Symplify has named Stephen Crystal as President of Symplify US as it seeks to increase its position in the North American casino and igaming sector.
The firm previously teamed up with Crystal’s SCCG Management in February when it entered a strategic partnership to open new distribution networks.
In a sign of strengthening ties between the two, Crystal has agreed to become President of Symplify US, whilst remaining CEO of SCCG Management.
Crystal commented: “The powerful capabilities created by the Symplify suite of solutions – powered by AI and Machine Learning – are not only industry-leading, but they’re also industry firsts. A decade ago, AI was a marketing term broadly plastered across products to draw unwarranted attention to the emergent technology.
“Today, machine learning has graduated from being the true technology powerhouse across sectors like health care, finance, retail sales, travel, and social media. Symplify is the only CRM solution provider that has leveraged Machine Learning as the anchor for casino gaming operators.
“Now it falls to the team at Symplify US to help share the power of the Symplify solution with North American casino gaming operators. We want to let their marketing teams know that we have a CRM solution that adds value without the cost of too much labor, time, and attention.”
The CRM and AI cloud solutions firm is aiming to strengthen its US position by delivering its suite of products to brick-and-mortar casinos and online gaming operators.
Back in July, the firm developed a new suite of products to further its interests in the US casino space, focusing on geolocation products and its AI Engagement Optimizer.
Symplify’s CEO, Robert Kimber said: “As part of the Symplify story, I am pleased to welcome the next and natural step of Symplify, establishing a permanent presence within the continental United States.
“The gaming market in the US is becoming home away from home for Symplify technology. We meet like-minded innovators who need a platform that understands the marriage of traditional casino entertainment and the expectation of the newly transitioned digital user.
“Applying our thorough understanding of the digital gaming market, together with SCCG’s close-knit relationship with brick-and-mortar casinos, has proven to be very successful. Establishing a US base with my friend and colleague Stephen Crystal in charge is an exciting and self-evident opportunity for Symplify.”