NuxGame will support its growth using predictive marketing and on-site recommendations to optimise the management of over 10 channels through web push messaging, email, dynamic web, print and social channels in-house.

Symplify’s AI CRM includes campaign and journey builder modules that create an "AI-optimised experience." 

Symplify CEO Robert Kimber said: "NuxGame has quickly risen to become a major player in the market and we’re thrilled to have an opportunity to work together as they drive the business forward. Our software is designed to positively impact engagement and retention by communicating with customers with unrivalled precision."

NuxGame CEO Daniel Heywood added: “We pride ourselves on delivering top-grade gaming content for our partners through numerous products including our Global Payment Solutions, Website API, Sports Engine, and more which we implement in an efficient and timely manner.

“Working with Symplify will allow us to maximise the impact for our audiences by optimising our marketing strategies and in turn expand upon these possibilities for our clients, increasing the LTV of players by leveraging a personalised AI-optimised experience."

Earlier this year, Simply agreed a partnership to supply its software-as-a-service (SAAS) solution to online casino brand PlayStar as part of a new four-year partnership.

Per the deal, PlayStar now employs Symplify’s Onpage AI to tailor users’ web experience via machine learning. PlayStar now also employs the supplier’s “Campaign and Journey builder” to foster growth in regulated US markets.