Dive Brief:

• Microsoft has announced it acquired Texas-based startup Incent Games under undisclosed terms.

• The company said it plans to integrate the sales-gamification software into its own Dynamics CRM within the next few months.

• Microsoft said adding the fantasy sports component to its CRM will make incentive programs for sales staff more engaging.

Dive Insight:

Not everyone agrees Microsoft’s strategy will work. Denis Pombriant, managing principal at Beagle Research Group, told CIO.com that incentives are a significant data problem better addressed through comprehensive compensation-management systems.

“We spend all kinds of effort and resources trying to squeeze more productivity out of sales reps,” Pombriant said. “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.”