Symplify has inked a four-year agreement with US-based igaming operator PlayStar to integrate into its communications, retention and conversion strategies. 

The deal between the two will see PlayStar employ Symplify’s Onpage AI, providing their users a personalised and tailored web experience based on machine learning. 

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

In addition to the aforementioned, PlayStar will also utilise Symplify’s campaign and journey builder to drive growth in the regulated US market. 

Symplify noted that responsible gaming is at the “heart of the business and the modules,” available through its AI, which it notes will actively improve the capability of monitoring behaviours and identifying abusers. 

Symplify’s AI solution will also help the business optimise marketing spend and nurture customer sentiment leading to increased Lifetime value.

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

PlayStar joins Symplify’s ever expanding portfolio of igaming CRM clients which already feature William Hill, LeoVegas, Betsson, Mr.Green and MegaRush to mention a few.