Why SavageTech is building the ‘Microsoft Clippy’ of gamification for operators

When Tom Lemke looked at the state of iGaming, he saw an industry “ripe to disruption.” A lifelong gamer and veteran of four esports betting platforms, Lemke believed the mechanics that kept players hooked in mobile free-to-play games could be applied to sportsbooks and casinos. That thesis gave way to SavageTech, a gamification layer that overlays an operator’s platform with a customizable avatar that levels up, collects loot, and unlocks bonuses as customers play.

“I want to have something that represents myself, which is an avatar,” Lemke said on The BettingStartups Podcast. “I want to tie myself to that avatar and experience a journey with it. And this is how the idea of SavageTech and the gamified avatar was born.”

SavageTech’s integration is simple: once a user logs in, an avatar appears in the corner of the sportsbook and walks them through a tutorial. From there, every wager generates “action points” that power the avatar’s journey. Players can earn items like legendary football boots or fire swords, depending on the theme. “Compared to more traditional gamifications out there, we turn this layer into its own little game,” Lemke said.

Operators, he added, are desperate for differentiation. “Especially sportsbooks… they look like colored Excel sheets,” he said. “How can we make the experience so unique to the users that they don’t go to a different sportsbook in order to claim the deposit bonus? That’s where gamification can be this one big difference maker.” Early deployments with Asian operators delivered strong retention results, particularly on repeat deposits, though Lemke admitted the first version was “too complex” for non-gamers. SavageTech has since simplified the product and will launch with new brands this fall.

The sales process hasn’t been easy. Lemke said the biggest lesson has been that “you have to build trust” by showing up consistently at conferences and cultivating champions inside each operator. “No one has a development team just waiting for you to integrate,” he said. “You have to find someone that actually believes in what you’re doing, that likes you as a person. You don’t want to do business with people that you don’t like.”

SavageTech’s model combines a flat fee with a share of GGR from users that opt into the gamification layer. Lemke sees that alignment as key: “I like the GGR share because it aligns us with the goals from the operator.”

The company recently closed its seed round, adding industry figures like former Pinnacle CEO Paris Smith to the cap table. Lemke wants investors who can “open doors,” not just provide capital. Looking ahead, he hopes SavageTech can avoid further fundraising by staying lean and building toward profitability.

As for the product roadmap, Lemke envisions the avatar evolving into a kind of iGaming version of Microsoft Clippy—a companion that guides users through the entire funnel. “Imagine having that avatar there, and it guides you through the last steps in a very friendly way, potentially deals with error messages right away,” he said. “Just something that makes the user feel welcomed.”

For Lemke, that mix of innovation, resilience, and likability is what keeps SavageTech moving forward. “You have to put yourself out there,” he said. “Otherwise, you are not going to find someone else who’s going to do it for you.”

Listen to the full podcast on YouTube, Spotify, and Apple Podcasts.