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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.

Advisory

Brazilian Amilton Noble announced as Advisory Partner at Betshield

Published

43 minutes ago

February 24, 2026

GamingAmericas.com

brazilian-amilton-noble-announced-as-advisory-partner-at-betshield

Betshield has announced the arrival of Amilton Noble as Advisory Partner.

The executive joins the company’s strategic core at a time of increased operational demands for licensed operators in the Brazilian betting market.

The move comes alongside a significant shift in how the sector is being evaluated.

Beyond regulatory compliance, recent court decisions have begun to consider not only the existence of formal user-protection policies, but also the platforms’ ability to demonstrate continuous monitoring and preventive action in response to risky behavior.

The evolution toward the “Trust & Protection” concept

Recognized for its pioneering role in Responsible Gaming technology, Betshield is following this evolution by expanding its presence within iGaming operations.

The company is structuring its proposition as a permanent layer of operational trust and protection, incorporating:

Risk management
Internal controls
Ability to demonstrate due diligence

Leadership and experience

Amilton Noble has a consolidated career in the gaming, lottery and iGaming industries.

As Advisory Partner, he will contribute to the company’s institutional positioning and to the consolidation of more structured operational practices in the regulated environment.

According to Noble, the sector is entering a new stage of maturity:

“Market maturity depends on the ability to demonstrate diligence. This is no longer just a licensing discussion, but one of operational responsibility.

Operators will need to present evidence of monitoring and preventive action. Technology becomes part of the company’s own protection.”

A new market positioning

Thiago Iusim, founder and CEO of Betshield, states that the moment represents an evolution in positioning:

“Responsible Gaming has always been our starting point. But we quickly realized it was necessary to go beyond isolated functionality.

The market began to require the ability to demonstrate operational diligence. We structured the Trust & Protection concept: a permanent layer between operator, regulator and user.”

Betshield’s technology performs continuous behavioral monitoring, identifies risk patterns, and generates a documented history of preventive actions.

The platform has also incorporated an anti-money laundering (AML) module, expanding the scope of protection.

Recently, Betshield also announced a strategic partnership with CGS Events, placing player protection as a central theme of the 2026 events agenda.

Who is Amilton Noble

With more than 30 years of experience in gaming, betting, and lotteries, Amilton Noble has built a career closely tied to product design, operational models, and distribution strategies within the Brazilian lottery sector.

He began his career at the Brazilian Jockey Club, where he served as National Betting Manager and oversaw pari-mutuel horse-racing wagering operations.

Starting in 2001, at Hebara, he led the commercial area of Raspadinha do Rio and was responsible for developing products that became market benchmarks.

He also works as a strategic consultant for national and international gaming, iGaming, and lottery companies, focusing on regulation, payout structure, and the economic sustainability of operating models.

His work combines practical experience, critical analysis, and direct involvement in the sector’s evolution.

The post Brazilian Amilton Noble announced as Advisory Partner at Betshield appeared first on Americas iGaming & Sports Betting News.

Cheltenham Festival

Richard Johnson and Hayley Moore to join Press Box PR’s Cheltenham Festival preview event in Gibraltar

Published

3 hours ago

February 24, 2026

Wladimir P.

richard-johnson-and-hayley-moore-to-join-press-box-pr’s-cheltenham-festival-preview-event-in-gibraltar

Two-time Gold Cup-winning jockey Richard Johnson and Sky Sports Racing presenter Hayley Moore will headline a Cheltenham Festival Preview evening hosted by Press Box PR in Gibraltar next month.

Taking place on Thursday, March 5, at Ivy Sports Bar & American Grill in Ocean Village, the event will bring together professionals from across the gambling and racing industries for an exclusive preview of the Cheltenham Festival 2026, which begins on March 10.

Johnson, widely regarded as one of the most accomplished jump jockeys of his era, will share expert insight into the key races, leading contenders, and the demands of competing on racing’s biggest stage. He will be joined by Moore, who will offer analysis of the major storylines, form trends, and narratives shaping this year’s Festival.

The evening will be hosted by racing presenter and writer Kitty Waddell, who will moderate the discussion and lead a live audience Q&A with the panel.

Guests attending the event can expect:

• Detailed previews and tips for the Festival’s headline races
• Behind-the-scenes insights from Johnson’s career at the top level of jump racing
• Expert commentary from Moore on form, trends, and key contenders
• A live Q&A session with the panel
• Networking opportunities alongside complimentary food and drinks

Attendees will also have the chance to win prizes during the evening.

With offices in London and Manchester, Press Box PR — winner at the European iGaming Awards 2026 — is a PR agency specialising in securing media coverage across iGaming, sport, consumer, finance, hospitality, and catering sectors. The agency also supports brands in achieving visibility within AI citations and LLM-driven recommendations.

Jack Mansell, Managing Director of Sport at Press Box PR, said:
“The Cheltenham Festival is the highlight of the jump racing calendar and a huge moment for many of the brands we work with across betting and gaming. We wanted to create an event that gives industry colleagues genuine insight from people who have competed at – and covered – the very highest level of the sport.

“Richard and Hayley bring an incredible depth of knowledge and experience, and we’re looking forward to welcoming clients, partners and friends of the industry for what should be an entertaining and informative evening in Gibraltar.”

The Cheltenham Festival Preview will run from 7pm to 10pm on Thursday, March 5, at Ivy Sports Bar & American Grill, Ocean Village, Gibraltar.

Industry professionals wishing to attend are invited to RSVP to [email protected] by Monday, March 2. Guests are asked to confirm numbers and share any dietary requirements when responding. Places are limited and will be allocated on a first-come, first-served basis.

The post Richard Johnson and Hayley Moore to join Press Box PR’s Cheltenham Festival preview event in Gibraltar appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Audio Description

Brøndby IF Launches Permanent Audio Description Service for Fans Inside and Outside the Stadium

Published

3 hours ago

February 24, 2026

Wladimir P.

brondby-if-launches-permanent-audio-description-service-for-fans-inside-and-outside-the-stadium

Last night’s clash between Brøndby IF and Sønderjyske in the 3F Superliga became the first match delivered through the club’s new permanent audio description service, designed for fans both in the stadium and at home. Developed in close partnership with the Danish Association of the Blind and main partner Betano, the initiative enables supporters with visual impairments to follow matches more fully from the stands or their living rooms.

Brøndby IF is now the first club in Denmark and across the Nordic region to introduce a permanent audio description service for every home fixture. Available via radio.brondby.com, the service provides real-time spoken narration of on-pitch action, player movement, atmosphere, and key visual moments. A specially trained commentator delivers detailed descriptions to help visually impaired fans experience matches more completely.

Thomas Skov, Marketing Director and Head of Fan Experience at Brøndby IF, said:
“Brøndby IF is a unique community that must be accessible to everyone. Therefore, we must open as many doors as possible into that community. With permanent audio description both at the stadium and for those listening from home, we are taking a very concrete step to make the matchday experience at our home games even more inclusive. As a Brøndby IF fan, you should feel welcome and part of the club’s community no matter what. As a club, we have a strong responsibility to remove barriers that may stand in the way.”

Partnerships in Action

To mark the launch, members of the Danish Association of the Blind attended the home fixture against Sønderjyske, with the initiative receiving strong recognition from the organisation.

Diana Stentoft, National Chair of the Danish Association of the Blind, commented:
“Audio description is about equal access to the community, and it means that even more people can experience football – including those who cannot follow the game visually. Audio description makes a significant difference for blind and visually impaired people, as they are no longer dependent on random radio excerpts or constantly asking others what is happening on the pitch. We are therefore pleased that Brøndby IF is offering audio description at its home matches and thereby improving the opportunity for blind and severely visually impaired fans to follow the club’s games.”

Alongside the Danish Association of the Blind, Betano played a central role in supporting and developing the permanent service. The launch represents the first step in a broader ambition shared by Brøndby IF and Betano to reduce accessibility barriers in football.

Kresten Hougaard, Country Manager for Betano in Denmark, said:
“Inclusion is a key priority for Betano, as we strongly believe that everyone should have equal opportunities to enjoy the game. As the main partner of Brøndby IF, it is important for us to turn our commitments into action. We are proud to have participated in the development of a service that gives fans with visual impairments better access to the full football experience.”

Benefiting All Fans — Beyond the Stadium

The solution at Brøndby Stadium is the first permanent system of its kind in the Nordic region and can be accessed from anywhere.

At the stadium, fans can listen live via their smartphones and headphones through radio.brondby.com. At home, the same commentary can be synchronised with live TV broadcasts, allowing supporters to follow the match in real time from anywhere.

Thomas Skov added:
“The reach of Brøndby IF’s new audio description service extends beyond people with visual impairments. Fans who, for various reasons, are unable to attend the stadium can now follow the match on the go or from home and thereby be part of the club’s community.”

The software powering the service is provided by German technology company Mycrocast, which delivers similar solutions to clubs in the Bundesliga and Ajax Amsterdam.

Lead audio description commentator Selver Elezovic will front coverage of Brøndby IF’s matches. He previously provided commentary for Danish fixtures, including at EURO 2024, and will be joined at Brøndby’s home games by former player Joel Kabongo.

The post Brøndby IF Launches Permanent Audio Description Service for Fans Inside and Outside the Stadium appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.