Symplify has expanded its European client base and standing in the gambling sector, entering into a partnership with igaming firm Play North.

An igaming firm, Play North operates the Dutch online casino site Kansino, and will utilise Symplify’s CRM email, SMS and Push packages to ‘optimise its communication strategy’.

The partnership will also see Symplify’s Campaign and Customer journey builder modules implemented across Play North’s integration to improve the user engagement process through ‘hyper personalised customer lifecycle journeys’ from events and campaigns.

“Play North has a unique policy in this industry where we do not work with sign-up or deposit bonuses,” remarked Klas Winberg, Play North CEO.

“In addition to this our philosophy is to leave the player to enjoy our services with minimal disturbance from us. Against that background, we needed a sophisticated CRM partner to ensure that all our customer communication is 100% relevant and served through the right channel at the right time. 

“Symplify is this partner and we are very excited about entering into the next level of CRM together with their capable team.”

Symplify further detailed that the integration with Play North was made simpler due to a pre-existing relationship with Finnplay, a Nordic igaming operator. 

A CRM and AI cloud solutions provider, Symplify’s previous operations in the online gaming space have included its $30m acquisition of Jada Gaimng.

As with the firm’s latest agreement with Play North, Symplify spoke highly of the smooth integration with Jada Gaming, outlining how the collaboration led to a ‘successful igaming operation’ in an interview with SBC earlier this year. 

Commenting on the Play North deal, Robert Kimber, Symplify CEO, said: “Play North is an impressive gaming business that runs a number of very successful brands and we’re delighted to have the opportunity to work with such a progressive client. 

“Our CRM solution will allow Play North to better communicate its entertaining gaming services within their core markets.”