Symplify partners with Promofy to integrate gamification into CRM journeys

Symplify has partnered with Promofy to bring no-code gamification directly into automated customer journeys, creating a more integrated approach to player engagement for iGaming operators. The collaboration connects Symplify’s CRM capabilities with Promofy’s AI-powered gamification technology so that games, challenges and rewards can be activated within the same journey framework.

The arrangement is focused on using player behaviour and existing CRM data to determine when an interactive experience should be delivered. Rather than requiring marketing teams to manage gamification as a separate campaign, the integration is designed to place those experiences inside existing customer journeys.

Symplify, which has its roots in Stockholm, provides CRM, marketing automation and AI-related solutions for customer engagement. Its current platform includes journey building, segmentation, communications and data-driven personalisation capabilities.

Promofy operates in the iGaming engagement technology space and describes its platform as an AI-powered gamification solution designed for sportsbooks, casinos and other digital ecosystems. Its technology supports mechanics such as missions, challenges, loyalty features, mini-games, wheels and other interactive promotions.

A closer connection between CRM and gamification

The principal feature of the partnership is the ability for CRM teams to connect gamification with specific points in a customer journey. A player action can serve as the basis for triggering an interactive experience, allowing engagement activity to be aligned more closely with the individual journey.

Examples can include a first deposit, a period of inactivity or the achievement of a VIP milestone. In each case, the relevant journey can determine whether a particular experience should be activated. Symplify’s own description of its gamification capabilities similarly highlights triggers such as first deposits, inactivity and VIP milestones.

This approach can reduce the need for teams to move between separate systems when planning and executing campaigns. Promofy’s platform is designed to integrate with existing CRM and operator infrastructure while Symplify provides the journey orchestration and customer targeting layer.

The result is a model in which CRM activity and gamification are treated as connected parts of the same customer lifecycle rather than independent marketing functions. That distinction is particularly relevant for operators managing multiple campaigns across different customer segments.

Player behaviour becomes the trigger

Data is central to the integration because the timing of a gamified experience can be linked to player activity already being processed by the CRM environment. Instead of relying on a separately prepared audience list, the system can use behavioural events to determine when a player reaches a relevant point in a journey.

Promofy’s current product materials describe real-time activity as a core element of its engagement approach. The company says its platform can receive player activity, evaluate relevant events and support the activation of experiences through existing technology environments.

For CRM teams, this can provide a more streamlined operating model. Audience creation, segmentation and journey logic can remain within Symplify while Promofy supplies the interactive layer. The emphasis is therefore not simply on adding more promotional mechanics but on connecting those mechanics to data and timing.

Such an arrangement can also support more precise segmentation. Players at different stages of the lifecycle may receive different challenges or rewards based on the behaviour captured by the operator’s CRM environment. That creates scope for more contextual communication without requiring every campaign to be built as a standalone initiative.

No-code tools support faster campaign management

Another important aspect of the collaboration is its focus on no-code execution. Promofy describes its gamification infrastructure as designed for low-touch integration and says its campaigns can be managed through a back-office environment without requiring extensive development work.

Symplify likewise promotes gamification that can be configured and launched directly through its journeys without developers being required for each individual campaign. Its platform states that gamification steps can also be tracked within Symplify so teams can review what was activated and assess campaign performance.

From an operational perspective, that can be significant for CRM departments that need to make frequent changes to campaigns. A no-code setup can allow marketing specialists to adjust journey logic, targeting or engagement mechanics without repeatedly assigning routine changes to development teams.

The commercial value of that model will depend on how individual operators configure their campaigns and measure their results. The partnership itself does not establish a guaranteed performance outcome, but it creates the technical framework for more closely connecting customer data with interactive experiences.

Promofy brings AI and interactive experiences

Promofy supplies the gamification layer, including games, challenges and AI-driven rewards. Its wider platform also includes progression mechanics, loyalty features, mystery boxes, card-based experiences and other promotional formats.

The company has increasingly positioned AI as part of its broader engagement infrastructure. Its AI Suite includes tools for campaign generation, behavioural segmentation, localisation, visual creation and performance analysis.

That direction aligns with a broader industry focus on automation and personalised engagement. Instead of presenting every customer with the same promotion, operators can use behavioural information to determine which experience is relevant to a particular segment or stage of the journey.

The integration with Symplify provides a route for those capabilities to operate closer to the CRM workflow. This can make gamification less dependent on separate campaign planning and more connected to customer lifecycle management.

Leadership comments on the partnership

Symplify’s Chief Sales Officer Christoffer Feldt-Sørensen said: “Gamification often sits in its own corner, running as a separate campaign with its own data and its own setup. Bringing Promofy inside our journeys closes that gap. CRM teams can reward a player at the moment that matters, using behaviour we are already tracking and they can do it without writing a line of code.”

Feldt-Sørensen has held sales leadership responsibilities at Symplify and has previously discussed the company’s focus on CRM, AI, automation and real-time data.

Irakli Davarashvili Founder & CEO added: “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.”

Promofy identifies Davarashvili as its CEO and Founder, while the company’s materials also list Vakhtang Mdivani as CPO and Co-Founder.

Compliance remains an important consideration

Gamification in an iGaming environment must operate within the legal and responsible gambling requirements applicable to each market. Technology integrations can help operators structure campaigns and manage data, but they do not remove the operator’s responsibility to comply with relevant regulations.

For example, the UK Gambling Commission requires licensed remote operators to maintain effective customer interaction systems that identify, act on and evaluate indicators of potential gambling harm. The rules also require operators to monitor customer activity and consider a range of behavioural indicators.

The Malta Gaming Authority similarly places player protection and responsible gambling obligations on licensed operators, including requirements relating to safer gambling tools and appropriate customer protections.

For this reason, the practical application of gamification needs to be considered alongside responsible gambling policies, jurisdiction-specific rules and internal compliance controls. The technology can support customer engagement, but regulatory obligations remain a separate and essential consideration.

Recognition for Promofy at ICE Barcelona

The partnership also comes as Promofy builds visibility within the gaming technology sector. In February 2026, the official ICE Gaming Content Hub reported that Promofy won gold at Pitch ICE ’26 during ICE Barcelona. The event coverage described the company as a provider using gamification, free-to-play mechanics and AI-driven personalisation for player engagement.

This is a more precise description than referring to Promofy simply as the “Best Startup at ICE 2026.” The documented recognition relates specifically to the Pitch ICE ’26 competition, where Promofy was announced as the judges’ winner.

That recognition provides additional context for the company’s growing profile as it expands its engagement technology. Its current materials indicate that the business has moved beyond individual gamification mechanics toward a broader engagement ecosystem covering acquisition, activation, retention, loyalty and AI.

What the integration means for operators

For operators, the main significance of the Symplify and Promofy collaboration is the tighter connection between CRM strategy and interactive engagement. Rather than treating gamification as an isolated promotional tool, the integration is designed to make it part of a wider journey that already includes segmentation, communications and behavioural data.

This can create a more structured process for deploying games, challenges and rewards while reducing the operational separation between CRM and gamification teams. It may also help businesses test different engagement mechanics against specific customer segments and journey stages.

The effectiveness of such campaigns will ultimately depend on execution, market requirements, audience characteristics and responsible gambling controls. The partnership establishes the technical connection, while individual operators remain responsible for how they use it.

Conclusion

The Symplify and Promofy partnership represents a practical step toward integrating gamification more closely with CRM workflows in the iGaming sector. By connecting Symplify’s customer journey orchestration with Promofy’s no-code gamification engine, the arrangement is designed to allow games, challenges and rewards to respond to player behaviour within an existing CRM environment.

The emphasis on real-time data, behavioural triggers and simplified campaign management reflects the continuing evolution of digital customer engagement. Rather than relying exclusively on broad promotional campaigns, operators can structure experiences around specific moments within a player lifecycle.

At the same time, the integration should be understood as a technology capability rather than a guarantee of commercial performance. Its value will depend on how operators apply the tools, measure outcomes and maintain compliance with applicable responsible gambling and regulatory requirements. With Promofy’s Pitch ICE ’26 recognition and Symplify’s established CRM and automation capabilities, the collaboration adds another layer to the sector’s ongoing movement toward more connected, data-led engagement.

FAQs

What is the Symplify and Promofy partnership?
The partnership connects Symplify’s CRM journey capabilities with Promofy’s no-code gamification technology so operators can activate games, challenges and rewards within customer journeys.

What is Symplify?
Symplify is a Stockholm-based CRM and marketing technology provider offering customer engagement, automation, data and AI-related solutions.

What does Promofy provide?
Promofy provides AI-powered engagement and gamification technology for iGaming and other digital environments, including games, missions, challenges, loyalty mechanics and rewards.

How does the integration use player behaviour?
The integration is designed to use behavioural events and CRM data to determine when a specific gamified experience should be activated within a customer journey.

What does no-code gamification mean?
No-code gamification allows CRM or marketing teams to configure interactive experiences without needing to build each campaign through custom software development.

What types of triggers can be used?
Potential triggers can include a first deposit, inactivity or the achievement of a defined milestone such as a VIP status event.

Why is CRM integration important for gamification?
CRM integration can reduce the separation between customer data, journey orchestration and interactive campaigns, making it easier to deliver experiences in a relevant context.

Did Promofy win an award at ICE 2026?
Yes. Official ICE Gaming coverage states that Promofy won gold at Pitch ICE ’26 during ICE Barcelona in 2026.

Who is Christoffer Feldt-Sørensen?
Christoffer Feldt-Sørensen is Symplify’s Chief Sales Officer and has represented the company in discussions concerning CRM, AI, automation and player engagement.

Who is Irakli Davarashvili?
Irakli Davarashvili is the Founder and CEO of Promofy, according to the company’s official information.