I believe businesses need to embrace AI to understand how they can benefit from it and truly unlock its potential – starting from doing basic session on what is AI and how can it be used safely and efficiently, to deploying advanced machine learning processes.


then focus on maximising that specific area for them. Coupled with that is understanding the future value of the customer, which would allow for instance to be more generous upfront by triggering odds on their favourite events with no margin for the operator. Another thing I feel is lacking in the industry is a more data-driven focus on UX to simplify user journeys. We have just launched our sportsbook-driven brand, Epicbet.com, and we have received great feedback for its ease of use and fast performance.


Tudor: Te buzz word – personalisation! Everyone is talking about it when it comes to engagement and player needs but it’s such a vast term that we could write an academic paper on it. Te key part is understanding user behaviour in the context of completing a specific journey i.e launching a game, placing a bet on a specific sport, etc.


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and gaining insight into the steps that lead to that action. Once user journeys are stripped down to the key steps, predictive analytics comes into play: using historical data and machine learning models to predict future betting behaviour and trends.


Te catch is that oftentimes the model recommends something vastly different to the general expectation, so there’s also an element of trusting the data and the models against personal opinions to make the right decision. Gamification is another approach that can be deployed with excellent customer engagement results if clear data is available, especially to retain users. Adding layers of gamified interactions to the default user journeys of bet placement or campaigns opt-in based on users’ action post-completing these journeys has worked wonders on a few occasions.


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