As sportsbook offerings expand and become more complex, so must the player experience. Transforming player engagement strategies with real-time data and predictive models and delivering personalised content to enhance the player experience was a key theme of Kambi’s Festival of Sportsbook 2025 online conference.
In particular, the session ‘Solving the 바카라er Engagement Challenge’ focused on the perennial topic of balancing acquisition volume with long-term player value. Panellists included Joe Plunkett, Head of Sports Personalisation at Vaix; Ray Pratt-Clarke, Partner Manager at Kambi; Ulrik Restorp, SVP Product Shape Games; Adam Wilson, Founder and CEO of Splash Tech; and Robbie Sexton, Director of Partnerships and iGaming Xtremepush.
Experts and practitioners discussed behavioural data analytics and AI-powered personalisation, game content rotation based on player preferences and other innovations that are becoming mainstays. ‘We’ve seen time and time again that the more personalised real-time experience we can deliver, the more it will drive player retention and loyalty,’ Sexton began the conversation.
The value of personalised notifications
Legacy technology stacks can constrain some operators, Sexton says. They can be ‘hostage’ to legacy systems or even ‘victims of their success’ – scaling quickly but building on an unsustainable foundation. Such an approach can limit their strategic flexibility and the quality of experience they can offer players. Strengthening this foundation is essential; once it is in place, operators can take a more dynamic approach to engaging with players.
When it comes to registration, the aim is to make the process as smooth as possible. However, if a player drifts away—say, between account creation and their first deposit—it’s essential to take action promptly. A personalised notification within five minutes can make a big difference.
In particular, comparisons have been made between the complex KYC process on regulated betting markets and the instant registration process on platforms such as Spotify and Netflix. Entertainment platforms tailor content based on user preferences, while the betting industry only seeks to replicate this within regulatory constraints.
At the early stages of interaction, it is necessary to understand the player and clearly communicate the unique advantages of the operator, the expert continues. It is also crucial at this point to evaluate the player’s potential value. ‘Predictive AI modelling plays a key role here, helping operators identify high-value users early on and tailor their experience accordingly,’ Sexton concludes.
The role of UI in player retention
Forcing users to exit the sportsbook app to check stats creates a significant risk of attrition. If these stats and betting analyses are integrated into one app, it offers a massive advantage for player retention and engagement, experts agreed.
Sexton emphasised the importance of notifications, such as results, statistics, or betting updates, delivered directly to the user’s phone screen. ‘These little real-time touches can keep players coming back to your app rather than leaving for your competitors,’ noted Sexton.
The discussion also touched on user experience. ‘It’s not just about making the interface look good – it has to work well, especially in markets where users often use mid-range Android devices and low-speed connections. Poor app performance, long loading screens, or crashes create opportunities for other operators,’ explains Wilson.
Behavioural data at the heart of loyalty
The conversation then turned to the topic of ‘sticking,’ i.e., keeping users loyal and engaged for the long term. According to Plunkett, real-time behavioural data underpins this relationship. By analysing behaviour, sportsbooks can offer a dynamic, personalised experience that is relevant to the user.
The panellists are unanimous that creating a personalised, high-performing and content-rich app is central to building player loyalty and long-term value.
Two strategic directions for bookmakers
Speaking about the future, the panellists highlighted two strategic directions for operators. The first is the introduction of a dynamic loyalty programme that allows operators to manage and customise their reward systems fully. The second is the development of a flexible front-end platform, designed with modularity in mind, that can tailor the user interface to each player based on recommendations and behavioural data.
This personalised approach aligns with broader trends, particularly among younger players. A new generation of bettors expects a simplified and highly customised experience. As Restorp noted, the typical sales funnel no longer suits the player whose attitude is, ‘If you don’t give me a unique experience, I’ll go elsewhere.’
The panelists concluded that player engagement is no longer a separate function – it’s a holistic mindset. Operators who continue to innovate, collaborate, and build on player needs and behaviours will succeed.
This article was first published in Russian on 17 June 2025.
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