AI Integration
Smartico MCP Server: Run Your iGaming CRM From Any AI Assistant
The Smartico MCP Server connects AI assistants such as Claude and ChatGPT to the Smartico back office, the CRM and gamification platform for iGaming operators. Build segments, campaigns and journeys, and get answers from your own data in plain language, with every change previewed and every permission respected.
Ask
Email Gold players inactive 7 days, push after 24 h
Preview dry run
Audience: Gold · 7 days
Email "We miss you"
Wait 24 h, then push
Nothing saved yet
Confirm
Create campaign
Campaign created
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Trusted by 1000+ Brands:
Your Team Already Uses AI. Now It Can Work in Smartico.
The Smartico MCP Server connects AI assistants to your back office through the Model Context Protocol, an open standard for linking assistants to external systems in a structured, safe way. Ask in plain language: the assistant finds the right objects, prepares the change, shows you a preview and acts only when you confirm. It is included in your Smartico license at no extra fee.
120+
brands used the Smartico MCP Server
75,000+
changes made in the back office through AI assistants
30,000+
analytics queries run on brands' own data
Usage in one month, September 2026.
Works with your AI tools.
Claude, ChatGPT and any MCP-compatible client connect in minutes. Your own scripts can call the same endpoint as a standard JSON-RPC API.
Preview before anything changes.
Every create and update can run as a dry run first, and riskier operations wait for your confirmation.
Only what you are allowed.
Each connection follows the user's back-office permissions and access profile, and every call is logged.
Just Ask Smartico
A real Claude session on a Smartico demo brand: a campaign report, last week's email templates, a casino deposit email and a full campaign, built from a few messages and kept as drafts for review.
- Reports. Results of the last 30 days straight from your Smartico data.
- Emails. A styled deposit offer, checked and saved as a draft.
- Campaigns. Email, a 3-day wait for a deposit, the bonus and the conversion.
- Your review. Every change is a draft until you activate it.
Your Back Office, One Conversation Away
The assistant discovers, reads, creates and updates what lives in your back office, with the same validation as the back-office screens. Teams use it to copy and rebuild campaigns and journeys across brands, build audiences and automation rules, and prepare message templates.
- Create and update: segments, real-time and scheduled automation rules, campaigns (including flows, cloning, start, stop and speed), message templates for push, email, popup, inbox, IVR and instant messages, bonus templates, banners and placements, forms, levels, formulas, label tags, avatars and avatar AI prompts.
- Look up: player properties, events, activities, bonus types, deep links and the whole gamification catalog, from missions and badges to raffles, tournaments, jackpots, mini-games and clans.
- Ask the docs: product-knowledge search across the help center, academy, FAQ and public API documentation, with source links.
- Manage media: upload images to the media library and CDN, then search, tag or remove them.
One connection, the whole back office
AI assistant
Clone campaign 12345 into a new draft
Segment: Gold players inactive 7 days
Push template in 5 languages
Which tournaments run this week?
MCP
Smartico back office
Segments
Automation rules
Campaigns
Message templates
Bonus templates
Banners & forms
Levels & avatars
Media library
Missions
Tournaments
Jackpots
Properties
■ create & update▢ look up
From Smartico Labs
Studies built on Smartico's own platform data.
No External Tools? Use the Built-In Assistant
Not every team wants to connect Claude or ChatGPT. Smartico's AI assistant is built into the back office: open it and ask. It works with the same MCP tools, under the same access profile, with no tokens, connectors or setup.
- Build by asking: segments, campaigns, journeys and message templates, shown as a plan you approve before anything changes.
- Data questions: answers from your own data warehouse as tables and charts, with the same read-only guard rails.
- Specialised agents: a product expert, a data analyst, an image creator and more, for the jobs your team repeats every week. See AI Agents.
- Your rules built in: it follows the label's instructions, documents and memory, described below.
Inside the back office, no setup
Your Rules, Your Brand, Remembered
Every operator has its own rules. Set them once for the label, and the built-in assistant applies them whenever it drafts or changes something for you, from campaigns and messages to popups and landing pages. It also remembers what your team tells it, so each task starts from your way of working, not from zero.
- Instructions: house rules for every chat, such as "add the T&C link to every message" or "no sends on Saturdays and Sundays".
- Regulation by market: the wording each licence needs, such as an 18+ or safer-gambling line, kept in one place instead of in people's heads.
- Brand and voice: colours, fonts, tone of voice and visual identity from your brand book, used when the assistant writes copy or designs content.
- Documents: brand books, regulator guides and internal playbooks that the assistant reads when a task needs them.
- Memory: preferences your team mentions in chat, like "VIP emails go out on Tuesdays", are saved for the label and used next time. CRM Admins can review and remove them.
- You stay in charge: CRM Admins set the rules, and a request in the chat always takes priority over them.
Your rules, applied every time
Instructions every chat
1Add the T&C link to every message
2UK: include the 18+ safer-gambling line
3No sends on Saturdays and Sundays
4Brand colours, fonts and tone from our brand book
Memory
✓VIP emails go out on Tuesdays
Draft email
We miss you, Alex - 50 free spins are waiting
18+ · Play responsibly · Terms & Conditions
T&C link added
18+ line added
Schedule
Requested
Saturday, 10:00
Moved to
Monday, 10:00
No weekend sends
Popup design
Brand colours and fonts
Tone: warm, no slang
Chat
Remember: VIP emails go out on Tuesdays
Saved to memory
Next VIP campaign
Scheduled for Tuesday, 10:00
Beyond Technology:
We Bring Expertise and Partnership
With Smartico, you’re not just getting gamification software - you’re gaining a partner invested in your growth. We work alongside you to build CRM expertise within your team, guiding strategy, and offering practical, hands-on insights throughout our partnership. It's the ultimate Gamification & CRM marketing solutions system tailored to your iGaming business.
1. Tailored Onboarding and Training
Our team ensures a smooth, personalized setup from day one, with training that empowers you every step of the way
2. Dedicated Success Managers
A true partner in your growth, guiding you to unlock the full potential of Smartico throughout our entire partnership.
3. Reliable, Expert Support
Our expert help is a message away, ensuring you have the insights and solutions you need to keep moving forward.
What clients have to say
Blue Ocean Gaming
Our experience working with Smartico has been very positive. Their CRM and gamification tools are a great addition to our platform, giving operators more ways to engage their players and create personalized experiences. Their team is always responsive, easy to work with, and open to collaboration, which makes the partnership especially valuable to us.
Digitain
Working with Smartico this year has been a great experience. Their team is always quick to respond and genuinely invested in helping us grow. What I especially like is the flexibility of the campaign flow and how intuitively it aligns with the user journey. The CSV import feature for marking users has been extremely useful, and the Dynamic Bonus feature, where you can apply your own formulas, gives us even more control and room to experiment. Smartico has been a reliable, supportive partner, and we value the relationship we've built with them.
Roll Casino
When we started working with Smartico, we were basically starting from ground zero: blank canvas, big ambitions, and a steep learning curve. The Smartico team rolled up their sleeves, joined every setup call, and guided us through building a CRM operation we can now brag about. Whether it was debugging email campaigns, brainstorming smarter journeys, or helping shape our roadmap, they were always there, quick, clear, and truly invested in our success. Smartico provided a partnership with the kind of support that makes even complicated configurations feel manageable.
Lucky Bet
We’ve been working with Smartico for almost a year now and have seen a noticeable increase in all our key KPIs. Combining our CRM strategy with Smartico’s gamification tools gave a real boost to monthly active users, retention and customer loyalty. We’ve used two CRM platforms in the past, but none delivered the KPI and revenue growth we achieved after launching our gamified loyalty program and automated campaigns with Smartico. They keep rolling out useful new features, and their support team is always quick and helpful. Smartico has genuinely moved our results forward.
Cazino
We’ve been working with Smartico for our CRM and gamification needs, and the experience has been excellent. The platform is intuitive, reliable, and has helped us elevate both engagement and player lifecycle management. What truly stands out is the support team - always responsive, proactive, and willing to go the extra mile to help us optimize and get the most out of the tool. Their partnership-driven approach makes collaboration easy and effective. We’re very happy with the service and look forward to continuing to grow together.
Cactus
Smartico plays a strategic role in our operations, serving as an essential platform for user engagement, retention, and acquisition initiatives. Its large-scale, real-time data processing capabilities enable the execution of highly targeted and efficient campaigns. It also stands out for its robust gamification capabilities and structured management of automated events and journeys, contributing to process optimization and the continuous evolution of the user experience.
CBData
COO CBData
We recently integrated the CRM solution from Smartico, and the experience exceeded our expectations. The communication throughout the process was excellent, with their team providing prompt and clear responses to all our questions. The documentation was easy to understand and well-structured, making the implementation seamless for our team. Based on this positive experience, we see Smartico as a strategic partner who will play a strategic role in the future success of our online casino platform. We highly recommend their services to other companies looking for a reliable and efficient CRM solution.
Casino.ua
CEO
Partnering with Smartico has been a strong step forward for Casino.ua. Their CRM automation and gamification tools have significantly enhanced our platform, helping us better engage and retain our audience. The integration process was fast and smooth, supported by their responsive team and clear documentation, which made implementation straightforward. The flexibility of Smartico’s tools allows us to customize features to fit our platform’s needs, while their diverse solutions — like the bonus engine and gamification modules - help us deliver a richer gaming experience. We’ve already seen improved player retention and satisfaction. Smartico has been a reliable partner, and their tools are a valuable asset for anyone looking to elevate their igaming platform.
Nine Casino
Head of Casino
As Head of Casino I am, always looking for ways to enhance the player experience and create long-lasting relationships with our customers. the Smartico CRM and gamification tool has not only simplified the marketing and retention efforts for my teams, but has also given them the tools we need to build a more engaged, loyal player base. Our team and I couldn’t be happier with the results, and this is only the beginning. With this innovative platform at our side, we’re excited to continue driving player satisfaction and taking our casino to new heights.
4RABET
Head of CRM
Smartico elevates our engagement strategies to reach new heights with a platform that is both technically advanced and flexible. Their ability to respond to our needs with speed and accuracy is unmatched. And their account managers? Absolute rockstars - always ready to help, invested in our success, and going above and beyond to support us. We didn’t just find a tool, we found a true partner.
E-Play24
CRM Manager
We have been working with Smartico for a year and a half now and in these 18 months we have learned to clearly see the incredible potential of this tool, which has allowed us to create projects of which we are very proud. Thanks also to the Smartico guys, who patiently and professionally showed us how to use the many features that this extraordinarily flexible software offers. Professionals like Nadiia - so available, clear and prepared - are rare gems in the world of business. A huge thank you from the E-Play 24 CRM team.
Growe
Head of Engagement
To meet the needs of our customers, a gamification platform must adhere to very high standards, and Smartico lives up to them perfectly. Quick integration, a variety of mechanics, a robust CRM component, flexibility, fair pricing, and dedicated assistance from platform specialists are the first things that come to mind when describing this platform.
Wow360
Head of CRM
Smartico is a game-changer for us. Its playful, intuitive design is both fun and functional, offering a wide range of options to improve player retention. Even small brands can easily adopt it and see great results and we’ve noticed a significant boost since using it. The customer support is exceptional: flexible, proactive, and willing to adapt to our needs. Highly recommend it to any business looking to enhance their player strategies and drive results.
Goldenpalace.be
CRM Manager
I have had the pleasure of working with Smartico, and I can confidently say they are an amazing partner. Highly Efficient Backoffice: The Smartico platform’s backoffice is seamless and robust, making it easy to manage and operate the product. Incredible Team: The Smartico team is fantastic! They are always accessible and dedicated to supporting you. (Thanks, Zoya and Gabor!) Support from Start to Finish: From the beginning of the project to daily operations, the Smartico team has been there every step of the way, offering valuable guidance. Fast and Effective Communication: Communication with Smartico is always quick and efficient. Simply Amazing: Working with Smartico is a fantastic experience. Their professionalism and friendly approach make them stand out. MAGNIFIQUE!
Playamo
CRM Manager
We’ve been using Smartico for a while now and are pleased with the results it brings. The platform is user-friendly, and its intuitive interface makes navigating and implementing changes a breeze. The gamification tools are flexible and easy to customize, allowing us to tailor them to our specific needs. Most importantly, we’ve seen tangible engagement from users since integrating Smartico, which validates the value of the service. In terms of communication, we’ve had a great experience with the team. They are responsive, open to feedback, and quick to address any issues or questions we’ve raised. Overall, it’s been a productive collaboration, and we appreciate their support.
Wiztech
CEO
Partnering with Smartico has been a game-changer for our business. Their innovative solutions and deep understanding of gamification and customer engagement have allowed us to elevate our platform and create truly immersive experiences for our users. The Smartico team is not only highly skilled but also incredibly responsive, making collaboration seamless and efficient. Whether it’s optimizing loyalty programs or implementing advanced marketing tools, Smartico consistently delivers results that exceed expectations. I highly recommend them to anyone looking to take their operations to the next level.
ProgressPlay
CEO
We have been working with Smartico for about 7 months now, after switching from another CRM platform. We have more than 200 whitelabel brands both Casino and Sportsbetting covered by the same set of campaigns, but each brand will have its own style, different currencies and languages. The Gamification has helped us increase the LTV, with players self-serving themselves with bonuses from the shop, and by using control group we see the increase of all KPI's. from the start of the integration and till now what ever Smartico promised they delivered. We recommend Smartico to any platform provider and operator.
White Hat Gaming
Head of Product Marketing
Smartico’s gamification and real-time CRM solutions are seamlessly integrated into our platform so operators can offer personalized engagement campaigns and enhanced player experiences. The combination of White Hat Gaming and Smartico ensures that these engagement tools not only boost player satisfaction but also contribute to increased retention and lifetime value.
AtlasLive
Chief Operations Officer
Our collaboration with Smartico shows our dedication to providing operators with the most personalized, effective, and high-quality solutions to boost their iGaming business expansion. We want to give our clients top-notch value by offering an adaptable, automated iGaming platform. This platform lets them tailor content and services from numerous leading suppliers to superpower their business and keep their brand unique. Bringing Smartico into the mix is another move toward expanding our range of innovative and top-quality services.
Betstarters
CRM Manager
Smartico's gamification and CRM offerings have significantly enhanced our customers' engagement and retention at BetStarters with our real-time data integration, and we look forward to our continued collaboration.
FAQ
What is the Smartico MCP Server?
Which AI assistants can connect?
Do we need Claude or ChatGPT to use AI in Smartico?
Does it cost extra?
