Symplify signs four-year partnership with PlayStar

Symplify has signed a four-year partnership with PlayStar.

As part of the deal, PlayStar will employ Symplify’s brand new Onpage AI, giving users a personalised and tailored web experience based on machine learning.

PlayStar will also utilise Symplify’s Campaign and Journey builder to drive growth in the regulated US market. Responsible gaming is at the heart of the business and the modules available through Symplify AI will actively improve the capability of monitoring behaviours and identifying abusers. In addition, Symplify’s AI solution will help the business optimise marketing spend and nurture customer sentiment leading to increased Lifetime value.

PlayStar joins Symplify’s portfolio of iGaming CRM clients which already include William Hill, LeoVegas, Betsson, Mr.Green and MegaRush.

Robert Kimber, Symplify’s CEO, said: “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.”

Jon Bowden, CMO of PlayStar, added: “PlayStar’s success will be down to truly understanding behavioural patterns to ensure we deliver top class entertainment. Working with Symplify will allow us to engage with our players and ensure they receive a personalised, fun and safe gaming experience.”

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