Scrimmage
Scrimmage is a US-based B2B SaaS platform providing a headless API-driven gamification and loyalty engine for gaming operators and consumer apps, offering tiers, quests, leaderboards, and configurable widgets.
- Company typePrivate
- Founded2021
- HeadquartersAustin, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Scrimmage does
Scrimmage is a US-based B2B SaaS company that provides a gamification and loyalty platform for app- and website-based businesses, with an explicit focus on online betting and gaming operators and secondary use across consumer apps in retail, education, and fintech. Its product is a headless, API-first loyalty engine comprising a suite of configurable "Loyalty Elements" — Tiers, Point and XP Balances, Quests, Prize Catalogues, Public Profiles, Leaderboards, Achievements, and Perks — combined with a Control Dashboard (allowing non-developers to configure trigger-reward logic) and customizable Widgets that can be embedded into client apps in minutes.
Under the hood, Scrimmage separates front-end presentation from back-end logic: client apps send event data via API, webhooks, and user-property payloads into Scrimmage's loyalty engine, which evaluates configured rules and drives gamified frontend experiences. Average onboarding is 2-4 weeks, and the platform is positioned as eliminating the need for clients to build loyalty mechanics in-house. Documented customers include Kutt (sports betting, citing 230% higher retention on the loyalty program), Voopty (education gamification), Shopcash (retail cashback), Playgreen, and Clout — a roster dominated by early-stage startups.
Scrimmage operated as a sub-10-person private company headquartered in Austin, Texas, monetized through custom enterprise SaaS contracts (typically multi-year) with no public pricing. Capital raised was minimal — approximately $87.6K plus a Techstars accelerator engagement. In January 2026, Scrimmage was acquired by Dublin-based martech platform Xtremepush; founder/CEO Dan Taren joined Xtremepush as Head of Loyalty Product, and the engine was re-launched as XP Loyalty — a unified CRM, CDP, free-to-play, and loyalty offering marketed to gaming operators.
Scrimmage firmographics
Firmographics- Name
- Scrimmage
- Legal name
- Scrimmage
- Website
- https://scrimmage.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Scrimmage is a US-based B2B SaaS platform providing a headless API-driven gamification and loyalty engine for gaming operators and consumer apps, offering tiers, quests, leaderboards, and configurable widgets.
- Ownership category
- akta.pro rank
Scrimmage industry classification
Industry- Product category
- Customer Engagement / Loyalty & Gamification Software
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Loyalty Program Strategy & Program Management (MPAAAIAF)
- akta.pro secondary industries
- Risk Management, Fraud & Anti-Collusion Analytics (MPAEAKAC), LiveOps Tooling, Remote Config, Feature Flags & Experimentation (A/B) (MPAFAFAO)
Keywords
Where Scrimmage is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Scrimmage business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform/SaaS Licensing: Scrimmage provides gamification and loyalty solutions as a platform service. The company was acquired by Xtremepush in January 2026 as part of Xtremepush's strategy to launch XP Loyalty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing based on client needs |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Scrimmage product offering
Product offeringCore offering
Scrimmage provides a headless API-driven gamification and loyalty platform that enables businesses—primarily gaming operators and consumer apps—to build loyalty programs, missions, challenges, and tiered reward systems without extensive in-house development. The platform combines a no-code Control Dashboard for configuring events, triggers, and rewards with a suite of embeddable Loyalty Elements (Tiers, Point/XP Balances, Quests, Prize Catalogues, Public Profiles, Leaderboards, Achievements, Perks) and customizable Widgets that ship inside the customer's own app or website. Following its January 2026 acquisition by Xtremepush, Scrimmage's real-time loyalty engine now powers XP Loyalty, Xtremepush's unified CRM, loyalty, and gamification offering for gaming operators.
Product overview
Scrimmage is a gamification and loyalty platform providing tools to create loyalty programs, challenges, and experiences. The platform consists of a Control Dashboard for managing configurations, customizable Widgets for frontend display, and an API Solution for headless integration. The core offering comprises multiple loyalty elements including Tiers, Point & XP Balances, Quests, Prize Catalogues, Public Profiles, Leaderboards, Achievements, and Perks. These elements work together as a modular suite where the Control Dashboard connects backend events to the gamified frontend, allowing businesses to design missions, challenges, levels, and widgets without developer dependencies. In January 2026, Scrimmage was acquired by Xtremepush and its real-time loyalty engine was integrated into Xtremepush's XP Loyalty offering.
Differentiator
Problem solved
Functional benefit
Products and services
- Loyalty Elements Suite of gamification and loyalty tools (Tiers, Point & XP Balances, Quests, Prize Catalogues, Public Profiles, Leaderboards, Achievements, Perks) that enable businesses—primarily gaming operators and consumer apps—to create loyalty programs, challenges, missions, levels, and gamified user experiences without building the underlying infrastructure.
- Control Dashboard Web dashboard where marketing and CRM teams can design challenges, select loyalty elements, set event triggers, and configure rewards without developer dependencies; dashboard changes automatically propagate to the frontend widgets.
- Widgets Fully customizable, conversion-focused loyalty widgets that integrate directly into customer apps and websites as tabs in minutes, with branding, colors, and element placement controlled centrally.
- API Solution Headless API architecture designed for scalability and flexibility that separates frontend and backend components, captures user actions via events, supports webhooks, and enables teams to build their own loyalty frontend integrated with Scrimmage's loyalty backend.
Quantifiable outcome
- Users on loyalty program are 230% more retained (Kutt case study)
- +1 more outcomes
Companies that use Scrimmage
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Scrimmage technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Scrimmage partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- XtremepushcoreXtremepush, a Dublin-based martech platform, acquired US-based Scrimmage in January 2026 as part of its strategy to launch XP Loyalty - a new loyalty engine integrated with its existing CRM, CDP, and free-to-play offerings. The deal positions Xtremepush as the first player to fully unify CRM, loyalty, and gamification into a single data layer. Scrimmage CEO Dan Taren joined Xtremepush as Head of Loyalty Product to oversee integration across partner platforms.
Scale indicators3 records
Recent moves6 records
Expansion highlights2 records
Scrimmage competitors and assessment
Company assessmentBroad incumbents
- Iterable: Cross-channel marketing and customer engagement platform with workflow orchestration, personalization, and loyalty-adjacent features. Broad incumbent competing for the same CRM/personalization wallet as Scrimmage.
- Braze: Enterprise customer engagement platform covering messaging, personalization, and increasingly loyalty/retention workflows. Competes broadly with Scrimmage's CRM + gamification positioning across consumer verticals including gaming.
- Klaviyo: CRM and marketing automation platform for consumer brands with growing investment in loyalty and personalization. Competes for the same retention/engagement budget that Scrimmage's API-first loyalty platform addresses.
- Salesforce Marketing Cloud: Enterprise CRM and marketing automation suite including Loyalty Management (formerly Loyalty Cloud). Broad incumbent whose loyalty offering overlaps with Scrimmage's feature set at the high end of the market.
Direct peers
- LoyaltyLion: Loyalty platform for Shopify/DTC brands offering points, tiers, and rewards with API and dashboard configuration. Directly comparable to Scrimmage's API-first loyalty engine and dashboard-driven setup.
- Xtremepush: Dublin-based CRM/CDP/marketing platform now housing Scrimmage as XP Loyalty. Overlaps in target customer (gaming operators), tech category (CRM + engagement), and is the closest distribution counterpart given Scrimmage's product is now sold through Xtremepush's GTM.
- Smile.io: Loyalty and rewards platform for ecommerce and consumer apps with points, VIP tiers, and referral programs. Comparable in product primitives to Scrimmage's Loyalty Elements Suite, though more ecommerce-vertical.
- Gameball: Loyalty and gamification platform offering points, tiers, quests, referrals, and rewards APIs. Closely matches Scrimmage's modular loyalty-element approach and API-first architecture for B2B SaaS deployment.
- Optimove: CRM and customer retention platform purpose-built for iGaming and sports betting operators, with missions, challenges, and gamified loyalty mechanics. Directly comparable to Scrimmage in target customer (gaming operators) and product category (gamified retention).
Emerging players
- OpenLoyalty: Open-source loyalty engine offering APIs and modular building blocks (points, tiers, campaigns, rewards). Comparable to Scrimmage's headless loyalty API approach, with more emphasis on developer customization over out-of-the-box gamification.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Scrimmage social profiles
Digital presenceScrimmage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Scrimmage leadership team
Management profileNumber of profiles
Scrimmage funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Scrimmage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Scrimmage
What does Scrimmage do?
Scrimmage provides a headless API-driven gamification and loyalty platform that enables businesses—primarily gaming operators and consumer apps—to build loyalty programs, missions, challenges, and tiered reward systems without extensive in-house development. The platform combines a no-code Control Dashboard for configuring events, triggers, and rewards with a suite of embeddable Loyalty Elements (Tiers, Point/XP Balances, Quests, Prize Catalogues, Public Profiles, Leaderboards, Achievements, Perks) and customizable Widgets that ship inside the customer's own app or website. Following its January 2026 acquisition by Xtremepush, Scrimmage's real-time loyalty engine now powers XP Loyalty, Xtremepush's unified CRM, loyalty, and gamification offering for gaming operators.
Is Scrimmage a public or private company?
Scrimmage is a private company. It is classified as corporate owned and is currently acquired.
When was Scrimmage founded?
Scrimmage was founded in 2021. It employs 1 to 10 people.
Where is Scrimmage based?
Scrimmage is headquartered in Austin, United States, in the North America region.
How does Scrimmage make money?
One revenue line is on record: platform/SaaS Licensing.
Who are Scrimmage's main competitors?
Broad incumbents on record are Iterable, Braze, Klaviyo and Salesforce Marketing Cloud. Direct peers are LoyaltyLion, Xtremepush, Smile.io, Gameball and Optimove. OpenLoyalty is listed as an emerging player.
Does Scrimmage have an API?
Yes. Scrimmage provides a headless API architecture that separates front-end and back-end components, enabling seamless integration with existing loyalty solutions and user interfaces. The API supports events (user actions captured from apps/websites), webhooks for subscribing to system events, anonymous user authentication, and user properties management. The API is described as highly customizable and API-first architecture designed for scalability and flexibility. Developer documentation is at docs.scrimmage.co/docs/getting-started.
What industry is Scrimmage in?
Scrimmage's product category is Customer Engagement / Loyalty & Gamification Software. Its primary akta.pro industry code is MPAAAIAF, Loyalty Program Strategy & Program Management, with a secondary code of MPAEAKAC, Risk Management, Fraud & Anti-Collusion Analytics. Its NAICS code is 541511 and its SIC code is 7990.