CRM Solutions Provider Symplify Looks to Expand Its Client Portfolio Into More iGaming Territory

In addition to well-known gaming operators like Mr Green and LeoVegas, CRM provider Symplify also recently acquired a huge new business in Jada Gaming. Although not traditionally an iGaming-focused business, Symplify insists that they have always had an affinity for this sector and intend to continue expanding its client number in this area.

“We are an established platform, and we’ve been in symbiosis with the igaming industry since day one,” Symplify chief executive Robert Kimber says. Adding: “As the igaming industry has matured, so has Symplify”.

“We have been actively engaged in the industry for more than 15 years. In recent years, we have become more involved in the sense of attending trade shows and keeping our finger on the industry pulse. It is, as always, ever-evolving. As our gaming customers grow, so does our software.”

The move to acquire Jada Gaming certainly represented a move of intent to continue to become more entrenched in the iGaming sector.

“One of our greatest learnings while working with a demanding industry like igaming, is that there is no shortage of ideas out there,” he says. “What igaming CRM teams are looking for is a platform that can execute those ideas. We constantly receive feedback and push boundaries as to what is possible to achieve”.

“Demand for a marketing platform has always been high because gaming companies always need to be pushing the envelope for what is possible. Today we’re in multiple verticals. Igaming is one of them, albeit a very important one; it’s a vertical that on occasion drives the development of the product.”

The acquisition of the young company Jada Gaming was not on the cards for co-founder Alberto Alfieri. However, the deal came about, Kimber says, thanks to some of the business’ shared gaming clients. These companies recognised that the two could work well together, which soon set the scene for the acquisition. Besides some bureaucratic hurdles to ensure Spanish authorities could approve the deal, the rest was smooth sailing.

“We are always on the lookout for acquisitions. It’s part of our strategy,” he says. “The interesting thing with Jada, is that we found each other through customers saying that we ought to talk with one another. So this wasn’t the usual acquisition chat we had. It was set up through our joint networks.

“From the first moment we sat down and talked, it became obvious to me, and to everyone else in the room, I believe, that their offering paired with ours would be an unbeatable setup”.

“The Jada team is experienced and knowledgeable and have a clear message. AI and predictive marketing are the way of the future for our industry and what we saw in the team is a clear sense of identity in what they are trying to achieve, and that’s something that stood out. Josh, Alberto and their team are people that we want to work and grow with.”

Another reason for the quick sale was that owners of Jada Gaming were told there would be next to no change as to how they would run the business despite having new owners.

“I believe we met at the right moment in time. This opportunity brings a lot of potential for both parties,” Alberto says. “Josh and I will remain in our roles and capacities, the acquisition doesn’t change the setup of the company, but with a powerhouse like Symplify to back us, we will be able to accelerate our growth plan.

“That’s one of the things we liked the most about Symplify. They saw this partnership from the perspective of a long-term project, which was very encouraging to us, seeing as this is our baby and we weren’t ready to let go too soon. The fact that there was a plan, project and strategy behind it meant we could benefit greatly from their experience.”

“I believe the powerful capabilities within the Jada platform can be applied outside of igaming, to other verticals,” Robert says. “One thing that igaming has given us is the demand for constant development and product expansion.

“By developing a product for the most demanding of industries, we can repackage it for other industries so that it caters to fintech, commerce, NGOs or any other industry that can make use of powerful propensity marketing.”

Alfieri, however, according to sources, believes that the potential of reaching new businesses was one of the key reasons for agreeing to the deal.

“One of our goals is to expand in terms of verticals and regions. We’re currently active in both South America and Europe, but there are a lot of new markets and industries that we want to tackle. That is our top priority, together as an organisation”.

“When you see the potential that Jada has, naturally our dream is to grow this outside of the igaming industry too. With Symplify, that dream can now become a reality.”