Garfield Smith – Technology & Data Lawyers advises on the sale of Graphyte Ltd, a leading real-time cloud-based personalization platform in the iGaming market, to Optimove

Optimove, the first Customer-Led Marketing Platform based in Tel Aviv, has acquired Graphyte Limited, a leading real-time, cloud-based personalization platform based in London. Garfield Smith – Technology & Data Lawyers represented Graphyte on the sale of its entire issued share capital to Optimove.

Graphyte’s acquisition cements its leading status in cloud-based personalization in the iGaming market, driving more operators to utilize its capabilities as part of their CRM Marketing strategies carried out by Optimove’s Customer-Led Marketing Platform.

Garfield Smith – Technology & Data Lawyers’ head of corporate Amanda Sermon, with assistance from Caroline Hughes, collaborated seamlessly on Israeli law matters with Tel-Aviv based Herzog Law, to deliver an outcome which will significantly enhance Graphyte’s ability to deliver personalized recommendations to players across channels and at scale. Intellectual Property and Information Technology advice was provided by Garfield Smith.

Co-Founder of Graphyte, Rob Davis said:

“We couldn’t be happier to join forces with Optimove as an integral part of their offering. Optimove’s dominance in the iGaming market and its machine learning personalization capabilities are second to none. The combination of our technology is a game changing marketing tool which will create unprecedented freedom for brands to realize their CRM Marketing visions. We’re extremely grateful for the support that Garfield Smith – Technology & Data Lawyers provided to us on this transaction. Their team really drove the deal forward and we were grateful that they recommended Herzog Law; who did a fantastic job too.” 

Amanda Sermon, who led the corporate team at Garfield Smith – Technology & Data Lawyers, said:

“We are delighted to have been instructed by Graphyte to advise on their acquisition. This transaction shows what we, at Garfield Smith – Technology & Data Lawyers, do best. We provide pragmatic, client-focused legal advice that enables our clients to achieve their business goals. We were particularly delighted to work again with Adam Salkin at Herzog Law in Tel-Aviv. Our collaboration with Herzog Law enabled Graphyte to obtain the cross-border advice it needed to move this deal to a successful conclusion.”

About Graphyte

Founded in 2018, Graphyte is a real-time, cloud-based personalization platform optimizing web and mobile experience for betting and gaming consumers. Operators across sports betting and gaming use Graphyte’s platform to serve AI-based personalized content recommendations and dynamically adapt their web, native mobile sites, and mobile sites, and mobile apps to engage customers across all digital channels. Graphyte provides operators with over 20 different white box AI models, applying advanced machine learning to bet, gameplay, and browsing activity in real-time to make every interaction with a customer-relevant and in-the-moment.

About Garfield Smith – Technology & Data Lawyers

Garfield Smith – Technology & Data Lawyers, has been at the forefront of technology and data law since 1997. In the last five years, the firm has advised on technology deals worth over $1 billon and is now regarded as one of the leading technology and data focused law firms in the UK. Everyone at the firm shares a passion for technology and the business of technology. The firm has been part of the evolution of the UK’s TMT sector in the UK and has helped hundreds of clients, from cutting-edge start-ups to FTSE 100 companies, to successfully develop, scale, protect, exploit and procure technology.

14 July 2022

Further Information