In an industry where margins are tight and player expectations are rising, data has become the cornerstone of sustainable growth in sports betting. Yet, despite this reality, many operators remain in the dark when it comes to one crucial asset: sportsbook data. Unlike casinos, where deposits, spins and player metrics are usually accessible in full, sports betting data is often kept on the provider’s side and out of reach for the operators relying on it.
“Most operators know everything about their casino players, but almost nothing about their sportsbook audience,” explains Danil Emelyanov, Head of AI Labs at BETBY. “All their analytics are struggling to get useful insights about sports bettors, because they don’t have access to the markets or sports those players engage most with.”
THE MISSING LINK IN SPORTSBOOK INTELLIGENCE
Te typical scenario is this: operators run promotions, measure player retention and track spending in their casino vertical, but they’re unable to answer fundamental questions about sports bettors. What sports are most popular? When are bets placed? What’s the average stake per sport? Are certain players betting on high-risk markets? All of this is vital for campaign planning, reactivation efforts and loyalty building.
PERSONALISATION AND CAMPAIGN TARGETING
Tis data enables smarter campaigns. Say a player placed 10 bets on cricket last week. With BETBY’s system, the operator can immediately follow up with a personalised offer, perhaps a risk-free cricket bet or odds boost, using their own CRM. Te same goes for retention: if a player hasn't placed a bet in five days, that insight becomes actionable before churn happens.
Beyond marketing, access to sportsbook data allows operators to build unified player profiles across verticals. When you can cross-reference betting behavior with deposit trends or casino activity, you get a complete picture of a player’s lifetime value and preferences. Tis is critical for segmentation and for training AI models for personalisation and retention.
A SCALABLE FOUNDATION
Data access also plays a role in scalability. As operators grow, the data volume increases exponentially and BETBY had to address this internally too.
“In the beginning, our system worked until we hit a certain volume,”
Beyond marketing, access to sportsbook data allows operators to build unified player profiles across verticals. When you can cross-reference betting behavior with deposit trends or casino activity, you get a complete picture of a player’s lifetime value
and preferences. Tis is critical for segmentation and for training AI models for personalisation and retention.
BETBY’s response has been to rethink the data model entirely. Instead of locking data behind a wall, BETBY provides all betting information directly to the operator during backend-to-backend communication. Tis means operators can store, structure and use their own data as they see fit. For operators without the technical resources to build data pipelines, BETBY offers an internal Business Intelligence suite with over 20 granular reports.
“We provide reports on retention, conversion, bonus usage, player funnels, you name it,” Emelyanov says. “We also offer predictive reporting, like churn or LTV predictions, and send daily breakdowns for marketing purposes. For example, we can send a list of all players who placed bets on basketball yesterday and highlight key metrics. Ten, operators are able to use this to fuel their CRM and marketing strategies.”
DANIL EMELYANOV Head of AI Labs BETBY
Emelyanov recalls. “At one point, we were stuck. Settlements slowed down and reports lagged 15-20 minutes, which is unacceptable. Te solution was to restructure our infrastructure to allow horizontal scaling, so now we can handle millions of bets without the risk of delay.”
For operators, this means stability. For their data teams, it means access to insights that update in near-real-time, even during high-traffic periods.
Operators that continue relying on isolated or inaccessible sportsbook data will struggle to compete in a space where data-driven flexibility is everything. BETBY’s model flips the traditional approach by offering open access, scalable systems and tools to transform raw data into business growth.
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