The Event Mode Effect Reading the World Cup User
In the first article of this mini-series, Danil Emelyanov, Head of AI Labs at BETBY, explored how proper UX must adapt in real time during the upcoming FIFA World Cup, while the second moved from adaptation to anticipation, explaining how advanced AI models identify churn risk early by analysing behavioural change instead of relying on inactivity thresholds. This final part focuses on understanding how operators should adjust player segmentation during the World Cup to maximise engagement.
Te FIFA World Cup brings together very different types of users: experienced bettors, casual fans, and first-time players, often interacting with the same platform at the same time. Tis raises an important question for operators: should segmentation change during major tournaments, or remain consistent?
Te answer lies in combining both. CORE PLAYER PROFILES
Player segmentation exists to provide continuity, based on the idea that, over time, users develop behavioural patterns — risk tolerance, preferred markets, betting frequency — and these do not disappear just because a tournament starts.
Tis means a player who typically prefers low-risk bets does not suddenly become aggressive during the World Cup, while a live-betting user will still tend to lean toward in-play markets, regardless of the competition. For this reason, BETBY’s segmentation models maintain persistent core profiles, built on long-term behavioural data such as:
u Risk profile (stake sizing and odds distribution)
u Market preference (pre-match vs live and market categories) u Betting rhythm (frequency and session cadence)
Tese profiles remain stable across all events, creating consistency, which is important to preserve trust: even during the biggest tournaments, whether it’s the World Cup or the Olympics, the platform continues to behave in a way that feels familiar to the user.
In comparison, basic AI systems often struggle here by overreacting to 136
Tese signals are then carefully analysed in parallel with the core profile, giving operators a clearer view on how each user behaves during the World Cup. Tis combination of persistent profiles and temporary signals creates what we refer to as an event mode.
In practical terms, it means users are understood as a mix of their core profile and how the World Cup is influencing their behaviour in that moment. Tis allows the system to understand not just who the user is in general, but how the tournament is influencing them right now.
short-term spikes or small pattern deviations, “reclassifying” users too quickly and creating inconsistent UX.
EVENT-SPECIFIC SIGNALS
However, while core profiles should remain stable, the World Cup also requires looking at short-term behavioural signals that cannot be ignored. Why? Because during the tournament, users may adopt specific patterns such as focusing almost exclusively on World Cup matches, increasing live betting activity, reacting more strongly to odds movement, or even showing bias toward their national teams.
To monitor this, BETBY’s AI-powered system introduces a temporary layer on top of the base segmentation, using event-driven behavioural features like:
u World Cup engagement (WC vs non-WC activity) u Live-bet bias during tournament matches u Volatility tolerance under high-profile conditions u National-team affinity strength
u Responsiveness to fast-changing odds
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