bet-at-home adopts AI for enhanced customer engagement in regulated markets

Established iGaming operator bet-at-home, founded in 1999, has integrated Fast Track’s customer engagement platform across its sportsbook and online casino operations. This strategic move aims to more effectively manage customer engagement, loyalty, and bonus campaigns. This is particularly crucial for the numerous regulated iGaming markets where bet-at-home operates. Germany is one of the core markets for the company, which is listed on the Frankfurt Stock Exchange.

The new platform centralizes CRM, rewards, and Greco products through a single customer data model. This allows bet-at-home to centrally manage and automate its interactions with players. A key element of this integration is the adoption of Fast Track AI. This technology enables the CRM team to optimize workflows using AI and natural language prompts, marking a significant step in the company's customer engagement strategy.

Numbers and facts

bet-at-home is utilizing the Fast Track platform to manage customer relationships, gamification, and loyalty activities. The company is a well-established player in Europe, operating in online gaming since 1999, and is listed on the Prime Standard segment of the Frankfurt Stock Exchange. The integration of Fast Track AI is expected to significantly increase the efficiency of customer service through automated workflows.

Andreas Hackl, Head of Operations at bet-at-home, expressed his positive views on the new partnership:

“We needed a platform built for the realities of operating in regulated European markets, with the data foundation and agility to engage players consistently across our brands. Fast Track gives us exactly that, and we are excited about what this partnership will let us build for our players.” - Andreas Hackl, Head of Operations at bet-at-home

Simon Lidzén, Co-Founder and CEO of Fast Track, highlighted bet-at-home's reputation:

“bet-at-home has built one of European betting’s most recognised brands over more than two decades, and across exactly the kind of regulated, competitive markets Fast Track was built for. We are looking forward to the work ahead together.” - Simon Lidzén, Co-Founder and CEO of Fast Track

Background

The European iGaming landscape is characterized by increasing regulation. This necessitates that providers like bet-at-home meticulously design their operations to ensure compliance. Utilizing an integrated platform such as Fast Track aids in meeting the complex demands of player engagement and bonus programs. Especially in markets like Germany, where strict rules apply, a centralized system offers significant advantages. It enables consistent and transparent communication with players. The AI-powered automation promises not only efficiency gains but also a more personalized player approach.

Why it matters for German players

For players in Germany, this means that bet-at-home continues to focus on a modern and regulation-compliant approach to customer interaction. As a GGL-licensed (German Gaming Authority) provider, bet-at-home is subject to the State Treaty on Gambling 2021 (GlüStV 2021). This entails strict rules, including a monthly deposit limit of 1,000 euros and a bet limit of 1 euro per spin on slot machines. The use of cutting-edge technologies like Fast Track AI aims to ensure that bet-at-home adheres to these regulations. Simultaneously, these tools are intended to promote a responsible gaming environment. Data from LUGAS, the cross-state gambling supervision system, plays a crucial role in ensuring that limits are observed. Players can continue to rely on an attractive yet controlled gaming environment. The improved customer approach could also be reflected in more relevant bonus offers that comply with German requirements. This is an important aspect to ensure a safe and fair gaming experience. Players can expect reputable offers that comply with German law.

What it means for GGL-licensed casinos

bet-at-home's decision sends a clear signal to other GGL-licensed casinos. It demonstrates that investments in technology for regulatory compliance and enhancing player experience are essential. The German gambling landscape is highly regulated, requiring providers to find innovative ways to remain competitive. A central CRM platform integrating AI functions can help reduce operational costs while increasing efficiency in managing player data. Player protection also benefits, as better data allows for more informed decisions. This development could trigger a trend where other licensed German casinos adopt similar technological solutions to succeed in the complex regulatory environment of the GGL. Transparency and security are decisive factors for success, and new technologies can help optimally meet these factors.