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Shaping the Future: BETBY’s Strategic Focus on AI

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Danil Emelyanov, Head of BETBY’s AI Labs, on how the provider is leveraging artificial intelligence to offer unique special markets, ever more bridging the worlds of sports betting and entertainment.

How transformative has AI been for the sports betting industry?

AI has revolutionized the sports betting industry by driving operational efficiency and user engagement to new heights. It’s no longer a luxury but a necessity for operators aiming to stay competitive. Sports betting thrives on data, and AI excels at processing vast datasets. This capability allows sportsbooks to enhance traditional models with previously unattainable insights, streamlining operations and delivering personalized betting experiences to users.

AI has also reduced the reliance on manual intervention by increasingly automating processes, enabling departments, such as trading teams, to focus on strategic objectives. However, AI doesn’t replace human oversight—it augments it. For example, traditional math models depend on static statistics, whereas AI incorporates dynamic information to improve accuracy. At BETBY, this understanding drove us to last year launch AI Labs—a comprehensive suite of cutting-edge tools designed to meet the evolving needs of operators and players alike. AI is not just a feature for us; it’s a cornerstone of our strategy.

What was the vision behind AI Labs?

AI Labs emerged from a clear gap in the market. Operators often rely on fragmented tools for churn and LTV prediction, risk management, personalization, and business intelligence, but BETBY saw an opportunity to create a unified solution addressing all these needs under one roof. Our vision was to build a comprehensive suite of tools that integrates seamlessly into our platform, empowering operators to achieve operational excellence while enhancing player engagement.

Since its inception, AI Labs has undergone continuous enhancements, reflecting our dedication to staying ahead of market demands. Nonetheless its core areas of focus have remained steadfast in enhancing aspects related to odds creation, risk management, the overall betting experience, and operational efficiency.

Among its standout and most recent features is the Betting Tips API, which provides data-driven, personalized betting advice to players, with the tips themselves delivered in as much as 18 languages thus greatly improving the usability of the feature from a geolocalised point of view. This tool not only enriches the player experience but also drives significant increases in conversion rates and engagement by enabling more informed betting decisions. Notably, 10% of soccer users on the BETBY partner network are already actively leveraging this feature.

Another example of AI Labs’ impact is its top-section recommendations, which have demonstrated remarkable results, driving a more than 60% growth in bets in markets such as Japan. By presenting players with highly relevant betting options based on their preferences and behavior, this feature keeps users engaged while streamlining their decision-making process, ultimately creating a more enjoyable and tailored betting experience.

Such innovations are reshaping sports betting into an engaging and dynamic form of entertainment, creating a more immersive experience—akin to the personalization seen on platforms like Netflix or Spotify. By tailoring offerings to a diverse spectrum of user preferences, AI Labs enriches the player journey while simultaneously delivering measurable success and competitive advantages for operators.

What differentiates BETBY’s AI tools from others in the market?

The most significant differentiator is real-time capability. Many AI solutions process data with delays, but BETBY’s technology analyzes and acts on information instantly. In a fast-paced industry like sports betting, this real-time responsiveness is a game-changer. For instance, if our model detects a potential churn risk or flags suspicious activity, we can act immediately—whether by offering a free bet to retain a player or limiting stakes to manage risk.

Besides that, being fully integrated within the BETBY ecosystem provides our clients with unparalleled advantages. Unlike third-party solutions that often require operators to share limited datasets with external providers—raising legitimate security concerns—our system leverages direct access to all BETBY data. This ensures comprehensive coverage and real-time updates, eliminating inefficiencies associated with external data processing. For instance, when users place bets, our system adapts instantaneously, refining models and delivering insights without delay.

This is particularly valuable for operators entering new and unfamiliar markets. If a sportsbook launches in a region like India, our AI already possesses the localized insights necessary to optimize recommendations and understand player behaviors. This seamless integration empowers operators to make data-driven decisions, ensuring their platforms resonate with local audiences while maintaining operational efficiency.

Apart from this, our extensive market expertise provides us with a significant competitive edge. Our risk management team, recognized as one of the best in the industry, brings deep, specialized knowledge that directly informs the development of our AI models. This level of expertise is exceptionally rare and difficult to replicate. For any company attempting to build an in-house risk management system from scratch, acquiring such domain knowledge would require immense effort and resources. At BETBY, we are fortunate to have direct access to this invaluable expertise, enabling us to deliver robust, reliable, and innovative solutions.

How does BETBY plan to continue innovating in AI?

Innovation drives everything we do at BETBY. At the upcoming ICE Barcelona, we’ll unveil an industry-first AI-based feed—a groundbreaking product that generates odds for unique markets which are directly linked to the entertainment landscape. This marks the next phase for AI Labs, transforming AI into a dynamic tool that bridges the gap between traditional sports bettors and casino-style players by offering unique content that transforms the sports betting industry into entertainment.

This shift to entertainment-focused betting reflects broader industry trends, with users demanding novel and engaging options. By introducing unconventional markets, we’re not just responding to trends—we’re setting them. AI Labs gives operators the flexibility to adapt to evolving market demands while pushing the boundaries of what’s possible in sports betting.

What can we expect from the future of AI in sports betting?

The future of AI in sports betting is twofold: increasing automation and personalized engagement. AI will become even more autonomous, reducing manual intervention and enabling operators to focus on strategic growth. For instance, we envision AI handling tasks like market settlement, with traders overseeing only high-stakes or complex cases.

Another area of focus is real-time personalization. By tailoring every aspect of the player journey—such as recommended bets, banners, and combo suggestions—AI can create deeply engaging experiences. This will not only enhance user satisfaction but also increase bet values and loyalty.

When it comes to risk management, dynamic player profiling will become the norm. Each bet will refine a player’s risk profile in real time, providing operators with actionable insights for better decision-making. Over time, AI’s capabilities will expand, offering growing automated assessments for specific segments of players.

Ultimately, BETBY’s vision for AI is to empower operators, enhance player experiences, and redefine sports betting as the new facet of entertainment. Through continuous innovation and a commitment to excellence, we’re not just keeping pace with the industry; we’re shaping its future.

The post Shaping the Future: BETBY’s Strategic Focus on AI appeared first on European Gaming Industry News.

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DreamPlay consolidates its status as a global player in the iGaming industry and opens an office and campus in Cyprus

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DreamPlay’s ambitions go far beyond simple game development. With a new office in Limassol, the international iGaming solutions provider is expanding its presence in Europe and laying the foundations for a new philosophy of the iGaming business.

The location in Limassol was not chosen by chance – Cyprus has long become the European center of iGaming. It is here that key market players, large operators and financial structures supporting the industry are concentrated. And the high concentration of technology and talented developers allows DreamPlay to form its own ecosystem of talent.

If in the 2010s Cyprus became a hub for classic iGaming operators, today it is a point of attraction for technology companies that are betting on metaverses and the integration of games into a wider digital ecosystem. DreamPlay is one of those shaping this trend.

Google-style campus for game development talents

The DreamPlay office and campus in Limassol are part of the company’s international network of corporate campuses. Similar hubs already operate in Thailand, Bali, Peru, the UAE and Poland. They offer employees comfortable working conditions and the ability to move between locations, accommodation, meals, legal support for stays in different countries. And all this is at the expense of the company. -And the flexible work format and 4-day work week in the company helps DreamPlay talents maintain a healthy work-life balance. It’s all about well-established business processes and taking care of the team.

It’s nice to know that you can come to the country, and there is a Dream Campus where friends, like-minded people and someone who can simply take care of you are waiting for you. They will meet you at the airport, give you a tour, accompany you on medical or legal issues. It’s all part of the team.

“iGaming is an industry of emotions. Therefore, the people who create it should work where they feel best. Therefore, in our campuses we create an environment where the team can feel maximum freedom for creativity, focus on creating new breakthrough products. And not be distracted by everyday issues. And we are sure that this gives us a strategic advantage, because we are sure that our employees have received better conditions than their colleagues in other companies. Comfort, flexibility and freedom are part of our global philosophy of DreamPlay,” shares DreamPlay CEO Alex Tkach.

 

What does this mean for the market?

Opening a DreamPlay office in Cyprus is a wise decision, as the company is preparing to enter new markets and partner with the largest iGaming players. It is also a signal to the entire market that the company is moving into the league of global players who dictate trends, rather than following them.

If today Cyprus is another platform for international expansion, then tomorrow DreamPlay may turn into one of the first technology companies in iGaming, operating on the principle of large IT holdings.

And this is where the main intrigue lies: will DreamPlay become the one who fundamentally rethinks the very nature of the industry?

The post DreamPlay consolidates its status as a global player in the iGaming industry and opens an office and campus in Cyprus appeared first on European Gaming Industry News.

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International Game Technology PLC

IGT Wheel of Fortune Video Poker Makes Global Debut at Downtown Grand Hotel & Casino in Las Vegas

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International Game Technology PLC announced that it recently introduced its much-anticipated Wheel of Fortune Video Poker game in the world’s most prolific video poker market: Las Vegas, Nev. Guests of Downtown Grand Hotel & Casino (Downtown Grand) in Downtown Las Vegas became the first players in the world to enjoy legendary IGT multi-hand video poker paired with the puzzle-solving, wheel-spinning fun of Wheel of Fortune via IGT’s Wheel of Fortune Video Poker game.

“Becoming the first casino in the world to offer IGT’s Wheel of Fortune Video Poker was an exciting moment for Downtown Grand and one that generated palpable buzz and significant play on our gaming floor. For decades, our players have enjoyed IGT video poker and Wheel of Fortune slots, so combining the DNA of those two products to create something new is an exciting proposition for our players,” said Rick Coltor, Slots Manager at the Downtown Grand Las Vegas.

“Launching IGT Wheel of Fortune Video Poker in Las Vegas, the world’s largest video poker market, marked another important milestone in the rollout of our expanded Wheel of Fortune games portfolio. Our Wheel of Fortune Video Poker game delivers an ideal blend of proven multi-hand poker, jackpot excitement and the signature elements of Wheel of Fortune games that have propelled the theme’s success for more than 25 years,” said Nick Khin, IGT President, Global Gaming.

IGT’s Wheel of Fortune Video Poker is currently available on the CrystalCurve cabinet. Wheel of Fortune Video Poker incorporates the franchise’s famous puzzle-solving features and the iconic “Wheel Bonus” that has had players chanting “WHEEL-OF-FORTUNE!” for decades. The multi-hand poker game is available in triple-play, five-play and ten-play configurations and can award players 30,000, 50,000 or 100,000 credits, respectively, for a dealt royal flush.

The post IGT Wheel of Fortune Video Poker Makes Global Debut at Downtown Grand Hotel & Casino in Las Vegas appeared first on Gaming and Gambling Industry in the Americas.

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Frank Arthofer

MLB Players Sign Licensing Agreement with PENN Entertainment

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MLB Players Inc., a commercial affiliate of the Major League Baseball Players Association, and OneTeam Partners announced they’ve reached a licensing agreement with PENN Entertainment.

The agreement designates PENN’s sports betting platforms – ESPN BET in the U.S. and theScore BET in Canada – as Officially Licensed Sportsbooks of MLBPI.

PENN now has the rights to use MLB player names, images and likenesses on its sports betting platforms, marketing assets and promotional campaigns.

The deal also includes PENN’s retail sportsbook operations (32 retail sportsbooks at its casino properties, including 19 under the ESPN BET brand).

Last fall, FanDuel and MLBPI reached a similar licensing agreement after the MLB players’ union sued FanDuel and Underdog Fantasy in New York Supreme Court, accusing them of using the names and likeness of ballplayers on their players without permission.

”As baseball season gets underway, we’re excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product. Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season,” said Jason Birney, Vice President of Operations at PENN Interactive.

OneTeam Partners specializes in commercializing group licensing rights for professional athlates, and is a joint venture between the NFL Players Association, MLB Players Association, Women’s National Basketball Players Association, MLS Players Association, and U.S. Women’s National Team Players Association.

“By integrating MLB player rights into PENN Entertainment’s platforms, this partnership brings fans closer to the game while unlocking new business opportunities in sports betting. It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution,” said Frank Arthofer, President of OneTeam Partners.

The post MLB Players Sign Licensing Agreement with PENN Entertainment appeared first on Gaming and Gambling Industry in the Americas.

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