Cloud-based customer relationship management solutions provider Symplify has agreed to acquire AI technology provider Jada Gaming in a €30m deal.
Symplify already has partnerships with a number of gambling operators, including William Hill, LeoVegas and Betsson, but said Jada’s experience with real-time marketing, churn prediction, hyper-personalisation and segmentation would all help it secure its position in the igaming space.
As part of the deal, Jada co-founders Alberto Alfieri and Josh Tromans-Jones will continue running the Jada platform.
Symplify’s CEO Robert Kimber and COO Fatima Ekekrantz, meanwhile, will join the Jada board.
“AI is playing an ever-increasingly influential role in successful operations and Jada’s capabilities will augment Symplify’s already strong igaming position,” Symplify CEO Robert Kimber said. “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 a..