Jada Gaming & Symplify: Why culture is ‘not just a buzzword’ in igaming
Although many may simply write-off discussions of ‘company culture’ as just another business cliche, for Jada Gaming and Symplify this couldn’t be any further from the truth.
Towards the end of last year, Symplify acquired AI specialists Jada Gaming for a total of $30 million, and the two firms have subsequently embarked on a product integration.
Discussing this process, Symplify Chief Marketing Officer (CMO) Paul Crisp stated that the company’s product was a natural fit with Jada Gaming’s AI expertise.
“This was a real dovetailing of two products that are entirely necessary, we believe, running a successful igaming operation,” he said, explaining how the company culture at each firm played a key role in a smooth integration.
“The personal and technical chemistry is very potent and it raises ‘why hasn’t this been done before and patented earlier?’
“It has been done earlier, but people have never quite gotten it right, and that’s where we feel we’re going to make a difference and we see we’re making a difference already.”
Chief Technology Officer and Co-Founder of Jada, Josh Jones, agreed with Crisp on the topic of company culture, stating that this is a highly relevant and important factor for igaming firms to consider when conducting business.
“I think it’s very important that you get cultures that really mix well together, and its not just some buzzword that people throw around, it does actually have some relevance.
“I think we can see that in how fast we actually managed to integrate the platforms, because the culture was so closely aligned and we were able to in record time integrate the products.”
Jones also commented on the integration of Artificial intelligence and new reporting into Symplify’s back-end to create one, single platform.
This was done in the ‘space of a couple of months’, which the two guests attributed to the similarities in company culture, enabling an easy integration.
Commenting further on the use of AI, Jones highlighted the use of technology for gambling harm minimisation, explaining: “Right up until the end of a customer’s journey, you can use AI to detect and prevent that.
“You can also exclude a company if they have a responsible gambling problem, which is an important aspect, if somebody is chasing their bets or playing longer sessions than usual.
“You can use manual rules but its so much better if you use AI for this because patterns change, and you can retrain your models easily to keep this in consideration and keep up with the times.”
Crisp also noted that the use of Jada’s AI has enabled a ‘safe or controlled environment’, more reliable than a manual rule-based system, ensuring protection for players whilst also safeguarding operators with regards to compliance.
“This is not just for a moral issue, but also to enable the operator to add a level of safety and security for themselves, so they know what their database is doing at any one time,” he concluded.