Leading CRM marketing solutions company Optimove has announced that it has acquired Tallinn, Estonia based marketing gamification company Adact.
Optimove said that it plans to integrate Adact’s AI-based gamification technology into its Positionless Marketing platform, to build the future of gamification and loyalty. By integrating Adact’s technology, Optimove will now allow marketers to create dynamic, interactive, gamified experiences that capture attention and build lasting relationships—all while being Positionless and without reliance on technical teams.
Adact’s platform allows brands to build interactive gamified experiences—including lotteries, quizzes, prediction games, and branded mini-games—without writing a single line of code. By integrating Adact’s technology into Optimove’s Positionless Marketing Platform, brands can seamlessly use gamification to drive acquisition, engagement, and retention.
Optimove has a number of FX and CFDs broker as clients of its CRM-based marketing solutions, mainly focused on client retention. In recent years the company has been focused mainly on expanding its solutions into the iGaming and Sports Betting sectors.
Adact’s gamified experiences will be unified across the Optimove platform, empowering brands to drive deeper customer engagement and boost conversion rates by up to 80% with breakthrough capabilities, including:
- Creating dynamic, gamified experiences such as interactive mini-games and landing pages for zero-party data collection that enrich unified customer profiles within Optimove’s platform.
- Triggering personalized gamified experiences as part of multichannel journeys orchestrated by AI to match each customer with the best game for them.
- Combining engaging gamified experiences within a brand’s personalized digital platforms, powered by Opti-X, for unprecedented inbound conversion and retention rates.
- Measuring the impact of gamified experiences with productized control groups powered by Optimove’s customer data platform to report on gamification’s incremental uplift on any business KPI.
Additionally, the company said it is establishing an Optimove development center in Tallinn, Estonia, where Adact’s founder, Kalev Kärpuk, will lead its gamified solutions division.
Optimove CEO Pini Yakuel posted the following note today on social media regarding the Adact acquisition.
At Optimove, we believe in investing in exceptional people. That’s why I’m thrilled to welcome Kalev Kärpuk and the Adact team into the Optimove family.
Over the years, I’ve learned that the most important trait in an entrepreneur isn’t just intelligence or creativity—it’s trustworthiness. Warren Buffett emphasizes this in his annual letters, and I couldn’t agree more. Kalev is exactly that: a student of the game, a brilliant product mind, and a true gamer at heart.
Adact has built a sleek, adaptive, and intuitive gamification platform—one that perfectly complements Optimove’s vision for smarter, more engaging customer marketing. Together, we’re expanding our capabilities in gamification, loyalty, and next-gen marketing experiences.
As we continue to grow, I’m also excited to establish an Optimove presence in Estonia and build around the incredible talent there.
This is just the beginning. Game on.
