COVER STORY: SPORTRADAR
Using AI customer analysis tools to increase retention rates
Jay Kanabar
Jay Kanabar, Head of Marketing AI at VAIX, a Sportradar company, discusses how next generation retention tools are creating personalised and long-term marketing success.
I
t’s no secret that customer retention is essential for long-term marketing success and business growth. In fact, studies suggest the price of acquiring a new customer can range anywhere from five to 25 times more than retaining existing ones*, making the cost of inefficiency significant no matter your budget. However, in the fast-paced world of betting and gaming, I see a tendency for operators to fixate on acquisition and signups, prioritising short term wins for long term sustainability.
LASTING RETURN-ON-INVESTMENT Whilst this happens across both sports betting and iGaming, it is especially true of the former, even more so in years with sporting calendars as packed as 2026. The hype of events like the FIFA World Cup makes operators shortsighted and intent on attracting new customers.
The acquisition potential of such events is undeniable and must be considered in every marketing plan, but the way to use them to unlock lasting return-on-investment arguably lies in your post-tournament retention strategies. Competition for signups remains fierce and to prevent churn, operators must manage millions of players across multiple channels, each with different behaviours, preferences and engagement patterns. Traditional CRM tools are incapable of solving this challenge, which is why we are turning to AI to identify opportunities to engage customers, personalise offers at scale, and optimise marketing investment in real time. With the right technology and understanding of individual players, operators can leverage events like the World Cup to not only gain but sustain customer activity. Preparation for when
6 MARCH 2026 GIO
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