The game within the game: Lucra establishes B2B presence with blockbuster Dave and Buster’s deal

Today, Lucra (, the leading technology provider of gamification services, announces a new partnership with the largest operator of entertainment centers in the world, Dave & Buster’s, to provide customers with a fully immersive experience at venues nationwide.

The new strategic partnership integrates Lucra’s proprietary gamification software into the Dave & Buster’s app, allowing loyalty members to digitally compete with each other, earn rewards, and unlock exclusive perks while competing with friends at Dave & Buster’s – bringing together the sports arena and the arcade for an unparalleled, gamified experience.

“We’re thrilled to work with Lucra to bring this exciting new gaming platform to our customers,” said Simon Murray, SVP of Entertainment and Attractions at Dave and Buster’s. “This new partnership gives our loyalty members real-time, unrivaled gaming experiences, and reinforces our commitment to continuing to elevate our customer experience through innovative, cutting-edge technology.”

Lucra aims to disrupt traditional forms of competition, by providing a safe and trustworthy experience for people to challenge their friends, inside a platform or place they already know and love. Lucra’s approach will help to destigmatize cash-based competition by evolving it into a fun, friendly, and social experience.

After running a successful direct-to-consumer company for several years (growing it to 150K+ customers, 1M+ real-money contests, and $20M+ of handle), Lucra realized there was a bigger opportunity if it embedded its gamification tech directly into existing communities & established platforms.

Lucra offers two products that can be natively integrated into third-party platforms in as fast as two weeks. Handling 90% of the implementation work and 100% of the risk management, Lucra allows brands (big and small) to add gamification in 1/10th the time for 1/10th the cost.

Partners are able to customize the user interface to their choosing, allowing Lucra to power the game within the game from behind the scenes.

Lucra’s value prop to Partners is that we help:

  • (1) Attract: drive traffic to your platform or place
  • (2) Engage: keep customers longer inside your ecosystem
  • (3) Monetize: unlock revenue streams and offer rewards

We do so all while providing the rich analytics and insights from our performance dashboard, so Partners can better understand their customers, their preferences, and their spending habits.

Lucra is backed by some of the best sports and institutional investors (SeventySix Capital, Raptor Group, Visible Ventures, AMBSE Ventures), and well-respected team owners and athletes (Marc Lasry, Dennis Wong, John Isner, Zach/Julie Ertz, Emmanuel Sanders, Khris Middleton, and more) and advised by the ex-WNBA commissioner (Donna Orender); Major League Pickleball Founder (Steve Kuhn); Stanford GSB Professor (Jonathan Levav); and Hollywood legend & The Last Dance Executive Producer (Mike Tollin).

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