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Shaping the Future: BETBY’s Strategic Focus on AI
Danil Emelyanov, Head of BETBY’s AI Labs, on how the provider is leveraging artificial intelligence to offer unique special markets, ever more bridging the worlds of sports betting and entertainment.
How transformative has AI been for the sports betting industry?
AI has revolutionized the sports betting industry by driving operational efficiency and user engagement to new heights. It’s no longer a luxury but a necessity for operators aiming to stay competitive. Sports betting thrives on data, and AI excels at processing vast datasets. This capability allows sportsbooks to enhance traditional models with previously unattainable insights, streamlining operations and delivering personalized betting experiences to users.
AI has also reduced the reliance on manual intervention by increasingly automating processes, enabling departments, such as trading teams, to focus on strategic objectives. However, AI doesn’t replace human oversight—it augments it. For example, traditional math models depend on static statistics, whereas AI incorporates dynamic information to improve accuracy. At BETBY, this understanding drove us to last year launch AI Labs—a comprehensive suite of cutting-edge tools designed to meet the evolving needs of operators and players alike. AI is not just a feature for us; it’s a cornerstone of our strategy.
What was the vision behind AI Labs?
AI Labs emerged from a clear gap in the market. Operators often rely on fragmented tools for churn and LTV prediction, risk management, personalization, and business intelligence, but BETBY saw an opportunity to create a unified solution addressing all these needs under one roof. Our vision was to build a comprehensive suite of tools that integrates seamlessly into our platform, empowering operators to achieve operational excellence while enhancing player engagement.
Since its inception, AI Labs has undergone continuous enhancements, reflecting our dedication to staying ahead of market demands. Nonetheless its core areas of focus have remained steadfast in enhancing aspects related to odds creation, risk management, the overall betting experience, and operational efficiency.
Among its standout and most recent features is the Betting Tips API, which provides data-driven, personalized betting advice to players, with the tips themselves delivered in as much as 18 languages thus greatly improving the usability of the feature from a geolocalised point of view. This tool not only enriches the player experience but also drives significant increases in conversion rates and engagement by enabling more informed betting decisions. Notably, 10% of soccer users on the BETBY partner network are already actively leveraging this feature.
Another example of AI Labs’ impact is its top-section recommendations, which have demonstrated remarkable results, driving a more than 60% growth in bets in markets such as Japan. By presenting players with highly relevant betting options based on their preferences and behavior, this feature keeps users engaged while streamlining their decision-making process, ultimately creating a more enjoyable and tailored betting experience.
Such innovations are reshaping sports betting into an engaging and dynamic form of entertainment, creating a more immersive experience—akin to the personalization seen on platforms like Netflix or Spotify. By tailoring offerings to a diverse spectrum of user preferences, AI Labs enriches the player journey while simultaneously delivering measurable success and competitive advantages for operators.
What differentiates BETBY’s AI tools from others in the market?
The most significant differentiator is real-time capability. Many AI solutions process data with delays, but BETBY’s technology analyzes and acts on information instantly. In a fast-paced industry like sports betting, this real-time responsiveness is a game-changer. For instance, if our model detects a potential churn risk or flags suspicious activity, we can act immediately—whether by offering a free bet to retain a player or limiting stakes to manage risk.
Besides that, being fully integrated within the BETBY ecosystem provides our clients with unparalleled advantages. Unlike third-party solutions that often require operators to share limited datasets with external providers—raising legitimate security concerns—our system leverages direct access to all BETBY data. This ensures comprehensive coverage and real-time updates, eliminating inefficiencies associated with external data processing. For instance, when users place bets, our system adapts instantaneously, refining models and delivering insights without delay.
This is particularly valuable for operators entering new and unfamiliar markets. If a sportsbook launches in a region like India, our AI already possesses the localized insights necessary to optimize recommendations and understand player behaviors. This seamless integration empowers operators to make data-driven decisions, ensuring their platforms resonate with local audiences while maintaining operational efficiency.
Apart from this, our extensive market expertise provides us with a significant competitive edge. Our risk management team, recognized as one of the best in the industry, brings deep, specialized knowledge that directly informs the development of our AI models. This level of expertise is exceptionally rare and difficult to replicate. For any company attempting to build an in-house risk management system from scratch, acquiring such domain knowledge would require immense effort and resources. At BETBY, we are fortunate to have direct access to this invaluable expertise, enabling us to deliver robust, reliable, and innovative solutions.
How does BETBY plan to continue innovating in AI?
Innovation drives everything we do at BETBY. At the upcoming ICE Barcelona, we’ll unveil an industry-first AI-based feed—a groundbreaking product that generates odds for unique markets which are directly linked to the entertainment landscape. This marks the next phase for AI Labs, transforming AI into a dynamic tool that bridges the gap between traditional sports bettors and casino-style players by offering unique content that transforms the sports betting industry into entertainment.
This shift to entertainment-focused betting reflects broader industry trends, with users demanding novel and engaging options. By introducing unconventional markets, we’re not just responding to trends—we’re setting them. AI Labs gives operators the flexibility to adapt to evolving market demands while pushing the boundaries of what’s possible in sports betting.
What can we expect from the future of AI in sports betting?
The future of AI in sports betting is twofold: increasing automation and personalized engagement. AI will become even more autonomous, reducing manual intervention and enabling operators to focus on strategic growth. For instance, we envision AI handling tasks like market settlement, with traders overseeing only high-stakes or complex cases.
Another area of focus is real-time personalization. By tailoring every aspect of the player journey—such as recommended bets, banners, and combo suggestions—AI can create deeply engaging experiences. This will not only enhance user satisfaction but also increase bet values and loyalty.
When it comes to risk management, dynamic player profiling will become the norm. Each bet will refine a player’s risk profile in real time, providing operators with actionable insights for better decision-making. Over time, AI’s capabilities will expand, offering growing automated assessments for specific segments of players.
Ultimately, BETBY’s vision for AI is to empower operators, enhance player experiences, and redefine sports betting as the new facet of entertainment. Through continuous innovation and a commitment to excellence, we’re not just keeping pace with the industry; we’re shaping its future.
The post Shaping the Future: BETBY’s Strategic Focus on AI appeared first on European Gaming Industry News.
Firesand, a leader in iGaming security services and software, has developed a cutting-edge Anti-Account Fraud solution to safeguard iGaming operators and platform providers from escalating credential-based cyber threats.
Firesand Shield is a best-in-class product that has been designed to address the growing complexity of account fraud that has impacted the global iGaming industry in recent times, which in some cases has resulted in loss of business, damaged reputation and regulatory fines. Common examples of account fraud include credential stuffing, dictionary attacks, and common password exploitation.
The new solution provides proactive, intelligent detection and prevention against the full spectrum of account compromise techniques, without relying on user-disruptive CAPTCHAs or blunt blocking mechanisms, to ensure the end user experience remains uninterrupted.
Unlike legacy or bot-only detection tools, Firesand Shield leans on the company’s specialism as a penetration testing service provider to focus on attack patterns, regardless of whether the source is human, bot, or hybrid, offering unmatched insight and agility in protecting operator user accounts and platform integrity. It includes in-depth attack analysis and reporting to provide greater transparency and clarity over the source of each security vulnerability.
With a product upgrade roadmap that includes geolocation anomaly detection, VPN usage analysis, and AI-powered behavioural profiling, Firesand Shield is set to offer operators and platforms significant peace of mind to stay ahead of security threats as they evolve.
Chris Blake, Director at Firesand, said: “Account fraud is a growing threat to the global iGaming industry. There have been multiple cases in the previous year alone where user data has been breached, leading to a detrimental impact for businesses targeted.
“Firesand Shield has been designed to support operators and platform providers of all sizes to sharpen their security capabilities as these attacks become more common and sophisticated. Underpinned by our superior iGaming security excellence, we are well positioned to further strengthen online systems on a global scale.”
With a proven track record of developing bespoke security platforms for a range of industries, Firesand brings unmatched credibility and expertise to the iGaming space, combining technical solutions with practical, actionable defence capabilities for high-risk digital environments.
The post Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks appeared first on European Gaming Industry News.
Industry Awards
Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025
Soft2Bet has secured two major wins at the SBC Awards Europe 2025, being recognised by excellence for Acquisition & Retention Partner of the Year and Industry Innovation of the Year. Its flagship brand Betinia also earned a Silver Award in the Casino Operator of the Year category, highlighting a company’s ability to create performing brands in saturated and highly competitive key markets.
The awards recognise the continued success of Soft2Bet’s powerful turnkey solutions and Motivational Engineering Gaming Application (MEGA), which has played a central role in driving player engagement and retention across key markets. During the last 12 months, the impact of Soft2Bet’s cutting-edge gamification solutions for casino and sportsbook has played a major role in enhancing customer experience, loyalty, and engagement, delivering ROI-driven performance that goes beyond retention. MEGA was key in achieving a 128% retention uplift for Campobet in Denmark and 106% for Betinia in Sweden, further proving the solution’s impact.
“SBC Europe Awards recognition is a testament to the vision of our technology and its impact on building strong brands, long-term player relationships, and product excellence that goes beyond retention. MEGA continues to lead the European, Nordic and North America market in creating unique experiences that combine innovation, a strong regulatory framework, high performance results from the start,” – stated Oksana Tsyhankova, CMO at Soft2Bet.
Earlier in 2024, Soft2Bet was also recognised at the SBC Awards, winning in Innovation in Mobile and Innovation in Casino Entertainment categories. Soft2Bet now holds 19 licences across 12 jurisdictions and continues to expand both its B2B and B2C footprint in Europe and beyond. With brands like Betinia, CampoBet, Don.ro, Tooniebet, and Quickcasino, the company remains focused on delivering innovative, localised, high-performance iGaming experiences.
The post Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025 appeared first on European Gaming Industry News.
There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.
In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”
So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.
The iGaming Affiliate World: Why It (Still) Matters
Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.
Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
Enter: the data-driven affiliate network.
It’s simple:
- Informed players make better choices.
- Strategic affiliates deliver better traffic.
- Everyone wins. Except, of course, the shady operators who preferred it the other way.
Meet the MegaList Brands
These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.
MegaCasinoList
Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.
That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.
They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.
MegaTipsList
If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.
MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.
Designed for bettors who like to stay informed without needing a PhD to understand the odds.
MegaBetList
For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.
MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.
From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.
Why This All Matters (And Why It’s Working)
The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.
That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.
And if we may drop in a little vision while we’re at it:
“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”
For once, a statement that isn’t just inspirational filler.
So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”
MegaList has both, and a track record to prove it.
Explore MegaList’s network:
🔗 MegaAffiliatesList.com
The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.
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