Symplify and Promofy Partner to Launch No-Code Gamification for iGaming CRM

The landscape of online gaming is evolving rapidly, and the way operators communicate with their customers is reaching a new level of automation. Symplify, the Stockholm-based market leader in CRM and AI cloud solutions, has announced a landmark partnership with Promofy. The goal is to integrate a so-called no-code gamification engine directly into automated customer journeys. This means that casino operators can utilize complex game mechanics and reward systems without having to write a single line of code.

The integration addresses a point where traditional CRM systems have often reached their limits. Frequently, gamification elements are isolated campaigns that must be laboriously fed with data manually. By joining forces, Symplify and Promofy are removing these hurdles. CRM teams can now create and trigger interactive experiences directly within a workflow based on actual player behavior. This not only saves time but also enables a response speed that is crucial in today's competitive environment.

Numbers and facts

Symplify brings an impressive 25 years of experience in the iGaming industry. Over 3.3 billion messages are sent via the platform annually, supporting more than 10 different communication channels. Promofy, on the other hand, is a rising star in the sector and was named Best Startup at ICE 2026. A previous partner of Symplify, WiseGaming, already saw a 7 percent retention uplift across multiple brands using their CRM solutions. The current partnership utilizes live data streaming, which is processed continuously rather than in batches, to enable immediate reactions to player actions.

Irakli Davarashvili, founder and CEO of Promofy, emphasizes the benefit of the cooperation for marketing precision:

"Working with Symplify means our games and challenges reach players at the point when they are most likely to respond. Our engine allows targeting to be driven by live player behaviour rather than a list pulled together the week before." - Irakli Davarashvili, Founder and CEO of Promofy

Background

The core problem of many CRM strategies in the gambling sector has been fragmentation. Data often had to be exported and imported into separate systems for gamification. Christoffer Feldt-Sørensen, Chief Sales Officer at Symplify, explains that gamification often "sits in its own corner." The new solution closes this gap by embedding Promofy directly into Symplify's journey orchestration. Possible triggers for such gamified moments include a first deposit, a period of inactivity, or achieving a VIP milestone. Promofy's AI-driven rewards then take effect automatically, significantly reducing the manual labor of marketing teams.

Why it matters for German players

For German players active in casinos with a license from the Joint Gambling Authority of the States (GGL), this technology could mean a more personalized experience. However, providers must strictly adhere to the rules of the 2021 State Treaty on Gambling. Gamification in Germany must not lead to players being enticed into excessive gambling or to warning signs being ignored. Since the system is based on live data, it could theoretically also be used to promote responsible gaming, for example, by displaying warnings instead of bonuses in the event of critical gaming behavior. Nevertheless, strict compliance with the 1,000 euro deposit limit per month and the stake limit of 1 euro per spin for online slots remains a top priority. Technical connection to the LUGAS system ensures that these limits are monitored across all systems, regardless of how modern the CRM system is in the background.

What it means for GGL-licensed casinos

German casinos with a GGL license must be particularly careful when implementing such tools. Every form of bonus or gamification must comply with advertising guidelines. Since Symplify enables segmentation based on real-time data, GGL casinos could ensure that only players with a clean status in the OASIS blocking system and within their LUGAS limits receive marketing offers. The no-code solution offers the advantage that regulatory changes can be quickly adjusted in the CRM system without keeping the IT department busy for weeks. However, it is essential that Promofy's automated reward logic respects the strict German requirements for bonus design and the avoidance of gambling incentives for vulnerable individuals.