Lucra

Lucra is a B2B competitive-loyalty platform that lets brands run live social competitions - tournaments, head-to-head challenges and mini-games - inside their own apps and websites through a white-label SDK. Originally launched in 2019 as a peer-to-peer real-money sports gaming app, the company pivoted to selling gamified engagement as a modern alternative to points-based loyalty programs, handling compliance, payments and fraud as a merchant of record. Its clients include Dave & Buster's, Five Iron Golf, TouchTunes and ChessKings, and in April 2026 it raised a $20M Series B led by ARK Invest's venture fund - ARK's first time leading an early-stage deal.