Optimove acquires Adact to strengthen its AI-powered gamification offering

Optimove, the global leader in Positionless Marketing, has acquired Adact, an innovative Estonian provider of gamification marketing solutions.

Optimove empowers brands with a customer-led approach to marketing, allowing them to design, coordinate, and refine hyper-personalized campaigns. By combining historical, real-time, and predictive customer data with AI-driven multichannel orchestration and reliable multitouch attribution (MTA), Optimove ensures every customer receives the right message, on the right channel, at exactly the right moment. This results in deeper engagement, improved retention, and greater lifetime value.

Adact’s no-code gamification platform enables brands to deliver fun, interactive experiences, such as quizzes, lotteries, and prediction games, designed to drive engagement, build loyalty, and boost conversion rates.

Through this acquisition, Optimove will integrate Adact’s gamification technology into its Positionless Marketing platform, allowing brands across industries—including iGaming, sports betting, financial services, and more, to easily launch engaging experiences without the need for complex development.

COBALT provided Optimove with expert guidance on Estonian legal matters throughout the transaction, including legal due diligence, transaction documentation and completion of the transaction.

Our team consisted of Partner Martin Simovart, Senior Associate Liina Saaremets and Junior Associate Ken Saksniit.