The Fire Joker has returned, his blazing grin wider than ever. Hes back in control of the reels, where classic fruits and symbols light up under his fiery touch. But this time, theres more than just mischief in the air. The heat has intensified, the stakes are higher, and this scorching slot is cranked up to a full 100.
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The Fire Joker has returned, his blazing grin wider than ever. Hes back in control of the reels, where classic fruits and symbols light up under his fiery touch. But this time, theres more than just mischief in the air. The heat has intensified, the stakes are higher, and this scorching slot is cranked up to a full 100.

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The missing link: Transforming available data into hyper-relevant activation and engagement

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The missing link: Transforming available data into hyper-relevant activation and engagement

 

Brendan O’Kane, CEO at OtherLevels, reveals how transforming data into more relevant and sophisticated communications is hugely successful at activating and engaging customers.

Fewer than 100 days out from the start of the new NFL season, sportsbooks will be planning  their marketing strategies to maximize the engagement opportunities that the season brings.

A month after the Philadelphia Eagles go up against the Dallas Cowboys, the NBA season also gets underway. Both landmark dates will long since have been picked out by sportsbook marketing teams as hooks to reactivate existing customers.

However, OtherLevels recent research shows that a reliance on mass seasonal campaigns not only risks missing the target in terms of engagement and activation, but can actively alienate customers. Modern, digital-first customers are smart and savvy – and they see through and ignore generic communications.

Our findings showed that seasonal campaigning, driven by high-profile sports, is over-prioritised with individual customer behaviors and preferences heavily under-utilized. The study also highlighted a common gap where raw behavioral data – which all operators have access to – is not transformed into sophisticated content and media.

Activation and Engagement

To determine how effectively one of the leading US-based sportsbooks was creating relevant  communications for its customers, we conducted a two-month study of mobile engagement using the app push channel. The premise behind the research was that personalized, relevant and contextual communications lift activation and engagement in sports betting.

Our research team tracked two consistent customers who placed a total of 228 similar wagers on NFL, NBA, NHL, and EPL events. Both customers consistently bet on the same teams and props with consistent cash values.

Our expectation was that the sportsbook would leverage the repeated, predictable behaviour to tailor personalized communications.

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The results, however, showed a significant lack of personalization. Despite both of our users exclusively betting on professional football, basketball, soccer and hockey, 29% of communications failed to mention any of these sports.

A total of 23% of messages promoted college football or basketball, which neither customer had ever wagered on. Soccer, which accounted for 19% of total bets placed, featured in only 1% of communications.

A mere 7% of communications contained token personalization – most of which was attribute-based (customer name or location), with 93% completely lacking behavioral personalization. Crucially, the operator failed to use betting behavior to tailor content related to preferred teams, props, markets, or odds changes.

The research showed that there is a significant disconnect between what we expected in terms of personalized communications and what was delivered. It uncovers a prevalent challenge within the industry: the disparity between the availability of customer data and how to transform this into compelling content and media, suitable for use by a (generic) CRM platform.

To create campaigns that are more effective, customer data needs to be transformed into content and activation needs to be automated. This is not trivial – a personalization engine does not create content, it outputs a JSON data recommendation. Automation is equally challenging. Take the NBA as an example: given that there are over 1,300 games, without an automated content and media creation capability built for 24/7 sports, there is a fundamental gap between personalization recommendations and an exciting, in the moment, customer experience. A marketing team relying on a generic CRM platform, lacks the automated content capabilities to create sophisticated sports content and CTAs.

Customer-centric

At OtherLevels, our Experience Platform fills that gap. It combines operator or 3rd party personalized recommendations, live odds, historical betting behaviour, and match context to create 100% automated, hyper-personalized CTA communications, for delivery by existing marTech platforms.

The positive results of this approach are clear to see. For two of the operators we work with, this customer-centric approach to marketing communications resulted in a 16% uplift in engagement across the NBA last season, an 8% lift from NFL for outbound communications and a 30% increase in on-site interaction for sophisticated NFL content.

When sportsbooks gear up for major seasons like the NFL and NBA, a default reliance on traditional CRM platforms that cannot create compelling sport content at scale leads to suboptimal engagement and risks alienating customers.

Conversely, adopting a customer-centric approach that leverages betting behavior and an automated, cutting-edge content and media engine, creates automated, hyper-personalized communications. This approach has been shown to dramatically increase activation and engagement, highlighting a clear next step for more effective sportsbook marketing.

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Arizona Department of Gaming and Arizona Lottery Announce Proclamation Recognizing September 2025 as Responsible Gaming Education Month

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January Sports Betting Figures

 

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.

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absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

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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 milestoneit’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

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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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