Optimove is bolstering its marketing platform capabilities with the acquisition of Tallinn-based gamification technology provider Adact.
Adact’s platform enables brands to create interactive gamification experiences around lotteries, quizzes, prediction games and branded mini-games, with the acquisition helping to enhance Optimove’s AI-driven marketing platform.
As part of the acquisition, Optimove will establish a development center in Tallinn (Estonia), focused on integrating Adact’s technology and expanding its capabilities within gamification and loyalty-based engagement.
Adact founder and CEO Kalev Kärpuk will lead Optimove’s gamified solutions division and oversee operations at the Tallinn development center, with plans to expand the Estonian team to support the division’s continued growth and development.
“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 CEO Pini Yakuel commented: “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.”
Adact’s client portfolio includes global brands such as Disney, Starbucks and Amazon.