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At a time when operators are under increasing pressure from regulation, taxation, and rising acquisition costs, one thing is clear: retention has never mattered more.
That’s why we’re excited to share that Xtremepush has acquired US-based loyalty platform Scrimmage as a strategic move that brings a native, real-time loyalty engine directly into the Xtremepush platform.
This acquisition supercharges the capabilities of XP Loyalty and marks an important step forward in our mission to deliver a truly unified CRM, gamification, and loyalty ecosystem — built on one data layer, designed for real-time execution, and controlled by CRM and marketing teams, not siloed systems.
Why loyalty needs to change
For years, loyalty has been treated as an afterthought. Static programmes, generic point schemes, and disconnected tools that sit outside the core CRM stack.
The result is slow iteration, limited personalisation and initiatives that struggle to prove long-term value.
As markets become more regulated and margins tighten, those inefficiencies are no longer sustainable. Operators need loyalty to work as part of their CRM and engagement strategies, not alongside them.
With Scrimmage’s technology underpinning XP Loyalty, we’re moving loyalty from a standalone function to a live engagement driver, deeply embedded into real-time customer journeys.
What XP Loyalty delivers
XP Loyalty is built to operate natively within the Xtremepush ecosystem, drawing directly from the same real-time data layer that powers our CDP, CRM, and F2P products.
That means loyalty programmes that go beyond basic points systems to include:
- Missions, challenges, and levels
- Operator-specific currencies
- Personalised loyalty widgets
- Dynamic rewards triggered by real-time behaviour
Because loyalty is controlled directly by CRM and marketing teams, operators can iterate instantly ensuring the right incentive reaches the right player at the right moment, while minimising the cost of generosity.
The outcome then is faster time to value, higher lifetime value, and loyalty strategies that actively support retention and engagement goals.
Built by loyalty experts, integrated by design
As part of the acquisition, Scrimmage CEO, Dan Taren, has joined Xtremepush as Head of Loyalty Product, bringing deep expertise in iGaming loyalty technology to lead the integration.
Every line of code is being audited and aligned with Xtremepush’s best-practice approach: a unified ecosystem that scales across partners, markets, and operational complexity.
Raising the bar for retention
“Our goal has always been to be the experts in the room when it comes to CRM, gamification, and now loyalty,” said Tommy Kearns, CEO and co-founder of Xtremepush. “By bringing Scrimmage and its technology into the Xtremepush fold, we’re raising the bar for what operators should expect from loyalty, today and in the years ahead.”
By unifying CRM, Gamification, and Loyalty into a single platform working in real time, Xtremepush is helping operators move away from static legacy schemes and towards meaningful, personalised engagement at scale.
