Serving Them Up: How Player Wealth Scores Can Power More Intelligent In-Play Betting

Sonny Cott, Chief Insights Officer at beBettor, shares how Player Wealth Scores can help operators dynamically personalise in-play betting journeys to maximise engagement and revenues

In-play betting is one of the fastest-growing verticals in online gaming, driven by increased player popularity and the technological abilities of operators to respond to changes in event dynamics in real-time. A recent report showed that in tennis, almost 90% of bets are placed in-play, a staggeringly high proportion which no other sport comes close to. Real-time engagement during live events creates unique monetisation opportunities, and operators that optimise this experience can significantly increase bet volume and turnover.

Whilst in-play betting has grown rapidly amongst UK punters in recent years, it still lags behind other markets significantly according to a recent study. Whilst over a third of UK sports bets are placed in-play, this compares to 52% in the US and 70% amongst Greek bettors, suggesting significant opportunity for further growth. And the growth in usage of SMS messaging and app notifications by operators, means there are fast and easy ways for players to get involved.

Personalisation at speed and scale

In-play betting moves fast, so every second matters. Players are highly engaged and reactive, and markets shift with every corner, foul, or goal. The right message or promotion at the right time can drive massive uplift. From a player’s perspective, speed and ease are paramount – they want to be able to place a bet quickly with the minimum number of clicks. Make it too complicated and before you know it the odds or the game situation have changed, and the moment is lost.

All of which means that operators need to make accurate and  personalised decisions at scale in real-time.

Building dynamic experiences using Player Wealth Data

The intelligent CRM solutions adopted by most operators nowadays mean that we’ve moved beyond ‘one-size-fits-all’ approaches, to a situation where AI powered intelligence can get the right bet to the right player at the right time. But even these solutions are only as good as the data that powers them. Static segmentations and broad rules can limit revenue potential and player engagement.

beBettor’s player wealth scores rank players from 10, the wealthiest, to 1, the least wealthy. Using these scores allows operators to instantly understand player potential and dynamically adjust in-play experiences for high-, mid-, and lower-tier users. In particular, operators can intelligently adjust suggested stakes based on player wealth, increasing the likelihood of a one-click conversion. Using player wealth scores allows operators to push relevant, high-converting offers to players during key moments in live events, and reduce missed opportunities caused by rigid rules or flat limits.

What’s more, this is also likely to result in improved player retention, as more personalised and relevant experiences lead to greater satisfaction, and keeps players coming back for more live action.

In-play betting is fast, competitive, but rich with revenue potential. Every second and every click matters, and so getting the right bets in the hands of the right player at the right moment is crucial.  Wealth Scores empower operators to act faster, personalise deeper, and drive more value from their in-play betting campaigns.