Crystal will take on this new role while continuing to serve as Founder and CEO of SCCG Management.
“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,” said Symplify CEO Robert Kimber.
“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.”
Symplify noted that, through its continued development of a suite of new products based on analysis of current market demand, it aims to increase its efforts to offer such capabilities to both US land-based and online gaming operators.
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 labour, time, and attention.”
