Rival Acquires Shake & Raises $3 Million to Bolster Gaming Options

In a strategic move within the gaming and brand-engagement space, Rival, a platform that helps sports properties connect with video-game communities, has announced that it is acquiring the social gaming platform Shake, while simultaneously raising a funding round targeted at more than $3 million. Sports Business Journal

The Deal at a Glance

• Rival’s acquisition of Shake is structured as an all-stock transaction; the financial terms weren’t disclosed beyond that. Sports Business Journal
• The fundraising round is oversubscribed, with approximately $2.8 million already committed, and expectations of exceeding $3 million by the end of October. Sports Business Journal
• Rival works with major brands including the New York Giants, Detroit Pistons, Aston Villa, and global brands like New Balance and Coca‑Cola. Sports Business Journal
• Shake brings a “short-form” social gaming proposition, free-to-play prediction games, appealing to younger demographics (17-24) and engaging users with prize incentives. Sports Business Journal

Why This Matters

Reaching Next-Gen Audiences

Rival CEO Matt Virtue notes that around 60% of the platform’s total community users are net-new to the client brands’ CRM systems, underscoring the ability of gaming to reach younger audiences that traditional media may miss. Sports Business Journal

Short-Form Engagement Becomes Strategic

Shake’s offering of shorter-duration gaming experiences (versus long-form or console-based games) aligns with changing attention spans and the desire for “lean-in” engagement rather than passive consumption. As Virtue puts it: “the next generation of consumer is thirsting for highly leaned-in or participatory engagement, versus passive, one-dimensional scrolling and/or consumption.” Sports Business Journal

Brands Leaning into Gaming as a Must

As noted by New Balance CMO Chris Davis:

“If you’re a brand that is serious about connecting with Gen Z consumers and/or the next wave of sports fans, you have to be in gaming… it can’t be an ‘if’ but a ‘when’.” Sports Business Journal
This signals a shift: gaming no longer optional for brand engagement it’s becoming compulsory.

Strategic Acquisition + Tech Integration

With this deal, Shake’s CEO Jack Kingsley will join Rival as COO, and Shake’s CTO Spencer Lichtenberg will become Rival’s CTO. The move allows Rival to combine its longer-form engagement tools with Shake’s shorter-form product, layering both for a more complete offering. Sports Business Journal

What to Watch Next

• Integration of platforms: How quickly Rival can incorporate Shake’s product offering into its client-brands’ ecosystem, and how seamless the UX will be for both brands and end-users.
• User growth & engagement metrics: Given the target younger demographic, the success will hinge on attracting and retaining users, and showing measurable brand lift for clients.
• New product rollout: Will Rival launch new brand campaigns using the combined tech stack? Will we see new short-form gaming formats targeting Gen Z and sports fans?
• Competitive response: Are other marketing-tech firms or gaming-engagement platforms going to respond with ramped-up offerings or acquisitions to keep pace?

Final Thought

The acquisition of Shake by Rival and the accompanying $3 million funding round reflect a broader trend: gaming is no longer a niche channel for sports brands, it’s fast becoming a core channel for consumer engagement. Brands and sports properties that want to stay relevant to Gen Z and younger sports fans will need authentic, participatory, and tech-enabled experiences, and this deal points squarely to that future.

Source:
“Rival acquires Shake, raises $3 million to bolster gaming” – Sports Business Journal