Adam Lewis Chief Executive Officer at AxiumAI

AxiumAI taps ex-Entain leader Claire Painting to lead customer experience as CXO

Published

3 hours ago

March 2, 2026

axiumai-taps-ex-entain-leader-claire-painting-to-lead-customer-experience-as-cxo

Extensively experienced Painting collaborates to develop experience strategy as AI revolutionizes sportsbook interaction.

AxiumAI, a frontrunner in AI-powered autonomous player engagement, has announced the appointment of Claire Painting as Chief Experience Officer (CXO), enhancing the company’s leadership team as operators transition to AI-enhanced player engagement.

Recognised for uniting marketing, product, UX, and technology teams to create seamless, consumer-focused experiences at scale, Painting will play a key role in aiding AxiumAI’s ongoing growth and future vision as the provider enhances its AI-driven engagement platform for global operators.

Painting brings over 20 years of experience in the international sports betting and gaming sector to AxiumAI. Most recently, she worked as the Director of Player Experience at Entain, where she managed a worldwide cross-functional team of more than 100 experts located in the UK, Gibraltar, Vienna, Hyderabad, and Manila.

While at Entain, she defined and executed the player experience strategy for the operator group’s global range of brands. This encompassed supervision of essential processes like registration, payments, account management, compliance, promotions, and gamification, along with the creation of worldwide UX/UI design systems and frameworks for measuring customer experience.

The appointment strengthens AxiumAI’s leadership as the company enhances its autonomous player engagement abilities and aids operators in providing real-time, personalized 1:1 player experiences.

Claire Painting, Chief Experience Officer at AxiumAI, said: “The future of player experience will be defined by technology that understands context, adapts in real-time and delivers meaningful interaction at scale. AxiumAI is building that capability, and I am excited to help shape autonomous engagement that will inspire players and drive step-change growth for operators.”

Adam Lewis, Chief Executive Officer at AxiumAI, added: “Claire brings exceptional expertise in player engagement across marketing, product and customer experience. Combined with her ability to connect teams and technology around the player, she is uniquely positioned to lead this area at AxiumAI. She will play a key role as we continue to build intelligent, customer-led solutions for operators globally.”

The post AxiumAI taps ex-Entain leader Claire Painting to lead customer experience as CXO appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Adam Lewis Chief Executive Officer at AxiumAI

AxiumAI debuts automated player engagement system boosting transactions 10%

Published

2 months ago

January 12, 2026

Wladimir P.

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Verso, a proprietary engagement engine, crafted to provide large-scale, dynamic, and personalized player interaction.

AxiumAI, a pioneer in AI-powered autonomous player interaction, is transforming how sportsbooks connect with consumers in real time to enhance engagement and spending through the introduction of its advanced AI engagement solution, Verso.

Designed specifically for the speed and simultaneity of live sports, Verso’s dynamic content engine fuels both pre-match and in-play interaction via various player touchpoints, resulting in a 10% increase in bets and revenue for its sportsbook clients.

Verso combines significant live match moments, metadata, and AxiumAI’s exclusive insights to autonomously generate captivating engagement stories and offers that boost confidence, expand options, and stimulate transactions.

Verso integrates real-time match comprehension with individual player behavioral insights. Its context-sensitive engine constantly assesses game dynamics and personal preferences to identify the best proposal at any given time. This is different from static, template-based systems that cannot respond to developing events and match proposals with the actual “peak moments” of a game.

Verso aims to assist operators and enhance activity by facilitating pre-match preparations, in-play interaction, halftime opportunities, and post-bet processes without adding to operational complexity, thereby unlocking greater value during significant sporting events like the 2026 FIFA World Cup.

AxiumAI demonstrates how applied AI can translate directly into material operational and revenue benefits. By delivering clear, insight-led narratives and individualised propositions at decisive moments, the platform enables intelligent interaction wherever customers engage.

Examples of these compelling and dynamic in-play narratives include:

0-0 Super-sub Henrique’s on!
46 mins – Flamengo bring on Bruno Henrique who’s scored twice in his last 3 matches – Fancy him to break the deadlock against Bragantino? Henrique to score next @ 4.28
Bayern scores a 3rd – Munich goal-fest?

48mins and Bayern make it 0-3 against Augsburg. They scored 6 against Leipzig last weekend – Another rout on the cards? 4.5+ goals @ 3/1

Adam Lewis, Chief Executive Officer at AxiumAI, said: “Deploying Verso enables operators to finally deliver context-aware, personalised engagement at scale, driving incremental stakes, bets, and NGR. Contribution also rises materially, as Verso replaces bonus spend with intelligence, helping our clients thrive in an increasingly challenging regulatory and tax environment.

“Our proprietary technology is leading the industry into a new era of context-aware, intelligent UX, with its dynamic ability to produce informed, data-driven engagement and propositions at every relevant touchpoint.”

Verso by AxiumAI is fueled by an internal database containing over 20 billion football statistics related to players, coaches, teams, and games. It offers support for over 30 languages and includes 500,000 matches from 137 countries and over 800 leagues.

The engine’s integration system guarantees fast onboarding and is built as a plug-and-play setup, enabling operators to initiate personalized engagement swiftly and effectively.

The post AxiumAI debuts automated player engagement system boosting transactions 10% appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.