Xtremepush has acquired loyalty platform Scrimmage to accelerate the launch of its platform “XP Loyalty”.
The new solution will aim to provide an integrated loyalty, CRM and gamification offering which allows for “live personalisation at the granular level”, in the words of the supplier.
Scrimmage CEO Dan Taren has joined Xtremepush as part of the acquisition, taking the role of head of loyalty product in the process.
Taren co-founded the loyalty solutions provider in 2021 after two years as a Bank of America credit research analyst.
Xtremepush said XP Loyalty is the sector’s first solution fully controlled by CRM and marketing teams.
Tommy Kearns, CEO and co-founder at Xtremepush, said: “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.
“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.”
“Joining Xtremepush is a major milestone for us at Scrimmage,” added Taren.
“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.”
In October, Xtremepush announced it had received €12m (£10.4m) in a flexible funding round backed by investment partner AshGrove Capital to help with the CRM supplier’s growth and acquisition plans.
Xtremepush expanded into the F2P space more than two years ago when it acquired Thunderbite for an undisclosed fee.
The post Xtremepush acquires Scrimmage to drive loyalty expansion efforts first appeared on EGR Intel.
Scrimmage boss Dan Taren has joined as head of product for the company’s new loyalty arm following the undisclosed deal
The post Xtremepush acquires Scrimmage to drive loyalty expansion efforts first appeared on EGR Intel.