Symplify, the Stockholm-based market leader in CRM and AI cloud solutions, has agreed a new partnership with online and offline gaming software provider, SoftMaya.

SoftMaya operates multiple successful iGaming brands which include the headliner offering Rock ‘n’ Reels. Each of the brands that run under the SoftMaya label will be able to leverage Symplify’s AI Personalisation Module which is equally adept across sport and casino lobby pages.

The Onpage AI gives users a hyper personalised and tailored web experience based on machine learning. The Symplify service is seamlessly integrated into SoftMaya’s communication, retention and conversion strategies to allow CRM teams to manage operations from a single console.

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Symplify is to also provide its cogent Campaign and Journey builder that will instantly contribute to business growth. Socially responsible gaming forms a core element of SoftMaya’s long-term expansion strategy and Symplify’s SaaS service is populated with several modules that monitor concerning behaviours and identifying abusers. AI will focus on helping the business optimise marketing spend and develop greater customer sentiment leading to increased Lifetime value.

Symplify’s CEO Robert Kimber said: “SoftMaya is a superb business that has an exciting future ahead and we’re thrilled to welcome them as a partner. It’s the perfect opportunity for us to work alongside SoftMaya’s portfolio of brands and showcase our powerful AI Personalisation Module. It revolutionises the way in which we can understand user behaviour and then positively adapt  website experiences to meet player preferences.”

Will Parker, SoftMaya’s Marketing Manager, followed: “It was clear very early on in our discussions with Symplify that its service would greatly benefit our next stage of company expansion. Symplify’s ability to optimise our CRM capabilities and use AI to help shape truly personalised experiences will be invaluable.”