Five years ago this week… Sports-focused UX developer Deltatre defied the pandemic-era slowdown by launching mtribes, an OTT SaaS platform aimed at helping sports and entertainment firms navigate lockdown challenges. Built on Massive Interactive’s Axis platform, mtribes promised data-driven UX decision-making, audience segmentation, and feature testing—all within a single console for non-technical teams. While the product’s timing seemed risky, Deltatre saw an opportunity to strengthen customer engagement and move users from free to paid tiers. In early 2025, Deltatre announced the closure of 2 of its 12 global premises, both inherited from Massive Interactive, cutting around 70 jobs (though a source told us it would rise to 150). Amazon’s shock bid for TikTok: Amazon has made a last-gasp…