THE NUMBERS DON'T LIE: AI Personalisation is Transforming Sportsbooks
Often used as a buzzword but rarely implemented effectively, personalisation is becoming an increasingly decisive factor in both user experience and operator success.


As sportsbooks compete for attention in an increasingly saturated market, generic solutions and one-size-fits-all offerings just don’t cut it anymore. Bettors now expect tailored content, relevant recommendations, and intuitive navigation that reflects their preferences in real time. More than making platforms look smarter, the true differentiator lies in making them feel smarter: adaptive, responsive, and personally relevant.
 
This shift towards deeper personalisation is no longer just theoretical; it’s happening now. One of the clearest examples of it in action is BETBY’s AI Labs, a comprehensive suite of AI tools that is transforming how operators present content, and how players engage with it.
 
“What we’re seeing now is that users no longer want to scroll through generic event lists,” said Danil Emelyanov, Head of BETBY’s AI Labs. “They want content that resonates with them personally and AI is the only way to consistently deliver that at scale.”
 
 
Betting Tips Driving Engagement
 
One case where this transformation is most evident is in BETBY’s Betting Tips. Events supported by these AI-generated insights, which help bettors make more informed and confident decisions, consistently outperform those that aren’t. Based on our internal data, events featuring tips attract, on average, 91% more players than identical events without them. The contrast becomes even more clear when looking across operators: the same events see 126% more players and 160% more bets when tips are enabled.
 
These figures have been significantly influenced by the major Betting Tips upgrade introduced by BETBY in early 2025. The updated feature expanded its scope to cover nine sports, allowing users to diversify their betting strategies and explore content beyond the top leagues. Moreover, and unlike many suppliers that restrict tips to premier competitions, BETBY’s solution started delivering betting insights across all tiers, giving operators the flexibility to activate niche leagues and competitions based on their audience's needs.
 
However, these results aren't just about short-term spikes, since Betting Tips are also proving highly effective at retaining users over time. BETBY’s latest data shows that among players who placed their first Betting Tips-enhanced bets, nearly 40% are still actively using tips after 30 days. And among the broader user base, 20% show a clear preference for placing bets on events that include interesting facts or context. 
 
As Emelyanov puts it, “when you give users relevant insights, you’re empowering them. It builds trust and keeps them coming back for more. Tips are a key part of the experience.”
 
Transforming the Sportsbook’s Top Section
 
But tips are just one part of the story. In fact, the most remarkable results have come from personalising the sportsbook’s top section, where most users begin their journey. Today, 81% of all bets and 78% of turnover from BETBY’s sportsbook are generated by AI-powered top sections. This is a huge shift from the days of manually selecting and promoting events, which not only demanded constant attention from trading teams but often resulted in showcasing only the most obvious, near-starting matches.
 
With the support of AI, players place 21% more bets on average compared to users in manually managed environments, but they also tend to engage more strategically. The share of combo bets is higher — rising from 78% to 83% — and the time between bet placement and the scheduled event drops significantly, from an average of 530 minutes down to 383. These changes indicate a sharper, more intentional betting mindset.
 
Doubling the Content With New Betting Opportunities
 
The impact on the overall sportsbook structure is just as significant. With content recommendations being fueled by AI, BETBY saw more than double the number of events promoted with active bets: over 3,200 versus around 1,300 in manual ecosystems. AI-led personalization also expanded the number of sports from 21 to 40, and tournaments from 122 to 272, a clear increase in variety that has a direct effect on how users engage.
 
Previously, manual recommendation systems led users to explore a limited set of sports and categories, but since implementing AI-based personalisation, users have started interacting with a much broader selection of content. In fact, BETBY has seen a 90% increase in the number of sports explored, a 122% rise in tournaments, and a 139% jump in individual events viewed and bet on. According to Emelyanov, this shows that AI isn’t only optimizing existing habits but actively helping players discover new interests and betting opportunities.
 
“Diversity is a revenue opportunity,” the Head of BETBY AI Labs explained. “When users engage with new types of content, it opens up more betting possibilities and leads to longer-term retention. AI is a game-changer because it finds hidden content and brings it to the surface.”
 
 
More Confident Users Mean Deeper Betting
 
BETBY noticed as well a 6% uplift in combo bets placed on personalised events, further reinforcing the idea that personalisation supports deeper, more strategic betting. At the same time, the reduction in time between bet placement and event start — nearly halved — reflects how AI recommendations increase both player engagement and confidence.
 
For operators, one of the biggest advantages is how AI removes the excessive need for manual content curation.
 
“It’s virtually impossible to keep the top section relevant with manual effort because you end up only promoting the obvious: today’s popular events,” said Emelyanov. “With AI, you get ongoing real-time relevance and that unlocks a totally different level of engagement and loyalty from users.”
 
 
The Next Phase of AI Personalisation
 
Looking ahead, BETBY’s AI Labs is continuing to evolve. With more tool updates rolling out in 2025 that focus on behavioural prediction and dynamic segmentation, we are poised to set a new standard for personalized sportsbook experiences.
 
And if the current data is any indicator, the results will only improve from here. BETBY recently introduced another major Betting Tips update, becoming the first supplier to deliver insights for esports while offering the broadest tip coverage in the iGaming industry. On top of that, tip quality has seen a substantial improvement, with around 99% of all tips now featuring a relevant fact or statistic. This shift ensures clearer, more actionable insights, creating even greater value for operators and a more informed, immersive experience for bettors.
 
“The era of generic sportsbooks has come to an end,” Emelyanov concluded. “What we’re building at BETBY is the sportsbook of the future: one that understands its users, adapts in real time, and keeps raising the bar.”
 
Dingnews.com 11/07/2025

 


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