Sunbet Italia adopts Fast Track CRM to unify player management

Sunbet Italia, an Italian online sports betting and gaming operator holding an ADM concession, announced on 20 October 2026 that it has adopted Fast Track CRM, a platform for centralised management of CRM and player engagement activity. The operator is managed by Betpremium S.r.l. and is part of the Sun Bet group.

Sunbet Italia offers sports betting, casino, live casino, poker, bingo, virtual games and horse racing. Its online activity operates alongside the group's network of physical retail points. The company said the platform is intended to improve operational efficiency, the management of CRM campaigns and the personalisation of the player experience.

According to the announcement, the operator's team can now manage CRM activity in a single environment using real-time data and the functions of Fast Track's Singularity model. The company said the technology moves beyond segmentation based only on user groups, introducing individual personalisation that adapts communications and interactions to each player's characteristics and behaviour. Sunbet Italia said the unified view of the player supports more relevant and coordinated communications in line with applicable rules and responsible gambling principles.

Fast Track AI, the company's artificial intelligence solution, allows the team to interact with the platform through requests in natural language, including Italian. The company said AI agents can support entire CRM processes, from data analysis and identification of user segments to campaign configuration and distribution across communication channels. The activities remain under the control and supervision of the Sunbet team, which can verify, approve and monitor operations according to its organisational needs and internal procedures.

The CRM director of Sunbet Italia said players use several products, moving between sports betting, casino, poker and bingo, and that until now the available tools managed these activities separately, making it harder to obtain an overall view of player behaviour. The director said the team can now manage this information on a single platform, improving the effectiveness of CRM activity, and that interacting with the AI platform directly in Italian simplifies and speeds up daily work.

Simon Lidzén, co-founder and CEO of Fast Track, said Italy is one of the most regulated markets in the sector and that Sunbet has developed a broad and diversified offer within it. He said the technology provides the team with real-time data, one-to-one personalisation and Fast Track AI.