Optimove, the global leader in Positionless Marketing, acquires Estonian company Adact, a breakthrough provider of gamification marketing solutions.

With this acquisition, Optimove enhances its AI-driven marketing platform by integrating Adact’s cutting-edge gamification technology. The company’s platform enables brands to create interactive gamification experiences, including lotteries, quizzes, prediction games, and branded mini-games, and will bolster Optimove’s AI-orchestrated gamification solutions.

“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,” said Kalev Kärpuk, founder and CEO of Adact.

Optimove will set up a development center in Tallinn

Adact’s gamified experiences will be unified across the Optimove platform empowering brands to drive deeper customer engagement and boost conversion rates. Additionally, Optimove will establish a development center in Tallinn, Estonia. Kalev Kärpuk will lead Optimove’s gamified solutions division and oversee operations at the Tallinn development center.

“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.”
Kalev Kärpuk, founder and CEO of Adact

Optimove plans to expand the Estonian team to support the continued growth and development of its gamification and loyalty capabilities. For further growth, the team will recruit technical talent, people with a sales background and staff focused on the best customer service.

“So far, we have developed Adact in a team of three and have taken the product as far as a small team can. I am pleased that with the support of Optimove, we can now take our next leap forward and add to the Adact software everything that had to be left behind due to a previous lack of resources,” added Kärpuk.

The companies have partnered to transform customer engagement

“Adact’s gamification solutions enable marketers to independently create and launch interactive campaigns that drive customer engagement and retention. After evaluating multiple providers, we found Adact’s technology best aligns with our vision for Positionless Marketing,” said Pini Yakuel, CEO of Optimove.

Yakuel added that the company’s sleek, adaptive, and intuitive platform perfectly complements Optimove. “Together, we are expanding gamification, loyalty, and next-gen marketing experiences—giving brands more ways to engage customers effectively,” he concluded.

Founded in 2019, Adact offers a user-friendly platform that enables companies to easily create gamified marketing activities. The company’s client portfolio includes global brands such as Disney, Starbucks, and Amazon.

Adact will be featured at Optimove Connect, Optimove’s Premier user conference, in London, March 19-20 where marketers can test its solutions and create gamified marketing campaigns.

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