Sportsbooks use AI tools to engage and retain bettors
Deals & M&A1 min read
In brief
Bet365, FanDuel and Hard Rock are using artificial intelligence on the customer-facing side of their sportsbooks, according to the report. The report describes the tools as providing bettors with game-specific insights and help in building wagers.
Reaction to FanDuel's conversational AceAI was less uniformly positive. One tester said the tool "didn’t seem to be adding any value at this point". The testing sample was small, so it cannot establish broader customer preferences. Even so, the analyst argued that how well a tool is executed appears to matter, given the different reactions to Hard Rock and FanDuel.
EKG suspects the main commercial upside for operators is in keeping customers and engaging them. The analyst's argument is that if more of the researching and exploring happens within the sportsbook itself, that may spur wagering, return visits and stronger customer ties. Help with building bets could also potentially boost interest in high-margin wagers like parlays and same-game parlays.