Marketing firm Optimove has acquired gamification marketing solutions provider Adact in a deal it says will bolster its AI-orchestrated experiences for customers.
Adact’s platform enables brands to create interactive gamification experiences, including lotteries, quizzes, prediction games and branded mini-games. Its clients include Disney, Starbucks and Amazon.
Optimove said in a release that its own Positionless Marketing Platform has been proven to improve campaign efficiency by 88%. Adact’s technology will enhance the AI-driven platform from the point of customer acquisition through to retention and reactivation.
Optimove said in a release that Adact’s gamified experiences help to boost conversion rates by up to 80% and provide personalized gamified experiences as part of multichannel journeys that are cultivated via AI.
Optimove will establish a development center in Tallinn, Estonia, focused on integrating Adact’s technology and expanding its capabilities. Adact Founder and CEO Kalev Kärpuk will lead Optimove’s gamified solutions division and oversee operations in Tallinn.
“Optimove is a global leader in customer engagement marketing, so the opportunity to continue our journey with them was something we couldn’t miss,” said Kärpuk. “With the merger, there will be more investment in the development of our gamification software. Further, Optimove’s clients will have preferential first access to our gamification solutions on the Optimove platform.”
Optimove also offers tools such as the new OptiPromo offering that it introduced at the Global Gaming Expo in Las Vegas last October. OptiPromo is designed to deliver dynamic, CRM-powered promotions and rewards tailored to gaming operators’ customers.
“Adact’s gamification solutions enable marketers to independently create and launch interactive campaigns that drive customer engagement and retention,” added Optimove CEO Pini Yakuel. “After evaluating multiple providers, we found Adact’s technology best aligns with our vision for Positionless Marketing.
“Together, we are expanding gamification, loyalty and next-gen marketing experiences—giving brands more ways to engage customers effectively.”
