EventsTag, the London-based tech platform that creates unique live event experiences for some of the world’s most well-known brands, has acquired RFID event engagement platform, Excelerated Apps – who also trade under the name We are Interact. This acquisition will enable EventsTag to further expand its innovation in event technology, offering the most unforgettable event moments for fans at brand activations.  

Since EventsTag launched just six years ago, the experiential tech company – specialising in both creating unique event content with huge social media appeal, and amplifying it for maximum interaction and engagement – has quickly built an impressive portfolio, supporting brand giants including Nike, Google, Smirnoff and O2, with a range of diverse and dynamic content solutions that include augmented reality GIF booths, 3D posts, social mosaics and cinemagraph effects. Their current collaboration with Beats by Dr Dre, enabling football fans to emulate the campaign imagery of Harry Kane and Mezit Ozil to celebrate the 2018 World Cup, has activations in major retail sites including Westfields and GUM in Moscow.

Excelerated Apps and We Are Interact will bring their advanced technology suite to the partnership; their creation of RFID (radio frequency ID, also referred to as ‘contactless’) experiences means event attendees can enjoy a completely personalised journey as early as pre-event registration, by receiving an interactive pass that gives them access to a range of immersive experiences, whereby all engagement can be tracked and measured.

Combining their specialisms in event tech, EventsTag and Excelerated Apps will provide a full event experience service to brands, from registration and content delivery through to social media amplification and measuring all levels of engagement. This partnership will see the Excelerated Apps team moving into EventsTag’s head office in London, where EventsTag has delivered more than 175,000 event experiences for social media in 121 countries already.


Three new roles will also be created at EventsTag as a result of the expansion, including a Creative Director in London and a Client Services Director and Account Manager, both in their New York office. Sales teams in both offices as well as partners in Dubai, Sydney and Sao Paulo will be selling the new technology to clients later this year.

Dan Strang, CEO, Crowd Reactive Ltd, said: “EventsTag has always had the vision to become the leaders of innovation within live experiences and acquiring Excelerated Apps has taken us a big step closer to this goal. We firmly believe in the future of seamlessly connected experiences and having an RFID platform at our disposal gives us the opportunity to continue to innovate in this space.”

Ramesh Varsani, Co-founder, Excelerated Apps, said: “We couldn’t think of a better home for Excelerated Apps to develop its huge potential. Our talented team have been dedicated to building the most powerful RFID platform in the world. Combining this with the EventsTag team’s energy, passion and ideas for creating engaging social media content is a really exciting opportunity for us all.”

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.