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Jada Gaming is acquired by CRM and CRO cloud solutions provider Symplify in €30m deal
Thursday, 16 December 2021
AI specialist Jada Gaming is to be acquired by Symplify, market leaders in CRM and CRO cloud solutions, in a deal worth €30m.
Jada Gaming’s data and analytics AI expertise will be a welcome extension to Symplify’s expanding list of services that has already produced excellent results within iGaming thanks to CRM partnerships with William Hill, LeoVegas, Mr.Green and MegaRush, to name a few.
Jada will embed its Jada Brain into the Symplify software to create an all-in-one ecosystem, where clients can use AI and ML to create, manage and optimise all their communication cycles. Jada Co-founders Alberto Alfieri and Josh Tromans-Jones will still run the Jada business and Symplify CEO
Robert Kimber and COO Fatima Ekekrantz will join the board. Jada will gain from further Symplify investment into the product that will drive the next exciting growth stage for the business.
Symplify’s growing portfolio of partners is now in position to benefit from Jada’s strengths in real-time marketing, churn prediction, hyper-personalisation and AI-powered segmentation. Each element will enable Symplify’s network to improve operational visibility and predictive capabilities.
Jada’s Responsible Gaming and Bonus Abuse modules can be seamlessly integrated into any operation to better monitor behaviours and identify abusers. Armed with clearer data, Symplify’s partners will now be in position to optimise marketing spend and nurture customer sentiment leading to increased Lifetime value.
Alberto Alfieri, Jada Gaming Co-Founder, said: “Josh and I are incredibly excited to team up with Symplify and feel our AI solution perfectly fits within the business. The synergies between our two company objectives and philosophies means this will deliver an unrivalled business management system that translates across a wide range of sectors.”
Symplify’s CEO Robert Kimber said: “AI is playing an ever-increasingly influential role in successful operations and Jada’s capabilities will augment Symplify’s already strong iGaming position. Our mission is providing a 360° service for our partners and I’m excited to add another vital layer to our solution and be working alongside Alberto and Josh as we continue to grow the business.”