Optimove acquires gamification provider Adact to boost AI-driven marketing
Adact's platform specialises in creating interactive gamification experiences such as lotteries, quizzes and prediction games.
Key points:
– Optimove has acquired Adact to boost its AI-driven gamification and customer engagement capabilities
– The acquisition will integrate Adact’s gamification tools into Optimove’s platform, enabling brands to launch personalised, interactive campaigns
– A new development centre in Tallinn, Estonia, will support the integration
Optimove has announced the acquisition of Adact, aiming to boost its AI-orchestrated customer engagement capabilities.
Adact’s platform, which enables brands to create interactive gamification experiences such as lotteries, quizzes and mini-games, will now be integrated into Optimove’s ‘Positionless Marketing’ framework.
Additionally, gamification tools will support data collection and provide measurable insights into campaign performance.
Optimove will establish a development centre in Tallinn, Estonia, dedicated to integrating Adact’s technology and expanding its gamification offerings.
Good to know: Adact Founder and CEO Kalev Kärpuk will lead Optimove’s gamification division and oversee the Estonian operations, with plans to expand the team in the coming months
Commenting on the acquisition, Pini Yakuel, CEO of Optimove, stated: “Adact’s gamification solutions enable marketers to independently create and launch interactive campaigns that drive customer engagement and retention.
“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.”
Kalev Kärpuk added: “Optimove is a global leader in customer engagement marketing, so the opportunity to continue our journey with them was something we couldn’t miss.
“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.”
Gambling Insider delivers the latest industry news, in-depth features, and operator reviews that you can trust. Our team combines rigorous editorial standards with decades of specialized expertise to ensure accuracy and fairness. We are committed to delivering clear, impartial, and dependable coverage across the global gambling sector.
