CRM solutions provider Symplify has created a US arm to bolster its focus on the North American casino and igaming market.
The company has appointed Stephen Crystal, CEO and founder of SCCG Management, as the new entity’s president.
Stockholm-based Symplify’s CEO Robert Kimber said that setting up a permanent US base for its operations was a “natural” next step, with the US gaming market now a “home away from home” for his company.
Kimber added: “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.”
Crystal said: “A decade ago, AI was a marketing term broadly plastered across products to draw unwarranted attention to the emergent technology. 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."
Symplify also has offices in Malta, Italy, Spain, Denmark, Hong Kong and Canada.
