Microsoft acquired Incent Games, a Texas based company which developed a sales gamification platform called FantastySalesTeam.

The main product of Incent is called FantastySalesTeam, which is designed to enhance CRM adoption. Microsoft acquired Incent Games so that it can integrate FantasySalesTeam into its own Dynamics CRM product line, according to the company’s blog post.

Last month, Microsoft acquired FieldOneSystems, a field service management vendor, with the aim to integrate its technology with the company’s dynamics CRM and some other related products.

Bob Stutz, Corporate Vice President of Microsoft Dynamics CRM, said:

“With Microsoft’s focus on productivity and our obsession with customer success, this acquisition is a great fit. To help drive adoption of our CRM solutions in fun and creative ways, we are integrating FantasySalesTeam into our offering. Their platform is highly effective at increasing team collaboration, productivity and consequently driving greater results and business growth.”

Adam Hollander, CEO of Incent Games said as part of the Microsoft team he is eagerly waiting to help write the next chapter for FantasySalesTeam. He also said today their product is used by thousands and it will be available to millions very soon.

Microsoft acquired Incent Games and Denis Pombriant, managing principal at Beagle Research Group, said regarding it:

“Let’s see, for many years and even centuries, we have incentivized sales people with money (the carrot) and job loss (the stick). That wasn’t enough? Really? We spend all kinds of effort and resources trying to squeeze more productivity out of sales reps. It makes little sense to me to introduce a game system that takes their attention away from the business at hand rather than pursuing results.”

Microsoft acquired Incent Games and FantasySalesTeam will be integrated into Microsoft’s Dynamics CRM. But tech giant said it won’t be closing off access to other existing CRM tools including Salesforce.