Crucially, AxiumAI’s model doesn’t rely on bonuses or promotions. With taxation rising and margins under pressure, Adam sees this as essential. “Everything we do is about the moment, insight, and confidence. We’re driving higher NGR with zero bonus cost, which means contribution levels are much stronger.”
RETHINKING UX
Timing, Adam insists, is as important as relevance. By analysing their client’s anonymised transaction feeds, AxiumAI understands not just what customers bet on, but when and how. A goal after seven minutes
Te conversational interface also lowers barriers for casual users. A player can ask for information, request a bet builder for a specific match, customise the selection, and place a bet in one flow. “It won’t replace menu-driven sportsbooks,” Adam underlines, “but it will
ADAM LEWIS CEO, AxiumAI
Alongside timing and relevance, Adam believes legacy UX is also supressing sportsbook growth. “Te sportsbook UX is basically unchanged from 25 years ago.” What was built for a world of limited markets now actively works against engagement. Fans are forced to dig through endless menus just to find a league like La Liga, while hundreds of markets fight for attention on screen.
might seem like the obvious trigger for a notification – unless the customer only bets on cards.
“It’s about sending the right message at the exact moment a specific player is most likely to engage,” Adam says. Te system learns continuously, adapting based on every interaction – or lack of one.
Alongside timing and relevance, Adam believes legacy UX is also supressing sportsbook growth. “Te sportsbook UX is basically unchanged from 25 years ago.” What was built for a world of limited markets now actively works against engagement. Fans are forced to dig through endless menus just to find a league like La Liga, while hundreds of markets fight for attention on screen.
But the bigger failure is who this experience is designed for. Recreational bettors, now the primary growth engine for operators, are still being served trader-centric constructs like “over 3.5 goals,” a language fans don’t think in.
“Sportsbooks are still designed for experts,” Adam says. “But growth now comes from a next-gen audience. And the UX hasn’t caught up.” Tese frustrations led to the creation of AxChat, AxiumAI’s autonomous Conversational UX layer, which Adam describes as a
augment them and open betting up to a much wider audience.”
Despite growing industry discussion around AI, Adam believes most operators are still hesitating. “Legacy thinking and knowing how to start is keeping many on the sidelines.” AI is talked about in boardrooms, but the industry is only seeing a few operators start to take advantage of its capabilities.
Te real issue, in his view, is confidence. “Tey don’t fully understand the capabilities or potential because they haven’t seen real-world results.”Tat’s why proof matters. AxiumAI is delivering an average €8 uplift in player value within a month – results Adam believes will force a shift in mindset. “Tat’s when operators start saying, ‘Tis is real – why aren’t we doing this?’”
AI doesn’t require ripping out legacy platforms or need long deployment timescales, he adds. “It can sit as a layer on top and simplify everything, deploying in four weeks”
For Adam, that’s where the real transformation lies and why the next few months in the run-up to the World Cup will be pivotal. “Tis isn’t theoretical anymore. It’s happening now.”
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“context-aware conversational betting engine” rather than a chatbot. “We’re not persuading anyone. We’re unlocking information.”
By surfacing insights such as a player’s recent assist record AxChat helps bettors make informed decisions about the very games and markets they care about.
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