Moving Beyond Digital Gaming? – Marketing Technology – iGB
Symplify, the customer relationship management solution provider that purchased Jada Gaming, is a business that operates in multiple sectors, including digital gaming and other fields. While the purchase of Jada marks a significant advancement for Symplify in the gambling industry, will the high standards of marketing in digital gaming ensure that this deal has an effect on other areas?
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Moving Beyond Digital Gaming?
A quick look at CRM provider Symplify’s customer list reveals a diverse mix of businesses. Alongside well-known gaming operators like Mr Green and LeoVegas, there are companies from other industries: fintech giant Klarna, Swedish newspaper Aftonbladet, recently listed RevolutionRace, and baby clothing retailer Babyshop.com.
This balance of different industries has been a defining characteristic of the company’s 20-year history.
“We are a mature platform that has developed alongside the digital gaming industry from the beginning,” says Symplify CEO Robert Kimber. “As the digital gaming industry has matured, so has Symplify.
“We have been actively involved in the industry for over 15 years. In recent years, we have been more involved in industry events and have been closely monitoring the pulse of the industry. It’s constantly changing. As our gaming clients grow, so does our software.”
Nevertheless, following the agreement to buy Jada Gaming, a supplier of AI solutions, for €30 million, the firm appears prepared to make a more significant statement in the sector.
As Kimber stated, the gaming sector holds a crucial position for a multi-industry marketing provider like Symplify. It’s a sector that necessitates relentless effort in user acquisition, and marketing products suitable for gaming operators will be suitable for numerous other industries.
“One of the most significant takeaways from working with a demanding industry like gaming is that there’s no lack of creativity,” he said. “Gaming CRM teams are searching for a platform that can execute these ideas. We are continuously receiving feedback and pushing the limits of what’s achievable.”
“The demand for marketing platforms has always been high because gaming companies always need to push the limits of what’s achievable. Today, we operate in various verticals. Gaming is one of them, although very important; it’s a vertical that occasionally drives product development.”
Early Acquisition
While Symplify has existed since the turn of the millennium, Jada is a newer firm, only announcing its founding last year.
As CEO and co-founder Alberto Alfieri highlighted, since Jada is a young company, an acquisition at this early stage of the company’s history wasn’t necessarily part of the initial plan.
We did not anticipate having these talks so early in Jada’s growth,” Alberto stated. “Jada was a youthful, spirited, and innovative firm prepared to set out on an exciting adventure. We introduced our platform in the early part of 2021, understanding that we desired to establish robust partnerships with other platforms to fortify our position and offerings. However, this was not something we were actively seeking.”
Kimber explained that the agreement materialized because both companies shared a gambling customer base. They recognized that they could collaborate effectively and promptly laid the groundwork for the takeover. Except for some bureaucratic obstacles in obtaining Spanish regulatory approval, everything else proceeded without a hitch.
“We have been searching for opportunities to acquire other businesses as part of our strategy,” he mentioned. “What is intriguing about Jada is that our customers informed us that we should communicate with each other. Therefore, it was not your typical acquisition discussion, but something that arose through our shared network. From the moment we sat down to converse, it was evident to me, and I believe to everyone in the room, that their product combined with ours would be an irresistible combination.
“The Jada team is seasoned, knowledgeable, and possesses a clear vision.”
Computerized intelligence and predictive marketing are the future of our field, and we saw a clear vision of what they wanted to accomplish in the group, which was very obvious. Josh, Alberto, and their crew are the partners we want to collaborate with and develop alongside.
Alfieri stated that a key reason the Jada team was able to reach an agreement so quickly was that he and Tromans-Jones could continue to manage the business as they had prior to the takeover.
“I believe we met at the perfect time, and this chance is full of potential for both sides,” Alberto said. “Josh and I will continue in our roles and duties, the acquisition will not alter the structure of the company, but with the support of a powerful entity like Symplify, we will be able to speed up our growth plans.
“This is what we appreciate most about Symplify. They view this partnership from a long-term project viewpoint, which is very motivating for us because this is our life’s work, and we’re not ready to give up on it too soon. They have a plan, projects, and strategy, which means we can learn a lot from their expertise.”
Are there more applications in other areas?
However, this long-term plan may differ from Jada’s initial plans. Kimber stated that given the high demand for marketing technology in the online gambling industry, Jada’s technology could find use in many other clients.
Robert declared, ‘I am convinced that the capability of the Jada platform can be utilized in domains beyond the gambling sector.’ ‘The gambling industry has imparted upon us the necessity for ongoing advancement and product growth.’
‘By crafting products for the most demanding sectors, we can reconfigure them to be appropriate for fintech, business, non-profit organizations, or any other sector that can leverage potent propensity marketing.’
In the meantime, Alfieri believes that venturing into new markets is one of the most thrilling aspects of this agreement.
‘Our aspiration is to broaden our reach in both verticals and geographically. We presently have operations in South America and Europe, but there are numerous new markets and industries we aim to dominate. This is a paramount priority for us as an entity. When you witness the potential of Jada, it is only natural that our ambition is to extend its influence beyond the gambling sector. With Symplify, this aspiration can now materialize into reality.’
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