Stepping into the competitive gaming scene, and beyond?

Stepping into the competitive gaming scene, and beyond? – Marketing Technology – iGB

Symplify, a company with a presence in various fields, including competitive gaming and other areas, bought Jada Gaming’s customer relationship management solution provider at the end of the previous year. While the Jada transaction marked a significant breakthrough for Symplify in the gambling sector, will the high standards of esports marketing guarantee that the deal has an impact on other areas?

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Stepping into the competitive gaming scene, and beyond?
A quick look at the client list of CRM provider Symplify reveals an intriguing blend. Alongside well-known gaming operators like Mr Green and LeoVegas, there are businesses 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 present for nearly the entirety of the company’s 20-year history.

“We are a mature platform that has been connected with the competitive gaming industry from the beginning,” says Symplify CEO Robert Kimber. “As the esports industry has matured, so has Symplify.

“We have been actively involved in the industry for over 15 years. In recent years, we have become even more actively involved, such as participating in trade shows and closely monitoring industry developments. The industry is constantly changing. As our gaming clients have grown, so has our software.”

Although Symplify has been in existence since the early 2000s, Jada is a more recent firm, having only declared its formation last year. As Alberto Alfieri, the CEO and co-founder, points out, since Jada is relatively new, an acquisition at this early stage of the company’s journey wasn’t necessarily part of the initial strategy. However, after agreeing to purchase Jada Gaming, an AI solutions provider, for €30 million, the company now appears poised to make a more significant impact in the iGaming sector. As Kimber explains, iGaming holds a crucial position for multi-industry marketing providers like Symplify. Being an industry that requires continuous user acquisition, marketing products that are effective for iGaming operators are also suitable for many other industries. “One of the key takeaways from working with such a demanding industry like iGaming is that there is no shortage of innovative ideas,” he stated. “The iGaming CRM team is seeking a platform capable of implementing those ideas. We are constantly receiving feedback and pushing the limits of what is attainable.” The demand for marketing platforms has always been substantial, as gaming companies are consistently striving to push the boundaries of what is achievable. Currently, we operate in multiple sectors. iGaming is one of them, albeit a very significant one; it’s a sector that occasionally drives product development.

Initially, when we commenced Jada, we didn’t anticipate having these sorts of discussions,” Alberto remarked. “Jada is a youthful, dynamic, and revolutionary firm poised to embark on an exhilarating expedition. We introduced our platform in the early stages of 2021, recognizing our desire to collaborate with other entities to enhance our strength. However, this particular event was not part of our original blueprint.”

Kimber elucidated that the agreement materialized due to the shared clientele of both companies within the gaming sector. These entities discerned that Jada and [Company Name] possessed the potential for a fruitful partnership, swiftly culminating in the acquisition. With the exception of some bureaucratic procedures necessary to secure governmental approval from Spain, the entire process unfolded seamlessly.

“We’ve been actively seeking companies to incorporate into our strategic plan,” he stated. “What distinguishes Jada is that our customers advised us to engage in dialogue. Consequently, it deviated from our customary approach to identifying acquisition targets, but it originated from our shared network. Upon initiating discussions, it became undeniably evident to me, and I believe to everyone present, that their product and ours would form an indomitable alliance.

“The Jada team is comprised of seasoned professionals, intellectually astute individuals who possess a profound understanding of their domain.”

Computerized intelligence and forecasting marketing are the future of the business, and we were struck by the clear sense of identity we observed in the team’s drive to achieve their objectives. Josh, Alberto, and their crew are partners we wish to work with and develop alongside.

Alfieri remarked that a key reason Jada’s team was able to quickly come to an understanding was that he and Tromans-Jones would be able to continue operating the company as usual after the takeover.

Alberto stated, “I believe we met at the right time, and this collaboration has tremendous potential for both sides. Josh and I will continue in our roles and responsibilities, the takeover will not change the structure of the company, but with the support of a powerful force like Symplify, we will be able to speed up our development plans.

“This is what we appreciate most about Symplify. They view this partnership from a long-term project viewpoint, which is very encouraging for us because this is our passion, and we’re not ready to give up on it prematurely. They have plans, projects, and strategies, which means we can learn a lot from their experience.”

Other uses?

However, this long-term plan may differ from Jada’s initial plans. Kimber said that given the extremely high demand for marketing technology in the online gambling industry, Jada’s technology could find applications in many other clients.

Robert asserted that he thinks Jada’s strong platform can be used in fields outside of gaming. “The gaming sector has taught us the importance of ongoing development and product growth.

“By creating products for the most demanding industry, we can repackage them for other sectors, making them appropriate for financial technology, business, non-profit organizations, or any other sector that can utilize powerful propensity marketing.”

In the meantime, Alfio believes that entering new markets is one of the most thrilling aspects of this agreement.

“One of our objectives is to expand into vertical industries and geographical areas. We are currently active in South America and Europe, but there are many new markets and industries we want to enter. This is a top priority for our organization. When you see the potential of Jada, it naturally follows that our goal is to expand it beyond the gaming industry. With Symplify, this goal can now be achieved.”

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