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What’s the future of sports fan engagement look like?

The power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players is on nearly every US operator’s mind. But how do they activate sportsbook players that are not in the app or on-site? And how do they get more players back into session and create deeper brand engagement and higher gross gaming revenues? By monetizing the game play window before, during and after the game.
With billions of data points to parse – and millions of dollars at stake – operators need real-time data on what’s happening in session to deliver a sports-powered experience that starts with each match or game and turns it into the sports betting players’ personal playing field. That’s when they are most invested in supporting their favorite teams and players.
OtherLevels, a pioneer in developing sports engagement technology in the UK and Australia, is rolling out its Sports Engagement platform designed for US operators to help them understand when players are most engaged and reactivate and monetize out-of-session players with personal, relevant content. By capitalizing on the immediacy and excitement of the game and combining live odds, game state and previous betting behaviors, operators can extend the reach of their sportsbooks and increase GGRs. The next-generation digital marketing platform is designed to activate sports book players that are not in the app or on-site. We all know the power that live sports bring to the sportsbook experience and how it creates an infinite number of thrilling sports-powered engagement opportunities for players. With OtherLevels Sports Engagement, you capture those moments and transform your outbound owned media marketing into a dynamic sports-powered experience. The result is more players getting back into session, stronger brand engagement and higher gross gaming revenues. Â
OtherLevels Sports Engagement captures the immediacy and excitement of sport by monetizing the game play window, both before, during and after the game. It does this autonomously, 24×7, globally across all leading sports and leagues. That is a powered sports experience starting with each match or game and turning that into the sports betting players’ personal playing field. That is when they are most invested in supporting their favorite teams and players. When they are not in session with your sportsbook, Sports Engagement will reach out with personal, relevant content, combining live odds, game state and previous betting behaviors to activate and monetize their interest. That is meaningful sports-powered engagement, not pre-scripted or lifecycle/campaign messaging. It is live and real-time, reflecting the best moments from the contest, combined with the props and odds that we know are of interest.Â
OtherLevels is true sports-powered engagement; it’s all about the game. By combining real-time sports statistics, player betting history, up-to-the-moment odds, game state insights, and the best props, OtherLevels serves up the right proposition to the right player at the right time to drive sportsbook app/site sessions and betting activity. Â
For an operator, you extend your reach by reaching all the players anytime, anywhere, with their favorite sports and games, not just for tent-pole events, generating increased sessions and GGR. You amplify your brand and stand above the competition by extending the rich, immersive sportsbook experience with a compelling premium outbound messaging experience. Finally, you also manage operating costs – why pay to re-engage using paid media when you can lower operating costs with autonomous 24×7 global engagement?Â
How does it work?Â
OtherLevels leverages sophisticated publishing and decisioning processes to deliver real-time marketing messages and betting propositions to offsite sports bettors globally. The publishing engine integrates game scheduling, game data, game state, live odds, props and markets and player data to constantly create candidate messages specific to each game. The decisioning engine then filters the candidate messages into outbound communication specific to each player, based on activity signals, propensity modeling, personal preferences, operator preferences, current bets, channel, message volume and cadence, and regulatory and responsible gaming requirements. The result is compelling personalized and relevant outbound messages being delivered autonomously 24×7.Â
Who benefits?Â
Sports books:Â
More effective sports betting player activation and out-of-session activation mean increased GGR and margin. With OtherLevels outbound marketing, you get more players in-session. You also capitalize on the excitement of their personal playing field to reach long-tail players with their favorite sports, not just selective tent-pole events. Operating costs are reduced as activation is using owned, not paid media and lifetime value increases over and above what can be achieved with traditional lifecycle-based CRM systems. And most importantly, your outbound messaging stands above your competitors in an increasingly crowded market.Â
Sports betting players:Â
Sports fans and players get more relevant, compelling content and betting opportunities delivered to them automatically for their personal playing field. It is personalized, relevant, compelling and live. It feels like an extension of the sportsbook experience and re-activates them back into session.Â
How does OtherLevels fit in with the sports betting industry in the US?Â
Instead of bringing the game and the playing field to the sports betting player, sports books are leaning on CRM marketing tools developed for other industries such as retail, travel and finance for their player activation and outreach strategies. And all along, the data and content they need to construct truly sports-powered engagement are at their fingertips. Â
OtherLevels Sports Engagement uses that data to reactivate and monetize out-of-session players by capitalizing on the immediacy and excitement of the game to drive increased revenue and extend the reach of sports books. Â
Latest News
Arizona Department of Gaming and Arizona Lottery Announce Proclamation Recognizing September 2025 as Responsible Gaming Education Month

State agencies join forces to raise awareness, promote prevention, and provide tools for safe and responsible play.
The Arizona Department of Gaming (ADG) and the Arizona Lottery are proud to announce a joint effort in support of a new Proclamation recognizing September 2025 as Responsible Gaming Education Month in Arizona.
Responsible gaming is about ensuring that individuals who choose to play have the tools, resources, and knowledge they need to make informed decisions and enjoy gaming as a form of entertainment. While problem gambling initiatives focus on helping those already experiencing harm from gambling, responsible gaming emphasizes prevention by encouraging healthy play behaviors before they reach a critical point.
Throughout September, and continuing in the months ahead, the ADG and Arizona Lottery will work together to strengthen education and awareness initiatives. The goal is to equip players with strategies and resources that help them keep gaming fun and safe, while helping reduce the risks associated with problem gambling.
“For over 30 years, the Arizona Department of Gaming has safeguarded the integrity of gaming through strong consumer protections, enforcement against illegal operators, and support services for those impacted by problem gambling,” said Jackie Johnson, Arizona Department of Gaming Agency Director. “During Responsible Gaming Education Month, we remind everyone that part of playing responsibly is being informed—always double-check before you place your bet to ensure you are using a legal, regulated operator at gaming.az.gov/checkyourbet.”
The Arizona Lottery also remains steadfast in its commitment to responsible play and has a Level 2 certification with the World Lottery Association for responsible gaming. Lottery games benefit the people of Arizona by generating critical revenue that funds education, healthcare, environmental conservation, and economic development. At the same time, the Lottery prioritizes the well-being of its players. Each ticket includes clear odds of winning, vending machines display game odds, and the 1-800-NEXT-STEP helpline is featured across Lottery products and advertising.
“We are proud to deliver entertainment that benefits communities across our state, while recognizing our responsibility to promote safe play,” said Alec Thomson, Arizona Lottery Executive Director. “Through transparency and awareness, we want every player to have the tools they need to make informed decisions and enjoy the Lottery responsibly.”
As Arizona observes Responsible Gaming Education Month, ADG and the Arizona Lottery encourage all players to stay informed, know their limits, and seek help if needed. Together, we can ensure that gaming remains a source of entertainment that strengthens, rather than harms, Arizona communities.
For more information and resources, visit gaming.az.gov/ResponsibleGaming or ArizonaLottery.com/ResponsibleGaming. If you or someone you know may be struggling with problem gambling, call or text 1-800-NEXT-STEP for confidential support available 24/7.
Canada
absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

Internet Gaming Operator by the Alcohol and Gaming Commission of Ontario (AGCO).
This significant milestone authorizes absolutebet to offer regulated iGaming services in Ontario’s legal market under the oversight of AGCO and iGaming Ontario (iGO).
The registration marks a key step in absolutebet’s mission to bring a trusted, responsible, and innovative online casino experience to Ontario players. absolutebet is committed to operating with integrity and transparency, meeting all provincial standards for player protection, responsible gambling, anti-money laundering, and game integrity.
“Securing AGCO registration is more than a milestone—it’s the start of absolutebet’s journey in one of the most exciting regulated markets in the world,” said Chen Truman, Founder of absolutebet. “We are building a brand that will grow with the Ontario community and set the stage for future expansion.”
On the regulatory milestone, Krisztina Kalla, Legal & Regulatory Compliance Advisor of absolutebet, commented: “I’m incredibly proud to see all the hard work behind this license pay off. Securing AGCO registration has taken months of preparation and close collaboration with regulators and partners. I am very happy to see the result of that work, and even more excited as we move into the launch phase and open up the absolutebet community to Ontario players in a fun and responsible way.”
Ontario is recognized as one of the most competitive and fast-growing regulated iGaming markets in North America. With AGCO registration secured, absolutebet will move forward with the final stages of its iGO onboarding process in preparation for launch.
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Woodbine partners with 1/ST for Pegasus World Cup Filly & Mare Turf Qualifier

Woodbine Entertainment has announced a partnership with 1/ST that will see the bet365 Dance Smartly Stakes (G2) become a qualifying race for the Pegasus World Cup Filly & Mare Turf Invitational Stakes (G2).
The winner of this year’s $200,000 bet365 Dance Smartly Stakes at Woodbine Racetrack will receive an automatic invitation to the 2026 $500,000 Pegasus World Cup Filly & Mare Turf at Gulfstream Park in Hallandale Beach, Florida.
The Dance Smartly, to be held on Saturday, October 4 at Woodbine, will be contested at 1 1/16 miles on the bet365 Inner Turf Course and is part of a stacked card headlined by the returning $750,000 Canadian International (G1).
“We’re pleased to partner with the team at 1/ST Racing to add this unique bonus to the Dance Smartly,” said Tim Lawson, Vice-President of Thoroughbred Racing for Woodbine. “Pegasus World Cup Day has become an outstanding showcase of our sport and it’s exciting that the opportunity to be part of it will be connected to a prominent race on one of our biggest days of the season.”
The 2026 Pegasus World Cup will celebrate the 10-year anniversary of racing’s leading luxury, lifestyle and sporting event. The Pegasus World Cup debuted in 2017 as part of 1/ST’s mission to excite, energize and modernize the sport of racing for a new generation of fans and to provide lucrative opportunities for Thoroughbred owners and trainers. The event annually attracts the sport’s biggest names and is viewed globally.
“We’re thrilled to partner with Woodbine in linking the Dance Smartly to Pegasus World Cup Day,” said Aidan Butler, President of 1/ST. “This collaboration strengthens the global profile of both events, while providing horsemen and fans with a world-class pathway from Toronto to South Florida.”
The 2026 Pegasus World Cup will be held in January.
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