Artificial intelligence AI

Artificial intelligence (AI) specialist Jada Gaming is set to be acquired by Symplify, a leading CRM and CRO cloud solutions company, in a deal worth €30 million.

Jada’s data and analytics AI expertise is expected to be a welcome extension to Symplify’s expanding list of services, that has already produced promising results within iGaming thanks to Com partnerships with William Hill, LeoVegas, Mr Green, Betsson and Megarush, amongst others.

Jada will embed its ‘Jada Brain’ into the Symplify software to create an all-in-one ecosystem, where clients are able to use AI and ML to create, manage and optimise all their communications cycles.

The company’s co-founders, Alberto Alfieri and Josh Tromans-Jones, will retain their leadership roles, continuing to run the operations and development of their platform.

Mr Alfieri welcomed the deal, saying: “Josh and I are incredibly excited to team up with Symplify and feel our AI solution perfectly fits within their 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.”

He set up the company, alongside Mr Tromans-Jones, who now serves as CTO, just over a year ago after they noticed, working with a number of companies in the affiliation and operator verticals, that the same challenges kept cropping up again and again.

Earlier this year, Mr Tromans-Jones sat down with iGamingCapital.mt to discuss the growth of the company and the technology it backs, stating that the technologies’ potential is “almost endless.”

Symplify’s CEO Robert Kimber and COO Fatima Ekekrantz, will join the board together with the Co-founders to work on further strengthening the Jada offer and prepare for entering into new markets and verticals. Jada will benefit from this acquisition which will drive the next exciting growth stage for the business.

Commenting on the deal, Mr Kimber said: “AI is playing an ever-increasingly influential role in successful operations and Jada’s capabilities will augment Symplify’s already strong iGaming position. Our mission is providing a 360° service for our partners and I’m excited to add another vital layer to our solution and be working alongside Alberto and Josh as we continue to grow the business.”

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