Send-Time Precision: Send Time Optimization

Send Time Optimization (STO) is now generally available and enabled automatically for all clients who are live with Campaign Execution 2.0 (CE 2.0). Instead of guessing one send time for a whole audience, STO learns when each customer is most likely to engage and delivers to them at that moment.

• Per-customer timing: a machine learning algorithm analyzes each customer's engagement data (opens, clicks, web and app activity) and builds a priority list of the best send hours, per channel
• Smart delivery window: messages go out at the customer's highest-priority time within the campaign's send window
• Cold-start handling: customers with limited engagement history get a randomized send time to help train the model
• Always current: priority scores refresh daily to stay in step with changing behavior
• Where to find it: available for Email and Mobile Push scheduled campaigns; select "Agentic Decisioning" in the send time field under execution details, then set a start and end window
• Fast to activate: when you create your first STO campaign, the models start training on available data and are ready within about two hours

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From the First Moment: Day 0 Streams

Day 0 Streams is a new way to engage customers the moment they register or complete a key action, then guide them through a single connected journey from day 0 onward. Streams use trigger-based entry, so any customer who fires the entry trigger enters immediately, including newly registered customers.

• Immediate entry: trigger-based entry brings customers in the moment they activate the entry trigger, with no waiting for audience calculation
• Behavior-based branching: follow up with a series of triggered campaigns and branch on customer behavior using Wait for Event Splits
• Seamless handoff to day 1: transition into scheduled campaigns and segmentation without breaking the journey
• One place to measure: track the full journey from the first interaction in a single view

Example use cases include welcome and onboarding for all verticals, rapid deposit follow-ups at 30, 45, and 60 minutes for gaming, post-KYC activation, and abandoned cart recovery for ecommerce, each continuing into day 1 regardless of outcome.

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Positionless Everywhere: Optimove MCP Connector

Run Optimove from outside the platform and be Positionless everywhere you work, whether that is in Claude, ChatGPT, or any other AI tool. The Optimove Model Context Protocol (MCP) Connector lets AI assistants talk directly to Optimove, so you can create campaigns, explore Target Groups, and get answers in plain language, wherever you already think and plan. No navigation required.

Here is what you can do:

• Analyze performance conversationally: ask about campaign performance, key performance indicators (KPIs), and channel metrics in plain language
• Build the building blocks: create Target Groups, campaigns, actions, attributes, and Promotions as drafts
• Explore your data: look into customers, audiences, attributes, events, and other building blocks
• Get expert answers: gain expertise on any Optimove feature or workflow on demand

Campaigns are created as drafts that must be reviewed and executed from the platform itself, so you stay in control. Streams, real-time profile attribute and event creation, and minigame creation are all coming soon.

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Speed When It Counts: Quick Send Campaign

Quick Send is a new type of scheduled campaign that helps you act on timely opportunities by creating and launching simple campaigns instantly: a simple Target Group, one channel, one template, one action, sent immediately. It is built for time-sensitive moments, like a goal during a live match or another key event.

• Move faster: go from a real-time opportunity to a live campaign in about a minute
• Purpose-built: designed for time-sensitive moments where every second matters
• Availability: Optimove native channels only, CE 2.0 tenants only

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One Call, Many Fans: API-Triggered Smart Campaigns

Send a single Application Programming Interface (API) call when something happens in your system, such as a goal scored, a creator going live, or a product coming back in stock. Optimove instantly delivers it to every opted-in subscriber through the Preference Center as a regular triggered campaign. One call reaches your entire opted-in audience, so there is no need to generate an event for each individual customer.

For use cases where topics are created on the fly (new teams, new creators, new products), the Preference Center now also supports dynamic topic creation via API.

• Execution limits apply: audience size per campaign execution is capped at 20,000 customers
• License: included under the Optimove Personalize Smart Campaigns license, with no standard inventory or events integration needed
• Technical and self-serve: requires a developer resource on your side

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Fewer Clicks to Launch: Create Triggers in Campaign Builder

Marketers can now create triggers directly inside the Triggered Campaign Builder, with no need to set them up separately on the Realtime Triggers page before starting a campaign.

• Define on the spot: create a new trigger while setting up a triggered campaign, without leaving the page
• Multi-event triggers: a pop-up opens when you want a trigger with multiple events
• Edit in place: existing triggers can also be edited directly from Campaign Builder
• Faster launches: less back-and-forth between pages and faster time-to-launch for triggered campaigns

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One Campaign, Every Customer: All Customers Target Group

We are rolling out a new option in Campaign Builder: "All Customers" as a Target Group for triggered campaigns. It adds a predefined option to the Target Group dropdown that applies no segmentation logic and requires no audience calculation. Any customer who fires the trigger is targeted, including day-0 customers.

Until now, reaching both existing customers and newly registered ones with a triggered campaign meant running two separate campaigns, one per audience. With "All Customers," a single campaign covers both, based solely on the trigger.

• Less manual setup: one campaign instead of two for mixed audiences
• Unified tracking: see all results in one place
• Lower overhead: reduce day-to-day campaign management work

Always in the Loop: Conditional Execution System Notifications

Clients using Scheduled Conditional Execution are now notified automatically about missed deadlines and low approval rates, giving full visibility into how conditional campaigns are performing live.

• Conditional Approval Missed: sent when a campaign's execution window has closed and the status is already "No customers," keeping teams informed for monitoring and reporting
• Low Conditional Approval Rate: sent when approved customers at deadline time fall below 50% of the initial audience, helping teams spot under-performing conditional campaigns
• Simple setup: both notifications are delivered by Email, registered once per notification in Settings, then System Notifications

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Never Miss a Failure: Event Listener Issue Notifications

You can now receive automatic email alerts when there is an issue with one of your event listeners or webhooks. When a listener fails, whether it is an error (403, 404), a timeout, a broken URL, or a rate limit (429), Optimove sends an email with the exact listener URL, event type, and error message, so you can identify and fix the issue fast.

• How it works: an alert fires on the first detected issue, then no more than once every 10 minutes per listener
• What the email includes: event type, listener URL, and error details
• How to enable: go to Settings, then System Notifications, and register for "Identified issues with event listeners"

This is fully self-serve, so you can turn it on whenever you are ready. Supported event types are 1, 5, 11, 13, 14, 18, and triggered conditional execution notifications.

What You See Is What They Get: Smart Preview and Send Test

Academy documentation is now available for Smart Preview and Send Test across channels, and the functionality makes testing far quicker. Preview now renders personalization tags, Data Connections, and all things Liquid, so you no longer see tag placeholders, everything appears fully rendered.

• True-to-life preview: personalization tags, Data Connections, and Liquid render exactly as the customer will see them
• Test without a campaign: Send Test is available directly in the preview modal, with no need for a scheduled campaign or multiple tabs
• Availability: the Liquid editor must be enabled to use Smart Preview and Send Test; there are no changes to preview or send test in Email at this time

Documentation is available for Web Push, Mobile Push, and SMS templates.

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Ready at a Glance: Recommend Live Method Indication

In the Recommend Placement Editor in Optimove Personalize, you can now see at a glance whether each personalization method is trained and ready to use for your brand, thanks to a simple color-coded dot indicator. This was the most requested capability in Recommend, and it removes the guesswork around method readiness.

• Green dot: the method is live (the model is trained) and available for your brand to use
• Grey dot: the method is not enabled or not yet trained

The indicator eliminates the need to contact your Customer Success Manager, Customer Success Engineer, or the machine learning team to verify which methods are ready, so you can build placements with confidence.

A Fresh Look: Segmentation and Funnel Explorer Redesign

Two of the analysis tools you rely on most have a cleaner, more polished new look, with the same powerful capabilities underneath.

• Segmentation Explorer: the same customer counts, attribute comparisons, and cohort analysis, now with a cleaner, more intuitive experience and faster insights
• Funnel Explorer: conversion rates, time-to-convert, daily trends, and customer value breakdowns are now available in a clearer, easier-to-read layout

More Game, More Control: Minigames Enhancements

Minigames (formerly Adact) picked up several enhancements this cycle that give you more control over gameplay, configuration, and player experience.

• Trivia time limits: the Trivia game now supports two timer modes. Per-Question runs a countdown for each question and auto-advances on expiry with no points awarded; Per-Game sets a total time budget for the full session, where the in-progress answer counts and remaining questions score zero. The countdown visuals are fully editable from the game editor's Visuals section
• Multiple webhooks per brand: if you run multiple brands under one Optimove Minigames account, you can now configure separate webhook settings (URL and event subscriptions) per brand, with the API key staying the same across all brands. No additional feature flag is needed
• T&C checkbox toggle: you can hide the terms and conditions checkbox from the game experience via a platform-level setting, removing the need for custom CSS workarounds and creating a lower-friction entry into games
• Advent Calendar 3-state doors: the Advent Calendar game type now supports an expired door image state, in addition to the existing closed and open states, so players can visually distinguish upcoming doors from past ones

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Sharper Comparisons: Benchmark Report Expansion

The Benchmark Report has a meaningful upgrade that gives operators more relevant comparisons across more of the gaming landscape.

• Expanded vertical coverage: the report now spans Sport, Casino, Multi Gaming, Sweeps, Lottery, Poker, Social Gaming, and Bingo, so more brands can benchmark against a peer group that reflects their business
• More precise mapping: refined vertical matching groups brands with their true peers, making the numbers more representative and more actionable
• Fairness and privacy safeguard: benchmarks appear only where there is a healthy, competitive set of comparable brands, keeping every comparison fair, statistically meaningful, and fully anonymized