meetings over the last couple of years, you’d hear the same themes again and again,” Dan says. “Operators wanted loyalty, but they also wanted real-time CRM, free-to-play games and better control over their data.”


Data, he notes, was the recurring pain point. Questions around ownership, movement and latency surfaced repeatedly - and every new feature introduced another integration, another backlog. As a pure-play loyalty provider, Scrimmage often found itself constrained by its position in the tech stack.


“If you took all our ideas and executed them perfectly,” Dan reflects, “you’d basically end up building Xtremepush.” Tat realisation reframed the conversation. “Xtremepush was the only place where loyalty could live inside the ecosystem it needed to thrive,” he adds.


XP LOYALTY Te result of the acquisition is XP Loyalty - a native loyalty engine fully


Rather than relying on static points systems, XP Loyalty supports dynamic mechanics such as missions, challenges, levels, operator currencies and personalised widgets - all triggered and adjusted in real time.


SPEED TO VALUE


For operators, integration speed is often the difference between ambition and execution. Here, Xtremepush believes its unified architecture offers a decisive advantage.


“For existing customers, it’s effectively a data switch,” Dan explains. “After that, it’s about configuring the front end - branding, challenges, levels. We’re talking weeks, not months.”


Even for larger operators with rigorous testing requirements, deployment is significantly faster than stitching together multiple vendors. Tat simplicity is resonating across the market. “Operators want fewer providers, not twenty,” Tommy observes. “Tey


“Historically, loyalty has lived off to the side. You’d have


loyalty over here, CRM somewhere else, free-to-play games in another corner - and nobody was joining up the customer journey. Te single customer view is everything. Tat unified view is what drives personalisation at scale - whether it’s rewards, influencing behaviour, or improving retention.”


integrated into Xtremepush’s CRM and data layer, and controlled directly by CRM and marketing teams. For Dan, the value proposition rests on two pillars: real-time responsiveness and personalisation.


“Nothing frustrates a player more than confusion,” he explains. “If I complete an action and there’s a delay before I’m rewarded or even recognised, the experience is broken. Even a ten-second lag is enough to undermine trust.”


Relevance is just as critical. “A lot of loyalty programmes are still one- size-fits-all,” Dan says. “But in an age where platforms are increasingly commoditised, personalisation is how you differentiate. XP Loyalty allows you to build journeys that reflect how each player actually behaves.”


114


TOMMY KEARNS CEO and Co-Founder Xtremepush


want a plug-and-play approach that helps them hit objectives quickly and confidently.”


Notably, that demand is coming not only from mid-tier brands, but also from tier-one operators traditionally assumed to build in-house.


THE WORLD CUP TEST


Few environments place more strain on engagement systems than global sporting events. With the FIFA World Cup looming, both leaders see it as a defining proving ground for real-time loyalty.


“XP Loyalty enables time-sensitive mechanics that only exist for specific windows,” Dan explains. “Challenges, rewards and experiences


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