Accenture’s digital marketing operation Accenture Song is expanding to Bulgaria with the acquisition of Sofia-based Gemseek, a specialist in customer experience analytics. Terms weren’t disclosed.  

According to Accenture, the transaction was driven in part by the forecast that the global customer experience analytics market is expected to grow from $9.5 billion in 2022 to $37 billion in 2032. 

Gemseek, which also has an outpost in the UK, will serve as Accenture Song’s founding office in Bulgaria, alongside an existing team of 1,100 people from parent Accenture’s Advanced Technology and Intelligent Operations Centers.  

Founded in 2011, GemSeek is led by CEO Petko Tinchev.  

GemSeek is the latest in a series of acquisitions that Accenture Song has made to enhance its offering, including Work & Co, Rabbit’s Tale, ConcentricLife, Fiftyfive5 and The Stable.