BETBY, a premium provider of innovative sportsbook solutions, will unveil a major update to its AI-powered sportsbook suite of tools, AI Labs, at the upcoming SBC Summit Lisbon 2025. The upgrade delivers enhancements across Betting Tips, Personalization, and Entertainment Feed, marking another step in BETBY’s mission to transform the sports betting experience through advanced AI.

The first major enhancement is to Betting Tips, BETBY’s tool that provides data-driven insights to help users make more informed decisions. Already covering multiple sports and esports in 25 languages, the feature now scales to 40,000 events per month, the widest coverage in the industry. Most importantly, BETBY is launching live betting tips, an industry-first that reacts to in-game data and updates recommendations in real time. This ensures players receive advice that reflects the actual match conditions, not outdated pre-match assumptions. Moreover, BETBY also shifted focus from traditional markets such as 1×2 to combined markets like “1×2 & Total”, which deliver both higher margins and stronger interaction when complemented with tips.

The second key update is the launch of the enhanced Personalization engine. Designed to tailor the betting journey to each player, the new model introduces real-time personalization that adapts instantly to bets as they are placed. By combining individual preferences with hourly, daily, and weekly trends, the system empowers operators with precise retention tools while giving players more relevant and engaging experiences.

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The third enhancement is an evolution of the Entertainment Feed, BETBY’s AI-based feed for non-sporting events such as movies, series, games, TV shows, and breaking news. The feed has expanded beyond generating markets to actively monitor live developments, ensuring odds remain relevant and settlements are automated. Currently used as an alerting system for traders, this update paves the way for fully automated entertainment markets.

Additionally, BETBY’s AI-powered Risk Management system continues to demonstrate market-leading performance, now identifying the top 15% of high-risk players with 99.99% accuracy. This achievement highlights BETBY’s unique combination of speed, precision, and robust analytics in ensuring a secure and profitable operator ecosystem.

“With these upgrades, AI Labs enters an entirely new phase,” said Danil Emelyanov, Head of BETBY’s AI Labs. “We are not only increasing coverage and efficiency but also pioneering features such as live betting tips and automated entertainment markets. These innovations empower operators to engage players in ways no other supplier in the industry can match.”

The upgraded AI Labs features will be officially presented at SBC Summit Lisbon 2025, where BETBY will showcase how its AI-driven approach continues to set new benchmarks for personalization, engagement, and operator success. Attendees are invited to visit BETBY at stand C110 to experience first-hand the supplier’s comprehensive sportsbook solution and its latest innovations.

To find out more about BETBY, visit: https://betby.com/

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• Southampton sponsors Midnite have launched the football league’s first Tifo Committee, working with fans to create throughout the season

• Midnite’s Tifo Committee is comprised of Southampton supporter group members

• Midnite tease brand new tifo ahead of Sunday’s South-coast derby at St Mary’s

• The Committee was formed after Midnite’s tifo at the season opener against Wrexham AFC

Midnite – the fastest-growing UK sports betting and online casino operator and Official Training Kit partner of Southampton FC – has recruited a group of Saints fans to form a Tifo Committee ahead of this weekend’s South Coast derby against Portsmouth.

The Tifo Committee, which is the first of its kind within the league, will help Midnite deliver a series of iconic tifos throughout the season and add to the colour and atmosphere at Saints home games.

Composed of key members of various supporter groups associated with Southampton, Midnite have leant on the expertise of the people who know the football club better than anyone: the fans.

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Members of the Tifo Committee include: Mike Smale (MatchDayVlogs), Alex Graham (TotalSaintsPodcast), Louise Burke (Southampton Fan Advisory Board) and Yasmin Wiseman (Southampton Fan Advisory Board).

Midnite were behind a new tifo unveiled against Wrexham on the opening day of the season and will unveil the new banner designed by the Tifo Committee before the derby against Portsmouth on Sunday.

Andrew Mook, Head of Brand Marketing at Midnite, said: “Tifos are a huge part of modern fan football culture, and we wanted to bring this to St Mary’s consistently throughout the season.

“To mark the opening day of the new season, we unveiled a tifo which paid homage to seven Saints legends and it was very well received by Saints fans. But we wanted to go bigger as the season progressed, while also leaning on the people who make the football club what it is – the fans.

“We have been collaborating with our Tifo Committee to hear what sort of designs will really captivate the fanbase, and we’re very excited to unveil our brand new tifo ahead of the Southampton vs Portsmouth fixture on Sunday.

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“This is an iconic fixture in English football, and we wanted to bring the history of the fixture to life. We’re confident that the Saints fans will like what our Tifo Committee has come up with.

“We’re loving the start of our partnership with Southampton, and are dedicated to using our platform to bring fans closer to the action this season, with meaningful and impactful campaigns.”

Mike Smale, Founder of MatchDayVlogs, and member of the Midnite Tifo Committee, said:  “Being part of the Midnite Tifo committee has been a privilege. To represent the fanbase and reflect the passion of our supporters is no small task. Time and again, Saints fans have shown they’re among the very best in the country – turning up, singing loud, and backing the team no matter the circumstances.

“We want these displays to be a reflection of the unity and pride that runs through this fanbase. The atmosphere at St Mary’s during these big games proves that when our supporters come together, we create something unforgettable – both on the pitch and in the stands.”