SharpLink Gaming announced that SaharaBets will be the first U.S. sports betting operator to begin integration of SharpLink’s innovative new C4 BetSense technology into its online betting platform.

C4 BetSense was pioneered by SharpLink CTO Dave Abbott, the prime innovator behind what became the largest U.S. real-time data supplier of betting markets. Since joining SharpLink in late 2022, Abbott has assembled an A-team of data scientists, engineers and developers to design a workflow solution that seamlessly delivers personalized bet recommendations to a sports bettor through an operator’s platform.

Andrew Patterson, President of SaharaBets, said: “We are excited to work with SharpLink and the team to provide SaharaBets’ customers with the best experience. Integrating C4 BetSense into our system allows SaharaBets to serve sports bettors with a highly personalized online betting experience.”

By leveraging player data, betting markets and other key data points, C4 BetSense captures individual behavioral insight into each player and then serves personalized content and offers through the easy-to-use C4 BetSense API plug-in. Instead of each bettor seeing essentially the exact same menu of betting opportunities, personalized betting markets and offers are provided by the operator. SharpLink and SaharaBets will commence testing C4 BetSense beginning with the 2023/2024 NFL season and running through March Madness in 2024.

“We believe there is a very big lift possible for sportsbook operators with C4 BetSense integration, helping to convert a much greater number of sports fans into sports bettors and yielding a material increase in betting handle due to smarter bet recommendations and ‘call to action’ offers that distinctly resonate with and motivate each individual player to place wagers. In fact, early analysis of our prototype system indicates the potential lift could be as high as 20% — and perhaps even higher,” Rob Phythian, Co-Founder and Chief Executive Officer of SharpLink, said.

“Optimizing our tech solutions and expertise in fan engagement and sports betting conversions to drive profitable growth are among SharpLink’s core KPIs that we are striving to achieve. This new partnership with SaharaBets marks a key inflexion in our development process and one that we expect will attract other operators to SharpLink as we continue to successfully perform,” Phythian added.