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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?

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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:

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  • 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.

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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:

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  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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Arizona Department of Gaming and Arizona Lottery Announce Proclamation Recognizing September 2025 as Responsible Gaming Education Month

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State agencies join forces to raise awareness, promote prevention, and provide tools for safe and responsible play.

The Arizona Department of Gaming (ADG) and the Arizona Lottery are proud to announce a joint effort in support of a new Proclamation recognizing September 2025 as Responsible Gaming Education Month in Arizona.

Responsible gaming is about ensuring that individuals who choose to play have the tools, resources, and knowledge they need to make informed decisions and enjoy gaming as a form of entertainment. While problem gambling initiatives focus on helping those already experiencing harm from gambling, responsible gaming emphasizes prevention by encouraging healthy play behaviors before they reach a critical point.

Throughout September, and continuing in the months ahead, the ADG and Arizona Lottery will work together to strengthen education and awareness initiatives. The goal is to equip players with strategies and resources that help them keep gaming fun and safe, while helping reduce the risks associated with problem gambling.

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“For over 30 years, the Arizona Department of Gaming has safeguarded the integrity of gaming through strong consumer protections, enforcement against illegal operators, and support services for those impacted by problem gambling,” said Jackie Johnson, Arizona Department of Gaming Agency Director. “During Responsible Gaming Education Month, we remind everyone that part of playing responsibly is being informed—always double-check before you place your bet to ensure you are using a legal, regulated operator at gaming.az.gov/checkyourbet.”

The Arizona Lottery also remains steadfast in its commitment to responsible play and has a Level 2 certification with the World Lottery Association for responsible gaming. Lottery games benefit the people of Arizona by generating critical revenue that funds education, healthcare, environmental conservation, and economic development. At the same time, the Lottery prioritizes the well-being of its players. Each ticket includes clear odds of winning, vending machines display game odds, and the 1-800-NEXT-STEP helpline is featured across Lottery products and advertising.

“We are proud to deliver entertainment that benefits communities across our state, while recognizing our responsibility to promote safe play,” said Alec Thomson, Arizona Lottery Executive Director. “Through transparency and awareness, we want every player to have the tools they need to make informed decisions and enjoy the Lottery responsibly.”

As Arizona observes Responsible Gaming Education Month, ADG and the Arizona Lottery encourage all players to stay informed, know their limits, and seek help if needed. Together, we can ensure that gaming remains a source of entertainment that strengthens, rather than harms, Arizona communities.

For more information and resources, visit gaming.az.gov/ResponsibleGaming or ArizonaLottery.com/ResponsibleGaming. If you or someone you know may be struggling with problem gambling, call or text 1-800-NEXT-STEP for confidential support available 24/7.

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The post Arizona Department of Gaming and Arizona Lottery Announce Proclamation Recognizing September 2025 as Responsible Gaming Education Month appeared first on Gaming and Gambling Industry in the Americas.

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absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

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Internet Gaming Operator by the Alcohol and Gaming Commission of Ontario (AGCO).

This significant milestone authorizes absolutebet to offer regulated iGaming services in Ontario’s legal market under the oversight of AGCO and iGaming Ontario (iGO).

The registration marks a key step in absolutebet’s mission to bring a trusted, responsible, and innovative online casino experience to Ontario players. absolutebet is committed to operating with integrity and transparency, meeting all provincial standards for player protection, responsible gambling, anti-money laundering, and game integrity.

Securing AGCO registration is more than a milestoneit’s the start of absolutebet’s journey in one of the most exciting regulated markets in the world,” said Chen Truman, Founder of absolutebet. “We are building a brand that will grow with the Ontario community and set the stage for future expansion.”

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On the regulatory milestone, Krisztina Kalla, Legal & Regulatory Compliance Advisor of absolutebet, commented: “I’m incredibly proud to see all the hard work behind this license pay off. Securing AGCO registration has taken months of preparation and close collaboration with regulators and partners. I am very happy to see the result of that work, and even more excited as we move into the launch phase and open up the absolutebet community to Ontario players in a fun and responsible way.”

Ontario is recognized as one of the most competitive and fast-growing regulated iGaming markets in North America. With AGCO registration secured, absolutebet will move forward with the final stages of its iGO onboarding process in preparation for launch.

 

The post absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario appeared first on Gaming and Gambling Industry in the Americas.

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VeliTech Appoints Mats Lundin as Chief Sales Officer

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Seasoned iGaming executive brings decade of commercial expertise to drive B2B growth

VeliTech, the B2B technology division of Veli Group, today announced the appointment of Mats Lundin as Chief Sales Officer (CSO). Lundin brings over 10 years of commercial leadership experience across the iGaming sector to accelerate VeliTech expansion as operators worldwide seek battle-tested platform solutions.

In his new role, Lundin will spearhead VeliTech global sales strategy, focusing on delivering the company’s comprehensive suite of iGaming solutions to operators seeking proven technology backed by real-world performance. His appointment reinforces VeliTech commitment to partnering with operators who demand more than promises – they want technology that is already winning in the market.

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“Mats embodies the kind of proven expertise that our operator partners expect,” said Giorgi Aleksidze, CEO at VeliTech.

“His track record of building meaningful relationships and driving revenue growth aligns perfectly with our approach of backing our technology with real results. When we say we bet on our tech, we need leaders who understand what that means in practice.”

Lundin joins VeliTech from Vegangster, where he served as Sales Manager. His career spans key roles including Director of Sales and Chief Commercial Officer at Gaming Corps, Head of Sales at iSoftBet, and various commercial positions where he consistently delivered revenue growth and market expansion

“What drew me to VeliTech is their unique position in the market,” said Lundin.

“This is not just another platform provider making bold claims – this is a team that operates their own gaming brands and proves their technology works where it matters most. That combination of technical excellence and real-world validation creates compelling value for operators.”

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Throughout his career, Lundin has specialised in provider and operator relationship management, regulatory navigation, and market analysis. His expertise spans both B2B and B2C sectors, with a proven ability to identify growth opportunities and translate them into sustainable commercial success.

The VeliTech platforms cover all critical aspects of iGaming, including player account management, no-code CRM, payment gateway, content aggregation, and game development. The appointment of Lundin as CSO comes as the company continues expanding its presence across regulated markets, from European casinos to emerging African markets.

The post VeliTech Appoints Mats Lundin as Chief Sales Officer appeared first on European Gaming Industry News.

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