22nd Portfolio Exit: ADACT’s acquisition by Optimove signals a new era for gamification
Adact’s journey is a testament to resilience, bold execution, and the power of innovation. Today, we’re thrilled to share that Adact, a Startup Wise Guys SaaS 2019–2020 batch portfolio company, has successfully exited through an acquisition by Optimove, a global leader in AI-driven marketing innovation.
But this success didn’t come easy. When Adact joined our program in 2019, they had a vision to transform gamification marketing, but no product, no revenue, and soon, no team. Within the first month, every team member except founder Kalev Kärpuk left. Many would have thrown in the towel. Kalev didn’t. He rebuilt twice, staying laser-focused on his mission.
That determination paid off. Adact has since grown into an industry leader, redefining gamification marketing and proving that grit and perseverance lead to big wins.
“Startup Wise Guys’ mission remains unchanged for 13 years: helping founders become entrepreneurs and build great international tech companies. Adact has gone through this journey. It was a privilege to see Kalev joining us as a founder and witnessing him grow into a strong entrepreneur, building a sustainable and valuable business. It is a privilege to work with such founders, and we are more than happy to see his success.”
Driving Innovation in Gamification Marketing
From the very beginning, Adact’s vision was clear—to transform customer engagement through simple, scalable, and highly customizable gamification experiences. Their platform empowered businesses across industries to increase user interaction and boost brand loyalty, proving the effectiveness of gamification as a core marketing strategy. Adact turned gamification marketing into an effortless experience for brands, allowing them to create interactive campaigns without coding.
Throwback to Latitude59 2020, where the Adact team secured an €200K investment, with our teams celebrating on the stage.
A Strategic Acquisition and the Future of Gamification
With Adact’s growing success in gamification marketing, it was only a matter of time before the right partner recognized its potential. That partner turned out to be Optimove, a global leader in AI-driven CRM marketing solutions, which officially acquired Adact in 2025.
Optimove will integrate Adact’s no-code gamification technology into its Positionless Marketing platform, enabling brands to create interactive experiences like lotteries, quizzes, and prediction games—without complex technical implementation. This expansion brings gamification marketing to a wider range of industries, from iGaming and sports betting to financial services and beyond.
By combining gamification with AI-driven personalization and customer analytics, Optimove aims to enhance engagement, retention, and conversion rates, with proven results showing up to an 80% increase in user interaction.
As part of the transition, Optimove is establishing a development center in Tallinn, Estonia, where Adact’s founder, Kalev Kärpuk, will lead its gamified solutions division. This ensures that Adact’s expertise and vision continue shaping the future of gamification marketing on a global scale.
“All exits are happy moments for our company, but for someone like Kalev, who has faced so many difficulties, rebuilt the team multiple times, and never gave up, this one is truly well deserved. We are excited for the path forward and to see him continue making his vision a reality as part of this new chapter.”
Celebrating the Success Together
This exit is about every founder out there who dares to dream big, take risks, and push forward no matter what. Their journey is a powerful reminder that resilience, adaptability, and unwavering passion are what truly drive success.
And what better place to celebrate than on stage at the Bilbao Founder Getaway 2025? It was an honor to share this achievement with our community, fellow founders, and team members, showcasing how far Adact has come from an early-stage startup to a successful exit.
We congratulate Kalev and the entire Adact team on this exciting milestone and look forward to seeing their continued impact under Optimove’s leadership.
