Both companies have put pen to paper on an agreement that will see Symplify play a “significant role” in supporting the US-based iGaming operator as it looks to expand its footprint.

As part of their deal, PlayStar will employ Symplify’s Onpage AI to tailor users’ web experience via machine learning. PlayStar will further employ the supplier’s “Campaign and Journey builder” to foster growth in the regulated US market.

Symplify’s AI solution, it said, will also “help the business optimise marketing spend and nurture customer sentiment.”

“Our customer relationship management (CRM) and AI services are designed to help our partners build long-term and meaningful relationships with customers,” said Robert Kimber, Symplify CEO.

“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.”

In addition to supporting PlayStar’s growth ambitions, Symplify added that its AI will “actively improve” the operator’s ability to monitor player behaviour, bolstering PlayStar’s responsible gaming efforts.

Moreover, this deal will see PlayStar join Symplify’s CRM client roster, that includes big-name brands such as William Hill, LeoVegas and Betsson, among others.

Jon Bowden, who became PlayStar’s Chief Marketing Officer last month, commented: “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.”