Personalisation That Performs
How Sportradar’s VAIX AI is powering betPARX’s casino growth
At G2E Las Vegas, G3 spoke with Andy Mace, Head of Casino Personalisation at Sportradar, about the company’s collaboration with betPARX, integrating VAIX AI technology to create a more engaging and data-driven player experience.
Andy, what challenge did betPARX want Sportradar to help solve?
As with all of our discovery sessions, we begin by identifying the client’s pain points. betPARX wanted to differentiate its product offering and deliver a better user experience than its competitors. Tat focus on creating a truly personalised experience formed the foundation of the project.
More broadly, this aligns with a wider industry trend: operators are competing not just on game titles but on experience quality, using AI- driven insight to strengthen retention and lifetime value.
Why was VAIX Casino AI selected as the right fit for betPARX?
It came down to experience and depth. VAIX was one of the industry’s first AI-driven personalisation engines, and its maturity gives operators a wide range of use cases. Tat combination of proven technology and flexibility made it the natural choice.
VAIX has evolved over the years, combining deep-learning and transformer models refined over nine years with Sportradar’s unparalleled betting and gaming data. Tis gives operators a scalable solution with fast time-to-market and measurable ROI.
How was VAIX integrated into the betPARX platform? Were there any operational challenges?
Tere are always technical hurdles with any integration, but betPARX 70
had an excellent partner in Playtech, which handled much of the front- end work efficiently. Te process went smoothly overall. Integration was completed via Sportradar’s single API framework, which also powers its broader iGaming and sportsbook solutions, ensuring a future-proof setup that can easily expand into new content verticals.
How quickly does the AI begin to deliver relevant recommendations once it’s live?
Our models start reacting after just one session of gameplay, though it usually takes a few sessions to reach optimal accuracy. Te system learns quickly and continuously improves as more player data becomes available. Tat ability to adapt dynamically means operators can start seeing measurable uplift in engagement within weeks, a key advantage compared to building in-house systems.
You deployed VAIX across three content carousels. How were those areas selected?
Tat was a joint decision. In the discovery phase, we worked with betPARX to identify the most valuable use cases. Te first phase focused on three core carousels where personalisation would have the greatest immediate impact. Tis modular approach mirrors Sportradar’s personalisation framework, start narrow, prove success, then expand, ensuring every personalisation initiative is tied to clear business KPIs.
Te case study showed a 200 per cent increase in unique titles played. How did the AI drive that level of discovery?
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