Xtremepush is creating a unified loyalty, CRM and gamification platform through the acquisition of US-based loyalty platform Scrimmage.
The company said the acquisition will enhance its XP Loyalty offering, which enables operators to design, run and optimise gamified loyalty programmes.
As part of the acquisition, Scrimmage CEO Dan Taren has joined Xtremepush as head of loyalty product to ensure the smooth progress of the integration.
“We endeavour to be the ‘experts in the room’ to give our customers the best opportunity to realise the full potential of their brands from a CRM, gamification, and now loyalty point-of-view,” said Xtremepush CEO and co-founder Tommy Kearns. “Bringing Scrimmage into the Xtremepush fold, along with its key innovator Dan Taren, will ensure we cement that position when it comes to retention conversations, and we’re already hugely satisfied by the initial progress.
“Through all of our products, we want to move the industry away from static legacy schemes and instead connect operators to their players in real-time and at the most personal level possible. With Scrimmage underpinning our incoming XP Loyalty launch, we’re raising the bar once again in this regard, in turn giving operators the best chance of success both now, and in a few years’ time.”
Taren added: “Joining Xtremepush is a major milestone for us at Scrimmage. This is the natural next step for our technology and a great synergistic step for both parties. Xtremepush is the only market player successfully unifying the key areas of CRM, F2P, and now loyalty in one platform working with one data layer.
“That is critical in the optimal rollout of these solutions, and our partners will be able to realise their benefits, to better engage and differentiate in the lead up to this year’s World Cup and beyond.”