SCCG Management's Stephen Crystal appointed as President of Symplify's new US division

CRM and AI cloud solutions company Symplify announced Wednesday it is seeking to increase its focus on the North American casino and iGaming market, having now created a US entity and naming Stephen Crystal as President of Symplify US. 

Crystal will carry this responsibility while continuing to serve as Founder and CEO of gaming consultancy SCCG Management, a press statement notes. The firm previously teamed up with Crystal’s SCCG Management in February when the parties entered a strategic partnership to open new distribution networks. 

Symplify describes itself as a CRM Ecosystem that provides gaming operators across ten communication channels. It includes real-time integration, churn prevention and AI automation as standard, customer lifecycle planning, cohort analysis and segmentation, geolocation campaign starts, AI personalization, and more. 

Symplify's CEO, Robert Kimber said: "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. The gaming market in the US is becoming a 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," he stated.

As written in a SCCG Management press release, Symplify, through its continued development of a suite of new products based on analysis of current market demand, "seeks to increase its efforts to put these new capabilities in the hands of US brick-and-mortar and online gaming operators. "

SCCG Management Founder and CEO Stephen Crystal said: "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 labor, time, and attention," he added. "The advancements made to support North American casino gaming have been showcased at SBC and, most recently, at G2E, and have met with solid approval by industry leaders."