Xtremepush just acquired Scrimmage, a U.S. loyalty platform, as part of their push to roll out what they call the industry’s first unified loyalty, CRM, and gamification solution.

Xtremepush bought Scrimmage in a move made to speed release for XP Loyalty. This new product will place a loyalty engine inside Xtremepush’s current data setup. By doing this, the company wants operators to build loyalty plans fit each player’s needs. The aim of XP Loyalty is to go further than past loyalty systems. Instead of using simple points, operators get tools to offer missions, challenges, levels and custom widgets. These tools aim to keep players more engaged and make rewards give value and feel fun to play.

The deal arrives at a time when the industry faces big pressure. Operators now deal with tax going up and rules getting tighter. This makes brands struggle to stand out and companies face the risk of losing customer loyalty over a long time. Xtremepush said many loyalty programmes today take the same style. Programmes often run apart from other systems and fail to hold player attention. By adding Scrimmage technology, the company hopes to solve this issue and support operator growth.

New Leadership Role at Xtremepush

Dan Taren, Scrimmage’s CEO, now leads loyalty products at Xtremepush. He’s in charge of the integration, making sure the code fits seamlessly with Xtremepush’s unified ecosystem. With this move, XP Loyalty becomes the first solution that CRM and marketing teams fully control, connecting right into the customer journeys shaped by Xtremepush.

Xtremepush CEO and co-founder Tommy Kearns said, “The company wants to be experts in the room and help customers get maximum value from CRM, gamification and loyalty programmes and I sense a duty”. He added that “Bringing Scrimmage and Dan Taren into Xtremepush will strengthen the company’s role in player retention and I feel upbeat spirit”. Kearns said, “The goal is to move the industry away from old loyalty systems and create real-time personal links between operators and players and I notice bold intent. With Scrimmage supporting the launch of XP Loyalty, Xtremepush believes it is raising industry standards now and in the years ahead and I sense resolve.”