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Jada Gaming acquired by Symplify in €30m deal

Symplify, a CRM and CRO cloud solutions provider, is to acquire Jada Gaming in a deal worth €30m ($34m).

JadaAI

The aim of this acquisition is to expand on the services offered by Symplify, with an emphasis on Jada Gaming’s data and analytics AI expertise. Over recent years, Symplify has made progress in the iGaming world thanks to CRM partnerships with organisations such as William Hill, Betsson and MegaRush.

Jada Gaming Co-founders, Alberto Alfieri and Josh Tromans-Jones, will retain their current roles overseeing the operations and development of the Jada platform. From Symplify, the CEO Robert Kimber and COO Fatima Ekekrantz will join forces with the Jada Co-founders to further strengthen the tie, preparing to enter new markets and drive forward with this new stage of development.

AI capabilities

Combining skills will see Jada embedding its Jada Brain into the Symplify software which will, in turn, create a combined area where clients can use AI and ML to manage and optimise all of their lines of communcation.

Utilising these skills will see Symplify’s network improving overall in terms of visibility. 

Jada’s Responsible Gaming and Bonus Abuse modules can be easily integrated into any operation, meaning a stronger form of behaviour monitoring and therefore a way of identifying abusers.

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 verticals.”

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