Sunbet Italia goes live with Fast Track CRM platform

Sunbet Italia, the ADM-licensed Italian sports betting and gaming operator, has adopted Fast Track's CRM platform, the company announced. The operator, run by Betpremium S.r.l. within Gruppo Sun Bet, said the platform will let it handle customer relationship management and player engagement work in one central, joined-up system.

Under its Italian concession, Sunbet offers betting on sports and horse racing as well as casino, live casino, poker, bingo and virtual games, alongside the group's retail network. The operator said the platform is intended to improve operational efficiency, optimise how CRM campaigns are managed and offer players a more personalised experience.

The CRM Director at Sunbet Italia said customers engage with a range of offerings, including sports betting, casino, poker and bingo, and that the previous tools handled each one separately, which made it harder to get a full picture of player behaviour. The director said Fast Track provides a single platform to manage that information together, and that the team can work with the AI platform directly in Italian in natural language.

According to the announcement, Sunbet's team works from real-time data and the Singularity model, which shapes each player's experience individually rather than by segment. The team hands whole CRM workflows to agents, covering analysis, segmentation, campaign build and multi-channel delivery, while keeping control and oversight, with the ability to check, sign off on and track operations in line with its own organisational requirements and internal procedures.

Simon Lidzén, co-founder and CEO of Fast Track, said Italy is one of the most highly regulated markets in the industry and that Sunbet has built a broad and diversified offer within it. He said Fast Track provides the technology that lets the team support lasting growth, citing real-time data, one-to-one personalisation and Fast Track AI.

Fast Track describes itself as an AI-native technology company serving hundreds of companies worldwide, with offices in Malta, Sweden, Spain and the United States. Sunbet holds a licence from the Agenzia delle Dogane e dei Monopoli (ADM) and is run by Betpremium S.r.l., part of Gruppo Sun Bet.