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HOW AUTOMATION WORKS FOR SPORTS BETTING PROMOTIONS? THE SMARTICO METHOD

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Pass it to Maradona! It was an incredibly successful football strategy in the 1980s. Sometimes, even the God apparently lent a hand to the strategy’s success!

Similarly, ‘pass it to the machine’ must be an equally fruitful marketing strategy of our times. It basically means to automate the whole customer relationship management (CRM) process.

But how do you actually pass it to the machine?

Well, here is how it works. If you are not quite well-versed with the CRM and marketing activities, first let us quickly have a run down on how the marketing process works in a betting company’s CRM division. Then we will see how it is automated with Smartico’s platform.

A word about the platform before we begin. It has three major parts:

  1. Real time marketing application
  2. Gamification tool
  3. Real time business intelligence (BI) module

 

Sportsbook Operator’s Conventional Promotional Method

The CRM division of every major Sportsbook works super efficiently to attract maximum players to punt on the games that they promote.

Let’s take a look at how the CRM division works before a major game of European football.  The CRM division sends all sorts of promotions and intimations to players in their databases.

Promotions can be in the form of any format, mainly the following:

  • Emails
  • SMS on their phones
  • Messages on their social media feeds like Facebook or Twitter timeline
  • Push notifications to the app users
  • Pop-ups on the website

The operators have to get the text needed for emails and message notifications, videos and graphics for social media promotion for each game separately and schedule their sending on appropriate timings on CRM software.

Then there are the categories of players, or buckets as they are sometimes called. For example,

  • one bucket of regular, loyal customers,
  • another comprising occasional customers,
  • yet another having only newly joined customers,
  • another bucket comprising dormant customers and so on.

For each bucket, the promotional feature has to be customized. That is, different versions of emails, social media graphics and messages are ideally required for each category of players. Some clusters of customers will also need some kind of bonuses or offers to spur them into punt for this game. So the CRM operators have to add information about such bonuses manually too.

As you can see, it involves cumbersome manual work and there is a good chance that the intended message still may not reach the right player.

Automation can make the process easy and ensure that each player receives exactly the right kind of messages and intimations.

Inside the Automation Process with Smartico

Smartico’s three-pronged software application makes life easy for CRM operators.

The operators need to get the various kinds of creatives done as previously – text, graphics, video and all that. They have to create at least one template for each mode of communication too: for email, SMS push notification, social media posts and so on.

That’s all. The software will take care of the rest.

It uses special dynamic tags to deliver the right kind of content about the right match to the right players through the right channel by leveraging the real time BI module that churns live player data.

The CRM operators can select the games from a list of upcoming games across leagues that they want to promote. The software will initiate an automated marketing campaign at a scheduled time before each match.

One of the software’s most useful features is the Campaign flow builder, which allows the operators to create the flow and order of sending various modes of communication. For example, first send emails, then push notifications or SMS, then social media promotions and and finally show a popup when the player logs in to the website or app of the sportsbook.

Each of the communication will contain two kinds of creatives:

  1. Fixed
  2. Dynamic

Fixed communication will be the text, graphics and video that are intended to persuade the players to sign in and place bets.

Dynamic communication refers to the text and graphics that provide the information that keeps on changing from match to match: such as the names of the competing teams, the league, stadium, date and time of the match and such like. If the communication offers bonuses or special offers, the text and graphics depicting the bonus or offer are also will be part of the dynamic communication.

The software will automatically populate the dynamic elements in each communication based on the real time data of player behavior data and preferences.  For this the software makes use of something called dynamic tags.

To sum up, the work flow of the operator changes as follows:

  • Create the templates of email, messages, graphics and videos
  • Choose the matches that need to be promoted
  • Select with the targeted population of customers (That is, the operator can opt for promoting Bundesliga matches just to the players who routinely bet on Bundesliga matches only)
  • Set the starting time for the campaign – how many day, weeks or even months before the match (even if matches are postponed or get cancelled for some reason, the software will alter the communication schedule accordingly)
  • Insert bonus offers, wherever needed.
  • Pick the order of communication modes through Campaign flow builder
  • Sit back and watch the results

This way, the operators can think about improving the overall quality of the marketing campaigns and look for innovations, rather than running hurriedly to tick each boxes of the communication mix.

The software saves time, delivers better results and better streamlines the operations.

So, pass it to the machine!

 

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Gaming Americas Weekly Roundup – August 11-17

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Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

AU10TIX announced the launch of a free Child Safety Age Assurance Risk and Readiness Assessment and Age Assurance Readiness Guide designed to help businesses better understand their risk and tailor their strategy to meet regulatory obligations. They support AU10TIX’s Selfie-based Age Estimation service, which delivers the industry’s most precise and unbiased age assessment in just two seconds. In the US, federal legislation such as the Children’s Online Privacy Protection Act (COPPA) requires parental consent for users under 13, while the California Consumer Privacy Act mandates age verification for websites accessed by users under 16. Additionally, 19 U.S. states now enforce mandatory age checks for adult content and gambling platforms. Similar regulations are impacting social media and online services in the UK, EU and Australia.

Caesars Entertainment has launched its third fully in-house developed proprietary online casino title: Signature American Roulette. Now live in New Jersey, the game is available across Caesars Palace Online Casino, Caesars Sportsbook & Casino and Horseshoe Online Casino, bringing another standout addition to the Company’s Signature table game series. Developed by Empire Creative, Signature American Roulette reflects Caesars’ growing investment in building its own proprietary content, a cornerstone of its online casino strategy aimed at delivering a best-in-class player experience. Signature American Roulette follows the recent launches of fan-favourite Signature titles, Caesars Palace Signature Multihand Blackjack Surrender in May and Signature Blackjack Surrender in June, both also developed by Empire Creative.

Novig announced the successful close of an $18 million Series A funding round. The round was led by Forerunner, with participation from existing investors Y Combinator, NFX, Perceptive Ventures and Gaingels. Founded by Jacob Fortinsky and Kelechi Ukah, Novig is reimagining sports predictions as a transparent and fair marketplace. Unlike traditional sportsbooks, Novig allows users to trade directly with one another, rather than against the house, eliminating hidden fees, biased odds and the risk of being penalised for winning.

Partnerships

IGT announced that it has secured a multi-year sports betting technology and services agreement with Hipodromo de Agua Caliente SA de CV and Distribuidora Internacional de Equipos de Juego, S. De R.L. De C.V. that will significantly extend IGT PlaySports’ footprint to Mexico and Latin America via Corporación Caliente. Per the agreement, 42 Caliente sportsbooks in Mexico will leverage the IGT PlaySports platform and services from the Company’s Trading Advisory Services Team. Through a phased rollout, Caliente will also be able to provide select sportsbooks operators throughout Latin America access to IGT PlaySports’ technology, extending the technology’s reach to more than 100 additional venues across eight countries.

CT Interactive has announced a strategic partnership with Ondiss. Through this collaboration, CT Interactive’s top-performing titles are now integrated into the Ondiss platform, significantly expanding the company’s reach within the region’s regulated iGaming market. This integration adds value to the broad Argentine audience of Casino & Hotel Casino Magic S.A., which successfully uses the Ondiss platform. With CT Interactive’s certified and player-favourite content now available, operators on the platform are empowered to diversify their offerings and meet the increasing demand for engaging, high-quality games.

The post Gaming Americas Weekly Roundup – August 11-17 appeared first on European Gaming Industry News.

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Sportradar introduces next gen Bundesliga products

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Bundesliga International is strengthening its longstanding agreement with Sportradar Group AG (NASDAQ: SRAD) to further enhance the viewing experience, accelerate innovation through new exclusive data, and deliver next-generation digital experiences for the betting and gaming market.

Sportradar’s partnership with Bundesliga International dates back to 2005. Utilising the 3.6 million data points from every Bundesliga match, and harnessing Sportradar’s proprietary technology, a suite of engaging products has been launched ahead of the start of the 2025-26 Bundesliga season, and available to Sportradar’s global client base. These include:  

Live Player Markets: Leveraging Bundesliga tracking data and Sportradar’s advanced AI capabilities in real-time will create approximately 240 additional opportunities to bet per match.  

4Sight Streaming:  Award-winning, next generation streaming technology allows betting operators to incorporate AI-driven animated overlays and actionable insights into a live stream, enriching the Bundesliga viewing experience by increasing understanding of live match action. 

Enhanced Live Match Tracker: Powered by tracking data and computer vision which keeps fans engaged and provides in-play betting opportunities directly within the betting app.

“We are thrilled to further deepen our collaboration with Bundesliga, one of the most popular football leagues in the world,” said Patrick Mostboeck, SVP Fan Engagement at Sportradar.

“Over the course of our nearly twenty-year relationship, we’ve worked together to develop some of the most innovative and engaging football solutions for fans across the globe. And we continue to work together to power new ways to engage audiences and deliver unmatched value to the global football ecosystem.” 

With coverage of more than 150,000 matches annually across 900+ football leagues, as industry leaders Sportradar offers the industry’s deepest and most comprehensive football portfolio.

“The Bundesliga is always looking to innovate and, working with Sportradar, we lead the way when it comes to enhancing our media product for the betting and gaming industry,” said Peer Naubert, Chief Executive Officer of Bundesliga International. 

“This long-term relationship lays the foundation for creating new ideas and staying ahead of the curve, and we’re excited to see the fruits of that labour come to life with this latest launch.”

The post Sportradar introduces next gen Bundesliga products appeared first on European Gaming Industry News.

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Vixio Announces the Finalists for the 2025 Global Regulatory Awards

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Vixio, a leading provider of regulatory intelligence solutions, has unveiled its 2025 Global Regulatory Awards (GRAs) shortlist.

Now in their ninth year, the GRAs continue to recognise and celebrate the achievements of individuals, teams, and organisations in the gambling industry that have excelled in compliance, corporate social responsibility, and safer gambling. This year’s awards shortlist features 21 award categories, over 190 finalists and more than 100 unique organisations represented. “Congratulations to all of this year’s finalists. Achieving a place on the shortlist is no small feat, especially in our most competitive year yet. The continued growth of the GRAs reflects how seriously the industry takes compliance and the ongoing drive for excellence in this field,” stated Mike Woolfrey, CEO of VixioWoolfrey added: “Our thanks go to the judging panel for their diligent and independent evaluation, which ensures the integrity of these awards. We look forward to celebrating with so many of you in November.”

The 2025 GRA presentation will take place on November 19, 2025, at the Grand Connaught Rooms in London. Due to the event’s popularity, the remaining tables will sell out fast. Vixio strongly advises booking now to ensure you don’t miss out. You can now secure your table online in minutes using Vixio’s quick and easy booking portal. Additional information on table bookings can be found here.

The GRAs 2025 shortlist is as follows:

 

AML or MLR Professional of the Year
1 Carlos Suárez, Catena Media
2 Cecile O’Connell, LeoVegas
3 Dave Foppert, DraftKings
4 Eleni Panagiotopoulou, SOFTSWISS
5 Georgi Iliev, Delasport
8 Kate Faulkner, BoyleSports
Award for Commitment to Compliance by a Supplier
1 BETBY
2 Digitain
3 Docaposte
4 GBG
5 GeoComply
6 GeoLocs by mkodo
7 Kambi
8 OpenBet
9 Play’n GO
10 Pragmatic Solutions
11 Soft2Bet
12 Wazdan
Award for Commitment to Compliance by an Operator Sponsored by: Gaming Associates
1 Betinia
2 CampoBet
3 DraftKings
4 Genting Casinos
5 LeoVegas
6 Tipico Games
 

Chief Compliance Officer of the Year

Sponsored by: eCOGRA

1 Abby Cosgrave, LeoVegas
2 Anton Sikström, Catena Media
3 Corinne Valletta, Betsson Group
4 Ed Bedrosian, Xpoint
5 Filippo Ferri, Delasport
6 Jennifer Aguiar, DraftKings
7 Lloyd Lemmon, Pragmatic Solutions
8 Ray Dunkle, Virginia Lottery
9 Sara Cass, IFX Payments
10 Sophie Bowler, Zodia Custody
11 Steve Richardson, Scientific Games
12 Tommaso Di Chio, Bragg Gaming
Compliance Innovator of the Year
1 BetComply
2 BizAcuity Solutions
3 GeoComply
4 Mindway AI
5 OneComply
6 OpenBet
7 Rightlander
8 Sharp Vision
9 Soft2Bet
10 Xpoint
Compliance Professional of the Year
1 Andrew Poole, Light & Wonder
2 Ardie Manuel, Virginia Lottery
3 Arshak Muradyan, Digitain
4 Bill Curtis, DraftKings
5 Christopher Lottering, Pragmatic Solutions
6 Denzil Mason, Genting Casinos
7 Jeremie Kanter, Continent 8
8 Jessica Feil, OpenBet
9 Juan Jose Daruich, Daruich
10 Martin Crowe, NexaCompliance
11 Ryan Farrah, LeoVegas
12 Tatevik Grigoryan, BetConstruct
Compliance Rising Star Special Award
1 Attila Hunter, Betika
2 Birgit Strauszberger, Greentube
3 Jasmine Yasin, Delasport
4 Kate Faulkner, BoyleSports
5 Kevin Kostreci, GLI
6 Kizzie Fenner, Evoke
7 Maša Tičar, Pragmatic Solutions
8 Medisha Moodley, Games Global
9 Robert Lo Giudice, BetMGM
10 Shacke Manukyan, BetConstruct
11 Sheena Patel, DraftKings
12 Vanessa Hurt, Paysafe
Compliance Team of the Year

Sponsored by: Docaposte

1 AGS
2 BetConstruct
3 Bragg Gaming
4 Continent 8
5 Delasport
6 Digitain
7 DraftKings
8 OpenBet
9 Playtech
10 San Manuel Tribal Gaming Commission
11 Scientific Games
12 Wazdan
Head of Regulatory Affairs or Government Relations of the Year
1 Carl Brincat, LeoVegas
2 Devon Dalbock, GLI
3 Emeline d’Ollone, Catena Media
4 Emőke Péter, Worldline
5 Filippo Ferri, Delasport
6 Hartwig Gerhartinger, Paysafe
7 Michael Karloutsos, Hard Rock International
8 Travis Foley, BMM Innovation Group
Legal Team of the Year
1 Alea
2 Altenar
3 Betika
4 Betsson Group
5 Bragg Gaming
6 Catena Media
7 Kambi
8 LeoVegas
9 Light & Wonder
10 OKTO
11 Paysafe
12 Virginia Lottery
Marketing Compliance Team of the Year

Sponsored by: White Bullet

1 BetMGM
2 Better Collective
3 Catena Media
4 Gentoo Media
5 LeoVegas
Outstanding Contribution to Safer Gambling
1 AiR HUB – UNLV International Gaming Institute
2 Betting and Gaming Council
3 Casino Guru
4 EPIC Global Solutions
5 Flutter Entertainment
6 GamProtect
7 Genting Casinos

The post Vixio Announces the Finalists for the 2025 Global Regulatory Awards appeared first on European Gaming Industry News.

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