The acquisition will accelerate the launch of XP Loyalty, which will integrate a native, real-time loyalty engine directly into Xtremepush’s existing data layer.
The move is designed to allow operators to deliver personalised loyalty programmes at a granular level, moving beyond traditional points-based systems to include missions, challenges, levels and personalised widgets.
The strategic acquisition comes as operators face increased pressure from taxation and regulation, making brand differentiation and customer retention more challenging.
Xtremepush said the integration would help solve the industry problem of generic loyalty programmes that function in isolation and fail to effectively attract and retain players.
As part of the deal Dan Taren, Scrimmage’s chief executive officer, has joined Xtremepush as head of loyalty product.
He will oversee the integration process, which will see every line of code audited to fit with Xtremepush’s unified ecosystem approach.
XP Loyalty will be the first solution fully controlled by CRM and marketing teams, plugging directly into customer journeys influenced by Xtremepush.
Xtremepush combines CRM, gamification and loyalty
The company said this would allow for real-time iteration and cost efficiencies by ensuring the right reward reaches the right player at the right moment.
Tommy Kearns, Xtremepush CEO and co-founder, said: “We endeavour to be the ‘experts in the room’ to give our customers the best opportunity to realise the full potential of their brands from a CRM, gamification, and now loyalty point-of-view.
“Bringing Scrimmage into the Xtremepush fold, along with its key innovator Dan Taren, will ensure we cement that position when it comes to retention conversations, and we’re already hugely satisfied by the initial progress.
“Through all of our products, we want to move the industry away from static legacy schemes and instead connect operators to their players in real-time and at the most personal level possible.
“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.”
Dingnews.com 07/01/2026