Optimove snaps up no-code gamification platform Adact
Undisclosed transaction strengthens CRM firm’s hand in the gamification space, as CEO Pini Yakuel champions newly acquired asset and its founder
Optimove has acquired Estonian company Adact for an undisclosed fee as the CRM supplier moves to expand its gamification and marketing capabilities.
Optimove CEO Pini Yakuel confirmed the transaction on LinkedIn as he welcomed Adact and its CEO and founder Kalev Kärpuk into the fold.
Kärpuk founded the Adact platform in June 2019, with its USP being the ability to deliver gamification marketing campaigns in short periods of time without the need to write code.
The Tallinn-based company already works with the likes of Samsung, Amazon and Vodafone, and delivers gamified content such as quizzes, minigames and giveaways to engage consumers.
The no-code aspect of the product sees clients pick a type of engagement tool, apply respective brand styles and then deploy the free-to-play content to end users.
As part of the deal, Optimove will establish a development centre in Tallinn to house Adact and mesh the two companies together.
Kärpuk will lead the centre, with Optimove confirming plans to expand headcount at the new hub.
Kärpuk, who is also a lecturer at the Estonian Business School, was singled out by Yakuel for praise as he announced the deal.
The CEO said: “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 emphasises 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,” he added.
Kärpuk said: “Optimove is a global leader in customer engagement marketing, so the opportunity to continue our journey with them was something we couldn’t miss.
“With the merger, there will be more investment in the development of our gamification software.
“Further, Optimove’s clients will have preferential first access to our gamification solutions on the Optimove platform.”
The move for Adact comes after Optimove sanctioned a double M&A deal in 2022 as it snapped up Graphyte and Kumulos in a six-month period.
In September 2021, the Israel-based firm secured a $75m investment round led by Summit Partners.