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Smartico Develops a Rockstar AI Predictive Tool for CRMs

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Knowing me, knowing you … There’s nothing we can do …

Goes the famous ABBA song of the 1970s.

Ironically, this is exactly the conundrum that customer relationship management (CRM) executives face when they design and implement a marketing strategy. Especially those in the gaming and betting industry. They know who their customers are. They know their customers could punt big.

But they don’t know the most ideal time to send a simple email to their customers. Or they don’t know the best time to push a social media post.

Shortcomings of One-size-fits-all Strategy

Oftentimes, CRM executives resort to a one-size-fits-all strategy. Take the email campaign as an example. They push their mails over the night so that the job is done by the next day. That is one neat tick on the box of weekly tasks.

But does it get the job done? The job of making the customers read the mail and follow the call for action?

Well, a no has to be the answer here. Different customers have different reading habits and different routines. The mail, for example, may not reach them at the exact time when a user engages most on the internet.

How would a CRM executive know this? That’s why we are back again to the ABBA song of the seventies: Knowing me, knowing you … There’s nothing we can do.

But not quite so now. This is 2021. And there has to be a way.

Enter Smartico’s AI Model

Smartico’s new AI tool automatically customizes the communication schedule of each and every customer, based on the real-time data on the online habits of the customer.

If X is most active during the mornings for the last six months or so, and is most likely to make a bet on that time on Sunday, it is a no brainer that the CRM executive must push the mail and social media posts on Sunday mornings.

The new module of Smartico CRM does exactly this. The AI tool analyzes the real-time data on customer behavior and predicts the optimum timings for communication.

Let’s look briefly into how it is done.

How It Works

The Smartico AI model relies on machine learning. It can make accurate predictions from large data sets. It will be of great use in customer retention. The model predicts the best time of the day to send email communication to the customers.

The model uses the user data on the existing CRM. It predicts the best time for sending communications to the user. Communications can be

  • Emails
  • Push messages
  • Short messages
  • Social media posts

The next step is to define the best time. Is it mornings, evenings or later nights? Smartico’s model uses a 24-hour time frame.

The model analyzes the past activities of a customer in the CRM database to predict the best times. Customer activities can be any of the following:

  • Just being online – opening mails or seeing social media posts
  • Engaging with the message – reading mails, clicking links on messages or interacting with social media posts
  • Doing business – making deposit, posting a bet, or signing up

This is not a plug-and-play AI model. It needs active involvement of a CRM operator for best setup. Smartico offers a smooth interface that allows the operator to set up the tool. While it could take some hours to set up the campaign initially, the tool will provide results within much more quickly once perfected.

During the setup, the operator can perform any of the following tasks:

  • Finding optimum timings for communication – The tool will offer multiple optimum timings during the 24-hour period. Human intervention is required to identify the best timing among them.
  • For short term campaign – The model will predict the nearest best timing for sending a communication.
  • For long term campaign – The tool will offer a range of best timings over a week for scheduling a campaign.

Simplifying AI

Smartico’s team spent long hours to create a working AI model that could improve the CRM platform’s customer retention and conversion rate. The team tried and discarded several models, and tried again, found and improved the present prediction model. It has the proven capability to improve the conversion rates.

AI is going to change the way a CRM system works, especially for highly competitive segments like betting and gaming. It is here to stay. It’s like a sweeping wave. The smart way is to harness its power to improve your CRM and enhance customer retention.

The AI systems do not come often with a low entry point. It’s high-end engineering. Smartico’s AI model is perhaps the one with the lowest entry level. It simplifies the human tasks so much so that the user does not need to worry about the architecture or data processing. Just follow the interface and see the results.

Knowing all these things, this is the best you can do – for your CRM that is.

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Where B2B Marketing Stumbles

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Marketing in B2B is like a midfielder in football: it’s supposed to cover the whole field and only occasionally push forward. Meanwhile, all the glory rightfully goes to the strikers, while our role is to reliably back the team.

Still, remove marketing from any business, and you’ll immediately recall Stewart Britt’s line about winking at a girl in the dark. Working without marketing today means being unarmed and invisible in the sea of offers and background noise that’s only getting harder to cut through.

Today, we’re celebrating Trueplay’s 7th anniversary — and as a small but meaningful gift, our marketing team would like to offer a bit of striptease and self-flagellation by offering fixes for some of the most common mistakes marketing teams make.

Clear your meeting calendar

Let’s start with a universal pain point for remote-era businesses: weeding through online meetings. Endless regular calls — with or without a clear purpose — fill up the day and ruthlessly devour your time.

Our conclusion: meet only when the issue cannot be solved in writing. Video calls are great for fast, efficient status updates, but become a protracted torture when the only reason is “just to have a call.”

We’re not denying the value of human connection — even through Google Meet — but add this to your calendar: meet only with purpose.

Work together — validate your ideas

Important decisions should always be made collectively, with all relevant perspectives taken into account. To execute any process — especially one that impacts the company’s success — you need a complementary team.

Only in fairytales or propaganda do people unanimously accept top-down decisions. In reality, any idea — especially a creative one — will have both supporters and critics. That’s why you need to build processes where important decisions are validated collectively.

If you’re launching a new website, building a key campaign, or preparing for a major expo — take the time to gather all the department heads around the (virtual) table, especially Sales. Run the idea by them and give them a heads-up about what’s coming.

One of the most common mistakes marketing teams make is leveraging their authority to impose changes: “This is how we’re doing things now.” But if the rest of the team doesn’t support your idea — at least tacitly — failure is almost guaranteed.

It reminds us of a brilliant example from Ichak Adizes, who once visited a shoe factory. Taking aside a factory worker, he discovered how employees responded to unpopular management decisions. They didn’t argue or complain — they simply packed mismatched shoe sizes into the same box and sent them to stores.

Just imagine: marketers, managers, and strategy consultants working around the clock to design company-wide strategies — and a few disengaged people silently undo it all by refusing to cooperate.

Leave time for execution

Marketers love ideas. But even the best concept can fall apart due to a lack of time, budget, or resources.

We’ve held pure gold in our hands — ideas that could’ve flown. But when it came to execution, we stalled. You never know where the problem will arise: a legal nuance, a burning deadline, or a system that simply isn’t ready.

So always build in time. Don’t rush. Remember that cycles repeat — if it didn’t work now, you can always return later with stronger preparation.

Test the product

Even if no one expects it from you — use your market knowledge to help improve the product. Talk to clients. Validate hypotheses early. Stay in touch with the market. Share your insights with the product team.

The worst service you can provide is silent acceptance. You’re not paid to promote anything blindly — you’re here to make products and services better.

Watch your costs

Prices always go up. Invoices from contractors, expo fees, event costs — they’ll all increase each year. That means you must constantly monitor the budget and plan for risks.

To stay ready for tough negotiations — research the market, look for alternatives, check out new vendors. A shark dies if it stops swimming.

Keep your eyes open

Marketing is a 24/7 job. You’re always learning — no matter the field. Every brilliant campaign, viral case, or breakthrough idea is your teacher.

Read the news. Follow innovation and creativity channels. Feed your brain with inspiration. Your superpower is insight, intuition, and ideas. And they can come from anywhere.

Remember your role

Marketing is the company’s radar. Its navigation system. Its sails. You’re always where it’s loud and messy. Your job is to make the company seen, to build the brand. It’s a serious responsibility.

And yes, product creators often get the credit — and that’s fair. But remember: you shape the packaging. And packaging makes things desirable.

That’s your work.
That’s your win.

The post Where B2B Marketing Stumbles appeared first on European Gaming Industry News.

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BET9JA BACK BOXING WITH BALMORAL GROUP PROMOTIONS SPONSORSHIP

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Bet9ja, Nigeria’s premier sportsbook and gaming platform, today announced a landmark multi-year, multi-fight sponsorship partnership with Balmoral Group Promotions, aimed at elevating Nigerian boxing to new heights both domestically and on the global stage. This strategic alliance underscores Bet9ja’s commitment to fostering Nigerian talent, building the sport’s profile, and creating unforgettable moments of national pride through high-profile events that showcase emerging stars and deliver thrilling action to fans worldwide.

The partnership will kick off with a historic night of boxing titled “Chaos In The Ring” on Nigerian Independence Day, October 1, 2025, at the Mobolaji Johnson Arena in Lagos. Headlined by a highly anticipated cruiserweight clash between American contender Brandon Glanton (20-3, 17 KOs) and former WBA super middleweight champion Rocky Fielding (30-3, 18 KOs) from Liverpool, the event has already captured global attention for its narrative and star power. Glanton, seeking redemption after his loss to British former World Champion Chris Billam-Smith, will face Fielding in what promises to be an explosive main event. The card also features notable bouts including former IBF lightweight champion Richard Commey versus Shiloh Defreitas, and appearances by rising talents like Dan Azeez, further highlighting Nigeria’s growing presence in international boxing.

This inaugural event is presented in collaboration with legendary former world champion Amir Khan and his AK Promotions, alongside support from the National Sports Commission of Nigeria. Broadcast live on DAZN, “Chaos In The Ring” will not only celebrate Nigeria’s independence but also serve as a platform to inspire the next generation of boxers, with a focus on community engagement, talent development, and global storytelling through exclusive content series.

Building on its recent foray into boxing, Bet9ja draws inspiration from its successful sponsorship of British-Nigerian heavyweight sensation Moses Itauma, announced in August 2025. As part of that deal, Itauma, an unbeaten prospect with 12 professional wins (10 by knockout) and holder of the WBO Intercontinental and WBA International titles, served as a Bet9ja brand ambassador during his high-profile knockout victory over Dillian Whyte in Saudi Arabia. The partnership featured Bet9ja’s branding on Itauma’s training gear, ringside apparel, and exclusive digital content under the “#CatchTheBoom” campaign, amplifying Nigeria’s pride and global visibility. This experience has fueled Bet9ja’s ambition to further invest in boxing, with the Balmoral partnership set to replicate and expand this model to nurture more Nigerian stars and iconic moments.

 

Jennifer Olatunji, Senior Marketing Manager of Bet9ja said: “Bet9ja is proud to back Nigerian boxing through this transformative partnership with Balmoral Group Promotions. Our shared vision is to shine a spotlight on the incredible grit and talent within our nation, building future stars and delivering some of Nigeria’s most proud and publicized sporting nights. Starting with this Independence Day spectacle, we are committed to growing the sport’s ecosystem, creating opportunities for athletes, and engaging fans in ways that resonate both at home and abroad.”

Dr. Ezekiel Adamu, CEO of Balmoral Group Promotions, added: “This multi-year sponsorship from Bet9ja is a game-changer for Nigerian boxing. Together with AK Promotions and Amir Khan, we’re not just hosting fights – we’re building hope, uniting communities, and positioning Nigeria as a powerhouse in the global boxing arena. October 1st will be a night to remember, marking the dawn of a new era for our sport.”

Amir Khan, CEO of AK Promotions and former unified light-welterweight world champion, said: “I’m thrilled to partner with Balmoral Group Promotions and now Bet9ja to bring world-class boxing to Nigeria. This event on Independence Day will showcase incredible talent and draw eyes from around the world, helping to develop the stars of tomorrow and create lasting legacies for the country.”

As part of the sponsorship, Bet9ja will provide branding visibility across events, exclusive digital content, fan engagement initiatives, and support for grassroots boxing programs to nurture young talent. This collaboration builds on Bet9ja’s growing involvement in combat sports, following its recent ambassadorship with rising heavyweight star Moses Itauma.

The post BET9JA BACK BOXING WITH BALMORAL GROUP PROMOTIONS SPONSORSHIP appeared first on European Gaming Industry News.

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Vixio Releases 2025 Gaming Supplier Survey Highlighting Increasing Regulatory Scrutiny

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Vixio, a leading provider of regulatory intelligence solutions, has released the findings of its 2025 Gaming Supplier Survey, analysing the views of leading executives with gambling suppliers on topics such as artificial intelligence (AI), responsible gaming and technical compliance.

Findings of the Vixio survey are being released today ahead of the Global Gaming Suppliers Seminar being hosted later today in Las Vegas by Vixio and the Association of Gaming Equipment Manufacturers (AGEM), the leading international trade association representing the interests of gaming equipment suppliers.

The Vixio Gaming Supplier Survey reveals that suppliers expect to face increased scrutiny from regulators who are becoming more knowledgeable about suppliers’ impact on the global online gambling ecosystem. This heightened awareness underscores the need for suppliers to implement robust, technology-enabled solutions and establish clear internal frameworks and company policies for compliance.

James Kilsby, Chief Analyst for Vixio, said: “The Gaming Supplier Survey underscores the increased regulatory burdens falling on online gambling suppliers as more European jurisdictions introduce specific B2B licensing regimes and regulators scrutinise how illegal, offshore sites are being supported. In addition, regulation of iGaming is spreading to new parts of the world and suppliers are grappling with an increasingly diverse set of technical compliance rules and other regulatory restrictions, as they seek to capitalise on these exciting growth opportunities.”

The compliance pressure is not just coming from the regulators: 75% of suppliers surveyed agree that operators are increasingly pressuring suppliers to remain compliant as well.

Suppliers Facing Choice Between Regulated and Grey Markets

Industry executives believe that within the next five years, online gambling suppliers will need to make more definitive choices between serving exclusively licensed and regulated markets or those with a more ambiguous legal status.

Latin America and North America were identified as regions poised to offer the most significant commercial growth opportunities for suppliers in the coming years. Additionally, the Africa/Middle-East region, particularly the United Arab Emirates, presents a substantial yet uncertain opportunity.

Technical Compliance Requirements Becoming Increasingly Diverse 

Technical compliance challenges were also highlighted through the survey,  with 90% of respondents agreeing that technical or product compliance requirements are becoming increasingly diverse across regulated markets, and this trend is only likely to accelerate over the next five years. To address these challenges, Vixio has launched a dedicated Technical Compliance Tool, the online gambling industry’s first one-stop solution for navigating technical compliance requirements. It consolidates full coverage of all technical compliance requirements across multiple jurisdictions and covers a comprehensive set of modules for suppliers.

AI Poses an Opportunity, But Not a Magic Bullet

The survey also highlights the transformative potential of AI in the online gambling industry, including potential applications in game design, personalized RG tools and financial reporting.

However, 58% of surveyed executives say the adoption and benefits of AI are expected to be limited by the pace at which regulators and lawmakers understand and address the technology over the next three to five years.

To learn more about Vixio’s supplier research, visit https://www.vixio.com/blog/rising-regulatory-pressure-on-gambling-suppliers-why-technical-compliance-is-becoming-a-hurdle or https://www.vixio.com/research/rising-tide-the-increasing-regulation-of-online-gambling-suppliers

Responses were collected from over 100 executives with leading gambling suppliers worldwide from April to July 2025.

The post Vixio Releases 2025 Gaming Supplier Survey Highlighting Increasing Regulatory Scrutiny appeared first on European Gaming Industry News.

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