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Are your CRM tactics World Cup Ready?
With the Qatar World Cup fast approaching we spoke to Thomas Aigner, Head of Business Development at Ibex.Ai about how operators can begin to revolutionise their CRM tactics ahead of the biggest sporting event of the year. Here we explore the opportunities available for operators choosing to modernise their approach to CRM marketing and make use of personalisation and automation developments in this sector.
The World Cup not only represents the biggest sporting event of the year but also provides opportunities for operators to create engaging promotions to retain existing customers. Many players may visit a casino or sportsbook platform infrequently with events such as the highly anticipated World Cup being the perfect opportunity to reintroduce these players to the content, bonuses and promotions available on your platform. Introducing Artificial intelligence can re-activate these players and keep them engaged through the use of machine learning and AI-powered personalisation and automation allowing operators to optimise the CRM process and limit the likelihood of players using competitors’ websites. This also allows operators to begin reaching players using the correct channels, especially important as we enter a period of increased sports betting.
Assuming a great acquisition strategy is already in place, the big differentiator in creating a successful CRM campaign is offering players a fully personalised experience. This means showing the content that resonates with them to engage with their interests and this is what will fundamentally aid in their retention in comparison to a competitor’s campaign. Typically, this is achieved using segmentation and defined target groups, with many customers within a group being targeted using the same campaign. This may provide an illusion of personalisation however at this level of granularity true personalisation through segmentation cannot be achieved. Fundamentally what may work for one player cannot be extrapolated to work for all and with such a popular sporting event taking place, these concerns need to be resolved.
It is presumed that the solution to this problem is creating additional segmentation groups with smaller and smaller groups being created and targeted. However, this becomes unscalable very quickly especially when an operator has multiple brands, trades across jurisdictions, has numerous CRM teams or has seen a recent increase in its player base whether through natural growth, affiliate opportunities or sporting events such as the World Cup. The segmentation currently used again doesn’t resolve the problem of personalisation. To answer this issue of personalisation the ecosystem has already begun modifying the CRM practices that it uses and introduced artificial intelligence and machine learning into the process. AI allows the tracking of players on an individual basis to determine what campaigns they interact with and what engages with them be that the content offered by a casino, a match deposit bonus or a particular game. In contrast to the segmentation approach AI also allows the CRM process to be fully automated with no need for managers to oversee this work or control workflow and no manual scheduling needed to initiate communication. The insights gained from the use of AI will be key to reintroducing customers to your platform to place bets during the World Cup.
Additionally, the World Cup will see operators increasing their spend on CRM to attract existing customers, however, utilizing AI and more specifically Ibex.ai operators can save money in this department. Players that are communicated with via an email marketing campaign will only be triggered if this communication will result in a positive spend for the operator when using Ibex. This negates overspending on customers who may not prove to be profitable and actively encourages the use of a smarter way of budgeting around CRM allowing for additional money to be saved. This process also avoids the ever-present and growing bonus abuse problem with users who seek these loopholes not being targeted by the AI and in turn reduces the costs of campaigns.
The email marketing campaign is also a key part of the CRM calculations used before generating messaging for a prospective customer. Timing and using the correct channel to reach an existing consumer is key for them to engage with the content and this is compounded during a month-long sporting event. Email campaigns, SMS, push notifications and more can be used to reach a customer however the timing of this messaging is also key. If they typically respond to a campaign during the evening marketing focused on an upcoming football match will need to be communicated the night before rather than on the day to encourage interactions throughout the month. Ai considers the timing and most useful channel to use prior to communicating with a player.
It is a guarantee that operators are asking themselves how they will manage their CRM practices during the World Cup and Ibex.Ai are offering a trial period to perspective operators looking to upgrade their services. This requires no initial integration and can deliver all your CRM needs before the first whistle blows on top of the current systems you have in place. We ask you to challenge the status quo and don’t simply reuse the same CRM tactics used for the last world cup to retain customers. As many competitors have begun to take advantage of the automation and personalisation offered through Artificial Intelligence, don’t fall behind. We can provide prospective clients with a trial focused on their churned players to provide insight as to the deliverables of our AI-powered services.
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BETBY EXPANDS E-SIM PORTFOLIO WITH TWO INDUSTRY-FIRST TITLES: eTABLE TENNIS and eFOOTVOLLEY
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BETBY, the leading sportsbook supplier, has expanded its proprietary esports feed, Betby.Games, with the launch of two brand-new e-sim titles: eTable Tennis and eFootVolley. Both releases mark a major milestone in BETBY’s commitment to delivering fair, authentic, and localised esports content that enhances 24/7 engagement for operators and players worldwide.
Representing a world-first for the industry, the eTableTennis title, entitled TTX CUP, introduces a completely new vertical to esports betting, with an authentic, fully fair, and transparent experience. The game features realistic physics, true-to-life gameplay, and zero-second betting delay, offering instant bet placement for one of the fastest-paced sports.
Each match follows the classic table tennis format of five sets to 11 points, with over 20 betting markets and high betting limits comparable to elite-level competitions such as the Champions League. Launched initially with two tournaments, TTX CUP delivers more than 1,500 matches per month, running 24/7 with no streaming delay, ensuring full transparency and player trust.
Aligned with the WTT Finals Hong Kong, one of the sport’s premier real-world events, the release allows operators to engage users during off-hours through a seamless, always-on e-sim.
BETBY’s second new title, eFootVolley, further strengthens its “go-local” approach by focusing on Brazil’s fast-growing futevôlei scene, one of the country’s most culturally resonant sports. The game replicates the official Liga Nacional de Futevôlei, following a five-set format (up to 11 points) and an average match duration of around 20 minutes, with 20+ available betting markets.
Launching in sync with the final stage of the real-world Liga Nacional de Futevôlei, eFootVolley provides an ultra-localised, 24/7 betting experience, reflecting BETBY’s strategy of blending authenticity with constant engagement. Following the success of eVaquejada, this release reinforces the company’s dedication to creating content that speaks directly to local audiences and their sporting passions.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, commented: “With TTX CUP and eFootVolley, we’re breaking new ground in esports simulations. TTX CUP sets a new benchmark for integrity and realism in table tennis betting, while eFootVolley demonstrates our ongoing commitment to localised, culturally relevant content. Both titles reflect the Betby.Games vision to provide operators with high-frequency, fair, and engaging titles.”
The Betby.Games portfolio now features 25 proprietary titles, covering 80+ tournaments and over 400,000 monthly matches across multiple sports.
The post BETBY EXPANDS E-SIM PORTFOLIO WITH TWO INDUSTRY-FIRST TITLES: eTABLE TENNIS and eFOOTVOLLEY appeared first on European Gaming Industry News.
Reading Time: 2 minutes
Continent 8 Technologies, a leading provider of cutting-edge managed IT solutions designed for the global iGaming and online sports betting industry, announces the promotion of David Brace to its executive leadership team.
In his new role, Brace will serve as practice lead for AWS solutions, spearheading the company’s continued expansion and innovation within the Amazon Web Services (AWS) ecosystem.
The news follows Continent 8’s selection as an official AWS Solution Provider under the Solution Provider Program (SPP). This has enabled Continent 8 to augment its AWS portfolio, including Managed AWS Workloads, Managed Hybrid Network and AWS Cloud Migration.
Michael Tobin, CEO and Founder at Continent 8 Technologies, said: “Over the past eight years at Continent 8, David has consistently demonstrated a deep and nuanced understanding of technology, infrastructure, and the regulatory landscape – both on industry panels and directly with our customers. His expertise is widely respected, and this promotion is a well-earned recognition of his contributions.
“David’s elevation to the executive team comes at a pivotal moment for our business, as we sharpen our strategic focus on cloud innovation. He is the ideal leader to drive our AWS practice forward, bringing vision, experience, and a customer-first mindset. With continued investment in this area, we’re committed to delivering AWS solutions that are secure, scalable, and tailored to the unique demands of the iGaming sector.”
David Brace, Chief Alliance & Partnership Officer, AWS, at Continent 8 Technologies, added: “I’m honoured to join the executive team and lead our AWS practice. The iGaming industry is evolving rapidly, and cloud adoption is central to that transformation. Our goal is to simplify the journey for our customers – whether they’re launching in new markets, navigating regulatory frameworks, or scaling their operations globally. With AWS and Continent 8’s combined capabilities, we’re uniquely positioned to deliver.”
Continent 8 has vast experience in delivering AWS solutions to the industry. The company has already delivered 90% of AWS Outposts in the industry to major brands in the regulated betting and gaming market, including FanDuel, Fanatics Betting & Gaming, and Hard Rock Digital.
Meet David Brace and members of Continent 8’s AWS practice at AWS re:Invent 2025, 1-5 December in Las Vegas.
The post Continent 8 promotes David Brace to Executive Team appeared first on European Gaming Industry News.
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Zero horsepower, maximum chances to win: Allwyn and the McLaren F1 Team launch world’s first Scratch Car
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Introducing the world’s first race car designed to be scratched! Allwyn, the lottery-led entertainment company, has teamed up with the McLaren F1 Team to create the one-of-a-kind ‘Scratch Car’ to celebrate this weekend’s Grand Prix and inspire people everywhere to take a chance.
The life-sized model of an F1 car was unveiled by McLaren F1 Team driver Oscar Piastri at the LINQ Promenade on the Las Vegas Strip. The Scratch Car invites fans to scratch the surface of one of 970 panels to win exclusive McLaren F1 Team experiences and prizes.
The car designer swapped a spanner for a pair of scissors to build the engineering masterpiece. Designed and hand-built with meticulous precision by paper artist and motorsport enthusiast Florian Weber, better known as Paperlegend, the car is made up of 970 individual scratchable panels, each printed in the McLaren F1 Team’s iconic papaya orange. Taking weeks to build, the unique installation will be open for racing fans to visit and scratch at the LINQ promenade in Las Vegas over two days, from its launch on Tuesday 18th November through Wednesday 19th November.
Fans who can’t make it to Las Vegas can join in via an online Scratch Car experience, allowing people to virtually scratch their own digital McLaren F1 car for the chance to win. The hero prize promises one lucky online winner a once-in-a-lifetime opportunity to visit the McLaren Technology Centre in Woking, UK – and not only meet a McLaren F1 Team driver, but have their own race suit signed by them.
Pavel Turek, Chief Officer Global Partnerships at Allwyn, said: “Being an Official Partner of the McLaren F1 Team enables us to bring the entertainment and excitement of the sport to even more people. Our Scratch Car is just one of the ways we are helping fans across the world get closer to the F1 action, with the chance to win once-in-a-lifetime McLaren F1 Team prizes and experiences. We believe that taking a chance gives you one, and this world-first installation celebrates that spirit in a fun, creative way.”
Florian Weber (AKA Paperlegend), the artist and designer behind the Scratch Car, said: “F1 drivers have to be incredibly precise but also willing to take chances and that’s what makes the Scratch Car such a perfect embodiment of the feeling of winning. It’s a piece of art that celebrates both precision and the thrill of taking a chance.”
Louise McEwen, Chief Marketing Officer at McLaren Racing, said: “At McLaren Racing, we are continually exploring new and unexpected ways of connecting with our fans in a fun and engaging way, and that’s what our Scratch Car activation with Allwyn does. We can’t wait for people to see it come to life, whether that’s on the ground in Las Vegas or online.”
Fans can visit the Scratch Car from Tuesday 18th until Wednesday 19th November at the LINQ Promenade, just moments from the racing track, or scratch a digital version online at Allwyn Global’s Instagram page until Tuesday 25th November.
The post Zero horsepower, maximum chances to win: Allwyn and the McLaren F1 Team launch world’s first Scratch Car appeared first on European Gaming Industry News.
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