Adact
The business, the turning points, and the decisions behind them.
Some sections are still being researched2 / 4
Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
Software that helps retailers engage customers through games.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Acquired by Optimove
In March 2025, Optimove, a global AI-driven CRM marketing solutions company, acquires Adact, the Estonian no-code gamification marketing platform; Adact's technology is integrated into Optimove's Positionless Marketing platform, and Optimove establishes a development center in Tallinn led by Adact founder Kalev Karpuk.
- Rebranded as Optimove Gamify
In October 2025, Adact is fully rebranded as Optimove Gamify, a native module within the Optimove platform delivering gamified experiences such as badges, missions, and leaderboards to iGaming operators.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
Material for this section is being gathered and checked. It will appear here once ready.