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Smartico Develops a Rockstar AI Predictive Tool for CRMs

Published

5 years ago

August 13, 2021

Wladimir P.

Reading Time: 3 minutes

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.

Compliance Updates

European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment

Published

8 minutes ago

June 12, 2026

Wladimir P.

european-standard-on-markers-of-harm-now-published-–-egba-members-commit-to-alignment

The European Gaming and Betting Association (EGBA) welcomes the publication of the European standard on markers of harm in gambling (EN 18144), on 31 May 2026, through the national standardisation bodies of the European Committee for Standardisation (CEN). EGBA and its members support the standard as an important voluntary baseline for identifying risky gambling behaviour, and its members are committed to aligning their player protection frameworks with the standard across Europe.

The standard establishes a strong baseline for consumer protection across Europe, identifying nine core behavioural markers that operators can use to recognise risky gambling patterns before they escalate:

changes in stake volume or frequency.
speed or intensity of play.
deposit frequency, size, or failed deposits.
withdrawals and cancelled withdrawals.
player-initiated contact.
gambling session duration or time-of-day play.
use of multiple products.
net losses or loss trajectories over time.
changes to safety tools such as limits and self-exclusion.

EGBA proposed this initiative to CEN in 2022 and actively participated in its development alongside operators, national authorities, academics, and other harm prevention stakeholders. The resulting standard – the first of its kind in the gambling industry – is grounded in the latest research and received overwhelming approval from national standardisation bodies in October 2025.

EGBA members are already putting the standard into practice in Europe:

• Most members already monitor all nine behavioural indicators, with many having embedded them across all their operations.

• Members apply risk-scoring models to continuously assess player behaviour and flag emerging risk patterns.

• Members are committed to progressive alignment with the standard across all their operations.

“This is an important milestone for player protection in Europe. When widely adopted, this voluntary standard will lead to earlier identification of risky play and, ultimately, better protection for players. Our members are ahead of the curve on implementation – they are already applying many aspects of the standard and are committed to alignment across their European operations. We encourage other operators to adopt the standard and help raise the bar on player protection across Europe,“ said Maarten Haijer, Secretary General of EGBA.

As a voluntary tool, the standard complements existing national regulatory frameworks across Europe. In some jurisdictions, certain markers may not be applicable where they conflict with national law, and implementation will reflect the regulatory realities of each market. EGBA remains committed to supporting its members and the wider industry to drive implementation of the standard across Europe.

The standard (EN 18144) is now available for purchase from national standardisation bodies across Europe.

The post European Standard on Markers of Harm Now Published – EGBA Members Commit to Alignment appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

ELA Games

ELA Games Releases Pinatas Festival World Cup

Published

8 minutes ago

June 12, 2026

Wladimir P.

ela-games-releases-pinatas-festival-world-cup

ELA Games has released its latest slot game, Pinatas Festival World Cup. Featuring an absorbing narrative, this title shows how the studio naturally adapts popular releases for major calendar moments. The game merges the festive, colourful spirit of a carnival with the thrill of international tournament play, offering players a front-row seat to the action.

The original Pinatas Festival became incredibly popular for its bright, contrasting animation and upbeat Mexican street fiesta theme. With the World Cup being hosted across the Americas, giving the title a seasonal evolution felt like the perfect way to celebrate. The studio took the lively street party atmosphere and expanded it, blending the familiar celebration with the energy of a major tournament.

A Striking Visual Upgrade for the World Cup

The World Cup is unrivalled in its sheer size, uniting billions of fans worldwide and dominating sporting conversation. Releasing the game in the build-up to the big matches gives players the perfect way to embrace the football spirit, tapping into that worldwide anticipation. To match the prestige and scale of the world’s biggest sporting competition, Pinatas Festival World Cup introduces major artistic upgrades crafted specifically for the tournament. The studio has meticulously refined the graphics to deliver a sharp, radiant experience that pops on every spin.

The visual updates feature an extensive cast of characters, each brought to life to represent the passion of the fans. These characters have been outfitted in updated costumes with smoothly integrated, enlarged national flag logos to be perfectly on brand with the atmosphere of the tournament. This attention to detail brings the football energy straight to the screen, allowing players to feel the pride of the games as the action unfolds.

Capturing the Global Energy

Creating an authentic sports-themed title demands a complete understanding of the atmosphere that makes these tournaments so memorable. The development team focused intently on translating the roar and anticipation of a stadium crowd into an all-encompassing entertainment experience.

Marharyta Yerina, Managing Director at ELA Games, said: “Our entire design for Pinatas Festival World Cup completely revolves around capturing the global energy of the tournament. We poured the excitement of the stadium and the passion of the fans into the atmosphere, creating a space that feels like a worldwide celebration of the sport. It is an excellent opportunity to design a World Cup-themed game for our loyal players, making this project particularly enjoyable for our entire team. We really wanted to convey the immense size and feel of the tournament in slot form.”

The post ELA Games Releases Pinatas Festival World Cup appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Arnold

Arnold Ash sponsors Arthurian League’s 2026 US Tour

Published

8 minutes ago

June 12, 2026

GamingAmericas.com

arnold-ash-sponsors-arthurian-league’s-2026-us-tour

Arnold Ash, the executive recruitment and advisory specialist, has become sponsor of the Arthurian League’s US Tour, culminating in the inaugural Transatlantic Cup – a prestigious fixture between title-winning English and American amateur sides.

Marking 250 years of US independence, the game is scheduled during the 2026 World Cup, taking place on Friday 26 June in Philadelphia, the birthplace of American independence.

US amateur champions West Chester United SC are holders of the 2025 US Adult Soccer Association (USASA) National Amateur Cup. They will host a side representing England’s Arthurian League, which won the 2024 FA Inter-League Cup and features some of the oldest football clubs ever, including former FA Cup winners Old Etonians and Old Carthusians.

Arnold Ash’s logo will appear on the front of the Arthurian side’s white and red England kit. As the team’s headline partner the deal covers the travelling squad’s full 12-day tour with additional matches against New York Athletic Club and Boston Bolts.

The multi award-winning executive recruitment and advisory firm will also benefit from in-stadium branding at the ticketed match at Drexel University’s Vidal Athletic Complex, as well as on the historic event’s online and social channels.

The sponsorship builds on a relationship that saw Arnold Ash sponsor the Arthurian League representative team at the UEFA Regions Cup 2024. Its commitment to grassroots sport and emerging talent has seen the company support a number of charities, including Gloves and Doves, which helps promote unity and coexistence in Israel and the Middle East through the sport of boxing, and sponsor and support rising star boxer ‘Razor Ali’, an Iranian refugee based in London.

Jon Arnold, CEO at Arnold Ash, said: “Arnold Ash has been a proud sponsor of the Arthurian League representative sides at major events before, but it doesn’t get any bigger than this. The team is hugely talented, made up of the top amateur players England has to offer and – as the best-of-the-best – reflect the Arnold Ash core principles of quality, experience and consistency.

“The World Cup is now underway, but for the next five weeks, the Transatlantic Cup is where the real action is at! We wish both England teams the best of luck stateside!”

Billy Jenkins, Manager of the Arthurian League representative team, said: “Arnold Ash’s sponsorship is hugely valuable to our team, and we are incredibly grateful for their continued backing of grassroots football.

“We are honoured to participate in the first-ever Transatlantic Cup and just like England’s professional team hope to be lifting prestigious silverware on US soil in the coming weeks.”

The Transatlantic Cup takes place at 7.30pm on Friday 26 June, 2026 at Drexel University, Philadelphia. Tickets cost $15 and are available at www.wcp.flicket.io.

The post Arnold Ash sponsors Arthurian League’s 2026 US Tour appeared first on Americas iGaming & Sports Betting News.