Coolbet partners with Golden Whale on AI-driven player engagement

Coolbet has signed a commercial partnership with Golden Whale to deploy machine learning and AI tools aimed at improving player engagement and optimisation, the companies said on 15 October 2026.

Golden Whale will provide its Foundation™ optimisation platform, which the supplier says continuously processes live player data to generate predictive insights including player value, churn risk and behavioural intent. The company said the technology and its Smart Functions library can be integrated into an operator’s existing platform, CRM and data infrastructure, with deployment intended to support faster decision-making “within the boundaries of regulation.”

The agreement also includes BonusPilot™, which Golden Whale positions as an alternative to rules-based incentive management by selecting rewards and offers at an individual player level. The supplier said the approach can help multi-market operators reduce manual processes and improve bonus spend efficiency.

Coolbet was founded in Tallinn in 2016 and operates across eight countries and three continents, spanning sportsbook, esports, casino and poker. The operator won Operator of the Year (Medium) at the 2026 SBC Awards in Lisbon.

Eberhard Dürrschmid, CEO of Golden Whale, said: "Operating successfully across multiple markets brings enormous opportunities, but also a level of complexity that conventional approaches to player engagement simply aren't equipped to handle.

"Coolbet has already built a fantastic international business, and we're excited to give its team the tools to take things even further. We believe fully bespoke and automated decision intelligence should be at the heart of how modern operators make shape their go-to-market strategies, and this relationship is a great example of how that ambition can translate into real commercial value."

Tero Holopainen, Head of Product, Casino & Games at Coolbet, said: "Technology has always been central to how we operate, but what matters most is how we use it to deliver a better experience for our players.

"Golden Whale brings a level of sophistication that opens up some exciting possibilities for our business. Their decision intelligence approach extends the work we are already doing in a natural way, and we plan to build on that step by step. Being able to anticipate player needs, respond more effectively and make better use of our resources will be incredibly valuable as we continue to grow and strengthen our position across international markets.”