Symplify's CEO, Robert Kimber, expressed his enthusiasm for this new partnership, stating: "AdmiralBet is renowned for its extensive and intuitive iGaming platform, which has helped the operator firmly establish itself as a leader in Serbia. Our cloud-based CRM and AI ecosystem will help AdmiralBet to enhance business growth by fostering deeper player engagement."

Milan Djurmez, Head of Online Operations at AdmiralBet, anticipates positive outcomes from the partnership and expects improved engagement with their player community.

Symplify has a history of collaborating with various partners in the iGaming industry. Notably, the company entered into a four-year partnership with PlayStar in May 2022, where Symplify's technology played a role in tailoring user experiences and optimising marketing strategies.

In March 2023, Symplify partnered with nChain to create iGaming solutions to push for responsible gaming practices and transparency in transactions.

Symplify's partnership with SoftMaya in January 2023 aimed to provide personalised web experiences and optimise marketing efforts for SoftMaya's iGaming brands.

In December 2022, Symplify expanded its partner portfolio by collaborating with NuxGame, focusing on predictive marketing and on-site recommendations.

Lastly, King Billy Casino partnered with Symplify in January 2023 to enhance its customer engagement strategy by leveraging Symplify's CRM ecosystem and AI personalisation module.