Symplify to buy Jada Gaming for €30m

Jada Gaming’s co-founders will continue to run the platform after Symplify’s acquisition.

Spain.- The cloud-based customer relationship management solutions provider Symplify will acquire AI technology provider Jada Gaming for €30m.

The deal will see Symplify CEO Robert Kimber and COO Fatima Ekekrantz join Jada Gaming’s board. Jada Gaming co-founders Alberto Alfieri and Josh Tromans-Jones will continue running the platform.

Symplify has partnerships with several gambling operators, including Betsson, LeoVegas and William Hill. However, it said that Jada Gaming’s experience in real-time marketing, churn prediction, hyper-personalisation and segmentation would help enhance its position in the online gambling sector.

Jada Gaming is based in Sotogrande, Spain.

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-degree 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.”

Alfieri 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 verticals.”