Shaping the Future: BETBY’s Strategic Focus on AI

Danil Emelyanov, Head of BETBY’s AI Labs, on how the provider is leveraging artificial intelligence to offer unique special markets, ever more bridging the worlds of sports betting and entertainment.

How transformative has AI been for the sports betting industry?

AI has revolutionized the sports betting industry by driving operational efficiency and user engagement to new heights. It’s no longer a luxury but a necessity for operators aiming to stay competitive. Sports betting thrives on data, and AI excels at processing vast datasets. This capability allows sportsbooks to enhance traditional models with previously unattainable insights, streamlining operations and delivering personalized betting experiences to users.

AI has also reduced the reliance on manual intervention by increasingly automating processes, enabling departments, such as trading teams, to focus on strategic objectives. However, AI doesn’t replace human oversight—it augments it. For example, traditional math models depend on static statistics, whereas AI incorporates dynamic information to improve accuracy. At BETBY, this understanding drove us to last year launch AI Labs—a comprehensive suite of cutting-edge tools designed to meet the evolving needs of operators and players alike. AI is not just a feature for us; it’s a cornerstone of our strategy.

What was the vision behind AI Labs?

AI Labs emerged from a clear gap in the market. Operators often rely on fragmented tools for churn and LTV prediction, risk management, personalization, and business intelligence, but BETBY saw an opportunity to create a unified solution addressing all these needs under one roof. Our vision was to build a comprehensive suite of tools that integrates seamlessly into our platform, empowering operators to achieve operational excellence while enhancing player engagement.

Since its inception, AI Labs has undergone continuous enhancements, reflecting our dedication to staying ahead of market demands. Nonetheless its core areas of focus have remained steadfast in enhancing aspects related to odds creation, risk management, the overall betting experience, and operational efficiency.

Among its standout and most recent features is the Betting Tips API, which provides data-driven, personalized betting advice to players, with the tips themselves delivered in as much as 18 languages thus greatly improving the usability of the feature from a geolocalised point of view. This tool not only enriches the player experience but also drives significant increases in conversion rates and engagement by enabling more informed betting decisions. Notably, 10% of soccer users on the BETBY partner network are already actively leveraging this feature.

Another example of AI Labs’ impact is its top-section recommendations, which have demonstrated remarkable results, driving a more than 60% growth in bets in markets such as Japan. By presenting players with highly relevant betting options based on their preferences and behavior, this feature keeps users engaged while streamlining their decision-making process, ultimately creating a more enjoyable and tailored betting experience.

Such innovations are reshaping sports betting into an engaging and dynamic form of entertainment, creating a more immersive experience—akin to the personalization seen on platforms like Netflix or Spotify. By tailoring offerings to a diverse spectrum of user preferences, AI Labs enriches the player journey while simultaneously delivering measurable success and competitive advantages for operators.

What differentiates BETBY’s AI tools from others in the market?

The most significant differentiator is real-time capability. Many AI solutions process data with delays, but BETBY’s technology analyzes and acts on information instantly. In a fast-paced industry like sports betting, this real-time responsiveness is a game-changer. For instance, if our model detects a potential churn risk or flags suspicious activity, we can act immediately—whether by offering a free bet to retain a player or limiting stakes to manage risk.

Besides that, being fully integrated within the BETBY ecosystem provides our clients with unparalleled advantages. Unlike third-party solutions that often require operators to share limited datasets with external providers—raising legitimate security concerns—our system leverages direct access to all BETBY data. This ensures comprehensive coverage and real-time updates, eliminating inefficiencies associated with external data processing. For instance, when users place bets, our system adapts instantaneously, refining models and delivering insights without delay.

This is particularly valuable for operators entering new and unfamiliar markets. If a sportsbook launches in a region like India, our AI already possesses the localized insights necessary to optimize recommendations and understand player behaviors. This seamless integration empowers operators to make data-driven decisions, ensuring their platforms resonate with local audiences while maintaining operational efficiency.

Apart from this, our extensive market expertise provides us with a significant competitive edge. Our risk management team, recognized as one of the best in the industry, brings deep, specialized knowledge that directly informs the development of our AI models. This level of expertise is exceptionally rare and difficult to replicate. For any company attempting to build an in-house risk management system from scratch, acquiring such domain knowledge would require immense effort and resources. At BETBY, we are fortunate to have direct access to this invaluable expertise, enabling us to deliver robust, reliable, and innovative solutions.

How does BETBY plan to continue innovating in AI?

Innovation drives everything we do at BETBY. At the upcoming ICE Barcelona, we’ll unveil an industry-first AI-based feed—a groundbreaking product that generates odds for unique markets which are directly linked to the entertainment landscape. This marks the next phase for AI Labs, transforming AI into a dynamic tool that bridges the gap between traditional sports bettors and casino-style players by offering unique content that transforms the sports betting industry into entertainment.

This shift to entertainment-focused betting reflects broader industry trends, with users demanding novel and engaging options. By introducing unconventional markets, we’re not just responding to trends—we’re setting them. AI Labs gives operators the flexibility to adapt to evolving market demands while pushing the boundaries of what’s possible in sports betting.

What can we expect from the future of AI in sports betting?

The future of AI in sports betting is twofold: increasing automation and personalized engagement. AI will become even more autonomous, reducing manual intervention and enabling operators to focus on strategic growth. For instance, we envision AI handling tasks like market settlement, with traders overseeing only high-stakes or complex cases.

Another area of focus is real-time personalization. By tailoring every aspect of the player journey—such as recommended bets, banners, and combo suggestions—AI can create deeply engaging experiences. This will not only enhance user satisfaction but also increase bet values and loyalty.

When it comes to risk management, dynamic player profiling will become the norm. Each bet will refine a player’s risk profile in real time, providing operators with actionable insights for better decision-making. Over time, AI’s capabilities will expand, offering growing automated assessments for specific segments of players.

Ultimately, BETBY’s vision for AI is to empower operators, enhance player experiences, and redefine sports betting as the new facet of entertainment. Through continuous innovation and a commitment to excellence, we’re not just keeping pace with the industry; we’re shaping its future.