COVER STORY: SPORTRADAR
the final whistle blows can build a loyal customer base as effectively as kick-off and springboard your marketing success beyond the weeks of a tournament. It is for this reason that in addition to using our betting-specific, omnichannel Marketing Services to identify, engage and acquire customers, Sportradar applies the latest technology and AI to develop products that effectively retain bettors.
UNDERSTANDING CUSTOMER BEHAVIOUR
For years, our VAIX retention service has combined a deep understanding of customer behaviour, live sports data integrations, and AI algorithms to retain customer activity. The application of AI and deep learning models enables clients to understand the content their customers enjoy and when to serve it - mitigating churn, and increasing brand loyalty, playing time, and satisfaction. Building on this success, we’ve now developed the next generation of tools to take this efficiency to the next level. Our bonus ROI calculator, conversational GenAI analytics tool, and real time triggers all elevate retention by keeping customers engaged and interested. For example, we’ve long had the technology to understand when to best serve bonuses to users. Whether a sports fan or casino player, our models recognise individual activity and wager amounts, allowing bonuses to be tailored to reactivate or retain customers at exactly the right time. However, our bonus ROI calculator uses player behavioural insights to instantly calculate
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
which bonuses to serve to individual players to achieve maximum ROI. Depending on the operators’ goals and variables like player value and activity, the AI pulls together a dashboard showing the best bonus configurations to offer, adjusted for the size of the player base and campaign budget.
This flexibility and segmentation mean ROI can be calculated if an operator wants to focus on retaining a lot of casual bettors or a select number of VIPs, or reactivating dormant customers, providing highly personalised retention, no matter what their needs. This tool is supplemented by our innovative use of Generative AI which allows operators to instantly derive clear insights and actions from the volumes of data we process in their marketing activities. Without any human assistance, this ‘ChatGPT’ for betting marketing
offers business intelligence, analytics, and visualisations to help inform and direct campaigns for the best possible outcomes. An AI assistant that can provide fast access to such information means our clients can work quickly and seamlessly to refine their marketing campaigns and provide their customers with the best quality player experience.
ELEVATING CUSTOMER RETENTION
Another form of AI – automation – can also elevate retention, as it immediately resolves common but frustrating technical bugs that have a profound impact on customer experience. These events are pre-identified and should they happen, we can trigger a real-time action to mitigate any negative outcomes. From instantly providing an alternate payment method for a failed deposit, to sending personalised reminders with a bonus to an abandoned bet slip, and more, we’re providing effortless solutions to the daily headaches that affect operators’ retention rate, before they become problematic. By accounting for retention even at times of increased acquisition opportunity, operators can lay the foundations for long-term and sustainable business growth. And by leaning into AI to provide personalised content and offers, while simultaneously refining their own marketing processes, operators can achieve more consistent customer activity, avoiding high turnover.
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https://hbr.org/2014/10/the-value-of-keeping-the-right-customers GIO MARCH 2026 7
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