Xtremepush Acquires Scrimmage to Deliver Innovative Loyalty Solutions  

Xtremepush, a company that leverages real-time customer data to generate personalized player experiences and improve customer loyalty, announced that it has acquired Scrimmage, a US-based loyalty platform. The acquisition will bolster XP Loyalty, a new product that will empower the company’s operator customers.

XP Loyalty Will Transform How Operators Approach Loyalty Nudges

In its official announcement, Xtremepush explained that the acquisition of Scrimmage will accelerate and enhance the launch of its XP Loyalty, a new product that will offer its operator partners “the seamless delivery of a dynamic engine which integrates directly into the same data layer on its platform.”

By leveraging XP Loyalty, Xtremepush’s clients will be able to implement live personalization at the granular level, improving the quality of their loyalty offerings and, by extension, player engagement and retention. The product was further described as the sector’s first solution controlled by CRM and marketing teams.

XP Loyalty’s launch comes at a critical time for the industry, which has been experiencing certain difficulties due to taxation changes and regulatory headwinds.

Xtremepush noted that the integration of Scrimmage’s technology into its business is expected to “solve a core industry problem” by addressing generic programs that rarely achieve their retention targets. The deployment of Scrimmage into the broader Xtremepush business will mark a shift from basic points-based functions to a dynamic engine that ensures the right rewards, and loyalty nudges, and by extension, greater operator returns.

Going Beyond Outdated Loyalty Systems

As part of the acquisition of Scrimmage, Dan Taren, the company’s CEO, has joined Xtremepush’s team as head of loyalty product. His expertise in iGaming loyalty tech will ensure a seamless integration that fully pairs the best of Scrimmage and Xtremepush’s in-house technology.

Taren commented on the deal, calling it “the natural next step” for both companies and praising Xtremepush as a visionary that has succeeded in unifying CRM, F2P and loyalty under one platform.

That is critical in the optimal rollout of these solutions, and our partners will be able to realize their benefits, to better engage and differentiate in the lead-up to this year’s World Cup and beyond.

Dan Taren, head of loyalty product, Xtremepush

Tommy Kearns, Xtremepush’s co-founder and CEO, was similarly pleased with the addition of Scrimmage into the Xtremepush fold. He reiterated his team’s ambition to change how loyalty programs in gaming work and move the industry away from outdated systems.

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.

Tommy Kearns, co-founder & CEO, Xtremepush

In other news, Xtremepush recently secured an investment of almost $13 million from AshGrove Capital, which further attests to the potential of the former company’s vision.