Marketing business Optimove has acquired Adact, a provider of gamification marketing solutions, in a deal that it claims would improve its AI-orchestrated client experiences.
Adact’s platform allows marketers to create interactive gamification experiences like lotteries, quizzes, prediction games, and branded mini-games. Its customers include Disney, Starbucks, and Amazon.
Optimove stated in a press release that their Positionless Marketing Platform has been shown to increase campaign efficiency by 88%. Adact’s technology will improve the AI-powered platform from the moment of customer acquisition to retention and reactivation.
According to Optimove, Adact’s gamified experiences can increase conversion rates by up to 80% and give individualized gamified experiences as part of multichannel journeys developed with AI.
Optimove will create a development center in Tallinn, Estonia, to integrate Adact’s technology and enhance its capabilities. Kalev Kärpuk, Adact’s founder and CEO, will lead Optimove’s gamified solutions segment and oversee operations in Tallinn.
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“Optimove is a global leader in customer engagement marketing, so the opportunity to continue our journey with them was something we couldn’t miss,” Kärpuk told me.
“The acquisition will increase investment in the development of our gamification software. Furthermore, Optimove clients will receive priority access to our gamification solutions on the Optimove platform.”
Optimove also provides solutions like the new OptiPromo service, which was unveiled at the Global Gaming Expo in Las Vegas last October. OptiPromo is intended to provide dynamic, CRM-powered promotions and rewards suited to gaming operators’ clients.
“Adact’s gamification solutions enable marketers to independently create and launch interactive campaigns that drive customer engagement and retention,” says Pini Yakuel, CEO of Optimove. “After evaluating several providers, we determined that 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.”
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