CRM and AI cloud solutions firm Symplify has signed a four-year deal to partner with US igaming operator PlayStar to deliver its OnPage AI tool.
Under the provisions of the agreement, Symplify’s OnPage AI solution will be used to give PlayStar users a ‘highly personalized and tailored web experience based on machine learning’.
Symplify’s CEO, Robert Kimber, commented: “Our CRM and AI services are designed to help our partners build long-term and meaningful relationships with customers. PlayStar is in a position to leverage our intuitive software, with their industry know-how to drive growth following its launch within the red hot US igaming market.”
Furthermore, the deal ensures that PlayStar will leverage Symplify’s campaign and journey builder as it seeks to take advantage of US growth opportunities. Symplify’s AI will also identify signs of problem gambling through its behavioral analysis as well as optimize PlayStar’s marketing expenditure.
PlayStar is the latest firm to join Symplify’s list of igaming clients which also includes William Hill, LeoVegas, Betsson, Mr.Green and MegaRush.
Jon Bowden, CMO of PlayStar, added: “PlayStar’s success will be down to truly understanding behavioral patterns to ensure we deliver top-class entertainment. Working with Symplify will allow us to engage with our players and ensure they receive a personalized, fun and safe gaming experience.”