they didn’t attend nursery, and we didn’t have a nanny or family nearby, as we live abroad. Instead, we both worked from home and did our best to raise our now 7- and 8-year-old girls together.
Nowadays, we have an arrangement where I handle all the pickups, drop-offs, sports, and play dates the week before and after any business trip to give my husband a break before/after I’m away. My daughters are also older now, so when I’m away, we call and text each other every day to stay in touch.
Honestly, it hasn’t been easy. Coming from Sweden, where parents often get a year or more of maternity leave, it was heartbreaking for me to have less than six months at home with each of my babies. When my youngest daughter was six months old, I started traveling every two weeks between Malta, where we lived then, and Spain, where we live now. I can’t count the times I’ve felt like I was missing out and cried my eyes out missing them.
But I knew I wanted a different future for my daughters than what I had growing up. I was raised in a low-income household by immigrant parents who worked hard to build a life in a new country. My brother and I were in the nursery from 7 am to 7 pm every day so they could go to school, learn the Swedish language and work.
I wanted my daughters to experience something different—a stable home life, full-time presence from at least one parent, and lots of opportunities to learn and grow with our support. I want them to be able to work and do whatever they want in the future.
When I started traveling to Spain when my kids were still babies, it eventually allowed us to relocate to Marbella, which I believe has given my daughters a better life in terms of school, friends and hobbies.
And that’s my motivation: every time I leave for business, I remind myself that the sacrifices I make now open doors for my daughters in the future. My ultimate goal is that in 10-15 years, when my daughters have lives of their own, I’ll be able to support them wherever they go, both emotionally and financially.
TheGamblest: Let’s end our interview with your background, Catie. What experiences or turning points in your career led you to become a part of iGaming?
Catie: I’ve always been interested in games and technology, but my journey into the iGaming industry actually began after a traumatic experience.
When I was 19 and working one of my first real jobs as a cashier in Sweden, I was robbed. I blamed myself for what happened, which led to depression and anxiety—challenges I still deal with today. That experience made me want to leave Sweden and start fresh somewhere else.
I googled “Where can Swedish people easily get jobs abroad” and found that Malta had a high demand for Swedish-speaking customer support agents in the gaming industry. I impulsively booked a flight, planning to stay for just a few months, but I quickly fell in love with the industry, the pace of technological development, and the vibrant, young community around me.
In 2011, when I started, mobile slot games didn’t even exist yet, and many European markets were still “grey.” It’s been a roller coaster watching the industry evolve since then, and over the years, I’ve become deeply passionate about regulations, responsible gambling, and marketing.
A few key turning points shaped my career path. One of the biggest was being hired to help launch Hard Rock Online Casino & Sportsbook in New Jersey after PASPA was repealed. That role made me one of the first to work in the regulated U.S. online sports betting market, giving me invaluable experience and a unique perspective on the industry.
Another important moment in my career was being made redundant—a scary experience that ultimately led me to start my own consulting business. Shortly after, Hard Rock in New Jersey reached out and brought me back directly to them as a consultant, even helping me obtain my own supplier license in NJ. I stayed on for an additional two years with Hard Rock, and I’m forever grateful for that opportunity.
It was also incredible to have my first speaking panel in New York, where I spoke as a U.S. online gaming expert about Florida, New York, Texas and California during Next.io in 2021. Since then, I’ve been booked for an additional 17 speaking panels across the globe in the last three years and have worked with high-level stakeholders in the gaming industry, including founders, investors, politicians and lawmakers from many jurisdictions.
Now, joining Smartico feels like another exciting chapter and a potential turning point in my career. I’m eager to see where this journey takes me and how we can continue driving innovation in the iGaming space!
