SoftMaya, an online and offline gaming software provider, operates various iGaming brands, including the headliner offering Rock 'n' Reels.

According to the agreement, Symplify's AI Personalisation Module will be supported for brands that run under the SoftMaya label. The Onpage AI provides users with a personalised and tailored web experience based on machine learning.

Further, the AI will also focus on helping the business better its marketing spend, eventually developing customer sentiment which will lead to increased lifetime value.

The Symplify service is integrated into SoftMaya’s communication, retention and conversion strategies to allow CRM teams to manage operations from a single console. To amplify the business growth, Symplify will also be providing its Campaign and Journey builder.

Robert Kimber, Symplify CEO, said: "SoftMaya is a 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, added: “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.”