Xtremepush acquires Scrimmage to unify CRM, loyalty, and gamification
The martech platform is merging CRM, gamification, and loyalty into one data-powered stack
Xtremepush has officially acquired Scrimmage, a US-based loyalty platform, in a move that underscores the growing demand for integrated customer engagement tools. With this deal, Xtremepush is aiming to become the first player to fully unify CRM, loyalty, and gamification into a single data layer.
The acquisition also fast-tracks the launch of XP Loyalty, a new loyalty engine positioned to solve one of the most persistent problems in customer engagement: disconnected and underperforming loyalty programs.
We break down what the acquisition means for CRM and loyalty marketers, and how the rollout of XP Loyalty could shift retention strategies across gaming and beyond.
Short on time?
Here’s a table of contents for quick access:
- What’s the deal with Xtremepush and Scrimmage?
- Why loyalty programs are due for disruption
- What marketers should know about XP Loyalty
What’s the deal with Xtremepush and Scrimmage?
Xtremepush, headquartered in Dublin, has acquired loyalty tech provider Scrimmage as part of its plan to launch XP Loyalty—a new loyalty product fully integrated into its existing CRM (customer relationship management), CDP (customer data platform), and free-to-play (F2P) offerings.
Unlike traditional loyalty systems that operate in silos, XP Loyalty is built directly into Xtremepush’s unified data layer. This gives marketing and CRM teams control over personalization, campaign logic, and gamification elements without needing dev or vendor hand-holding.
Scrimmage CEO Dan Taren has joined Xtremepush as Head of Loyalty Product and is leading the integration. His team is currently auditing all code for compatibility across partner platforms, ensuring the rollout supports varied tech stacks without vendor lock-in.
Why loyalty programs are due for disruption
Generic, points-based loyalty systems have long been the norm, but they’re increasingly ineffective—especially in sectors like gaming where differentiation and regulation are constant challenges.
Xtremepush is betting that combining CRM, loyalty, and gamification into a single, real-time platform will improve both engagement and player lifetime value. Their upcoming XP Loyalty engine includes not just points but missions, challenges, levels, and even operator-specific currencies.
This shift from bolt-on functionality to core retention infrastructure could address one of the industry's biggest gaps: loyalty programs that feel disconnected from broader player journeys.
What marketers should know about XP Loyalty
According to Xtremepush, XP Loyalty will be the industry’s first loyalty engine fully controlled by CRM and marketing teams—no dev tickets required. Here’s what marketers should pay attention to:
1. Real-time personalisation
Because XP Loyalty is native to Xtremepush’s data stack, teams can trigger rewards, challenges, or nudges based on granular behavioral data in real time. Think Netflix-style loyalty, not generic “earn and burn” systems.
2. Dynamic gamification elements
The platform will go beyond static point accumulation by allowing for campaigns built around player missions, tiers, and custom challenges—designed to boost engagement and differentiate operator brands.
3. CRM-native control
The integration means marketers can design, launch, and iterate on loyalty programs inside the same environment they manage messaging and segmentation. This could significantly cut down on campaign lead times and dev dependencies.
4. Smarter cost management
Xtremepush says XP Loyalty will allow operators to "minimize the cost of generosity" by delivering the right reward at the right moment—based on actual user data rather than guesswork.
