SIS Signs Agreement to Deliver 49’s Live Numbers Draws Products in Africa Through Aardvark Technologies Platform

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49’s, 39’s and Fast 15’s to be available across retail and online

Sports Information Services (SIS), the leading multi-content supplier of 24/7 live betting services, has agreed a deal with platform provider Aardvark Technologies to supply its market-leading live numbers draws content to operators in Africa across both retail and online channels.

SIS-owned 49’s popular live numbers draws offers operators over 200,000 betting events every year including the world-famous 49’s Original Live Draw. 49’s has been a hugely popular brand for over 25 years and includes the market-leading fixed-odds live numbers product that provides online and retail operators globally with high-quality live draws presented out of Manchester, United Kingdom, twice daily.

New high-margin 39’s and high frequency Fast 15’s products feature draws taking place every three minutes to provide the most comprehensive offering in the industry.

All product information can be found on 49s, where bettors can access results, form and hot and cold balls that are updated in real-time after each draw. In addition, the 49’s brand has a very active social community across Facebook, Instagram and Twitter (@49sdraw) where presenters interact with the loyal fanbase multiple times every day.

The new multi-channel deal with Aardvark Technologies will allow operators in South Africa and other African territories to benefit from SIS’ leading 49’s content portfolio, which comes complete with revenue-boosting, round-the-clock betting opportunities.

The agreement enhances SIS’ reputation as a leading supplier across multiple verticals, further enhancing its footprint in the African market after previous deals with leading operators across the continent.

“49’s is already a big hit with bettors across South Africa, with the chance to win big from small stakes proving to be a highly attractive proposition,” the Head of Sales Africa for SIS, Joe Andrews, said. “We have placed a strong focus on enhancing our brand visibility and extending our product portfolio and reach across Africa that is rich with promise. This partnership with Aardvark Technologies will go a long way to doing just that.”

“We are always striving to improve our platform and to provide our customers with the widest variety of premium content across multiple verticals,” Simas Denisovas from Aardvark Technologies said. “Partnering with SIS and integrating its leading 49’s live numbers portfolio will ensure we continue to enjoy a commanding position across Africa, providing our operator clients with a regular stream of engaging, premium betting experiences.”

SOFTSWISS Sportsbook Teams Up With

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The SOFTSWISS Sportsbook is expanding its client network through a new agreement with With the strategic addition of a sports betting option to its portfolio, the online casino is committed to enhancing the player experience and diversifying its offering.

Created by crypto enthusiasts, offers players an exhilarating gaming experience with an extensive library of titles and innovative gameplay. Operating under a Curaçao licence, the project caters to a specific audience that prefers crypto over traditional fiat currency. The company distinguishes itself by providing betting options in the most popular crypto coins: BTC, BCH, LTC, ETH, DOGE, USDT, XRP, ADA, BNB, DAI, TRX.

Following the seamless integration between the online casino and the gamified sports betting platform, the SOFTSWISS Sportsbook, casino players now can enjoy betting on a vast selection of more than 200 sports, including esports, with betting odds provided by Betradar and In addition, sports fans can elevate their betting experience with a range of enticing bonuses, such as Freebet and Comboboost. will enjoy the advantage of receiving top-level SOFTSWISS support and technical assistance throughout the partnership. This support encompasses tailoring the platform to meet specific customisation requirements to incorporate new functionality requested by the client. What is more, also will have access to various player management tools, such as detailed betting statistics, flexible odds, event settings, and top-notch customer support.

Commenting on the partnership, Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, says: “Using our sports betting platform, will strengthen their business through enhanced engagement and a broader market reach, while players will have access to a wide range of sports, events, leagues, and tournaments. I am pleased to welcome a new partner and happy to mention that we will launch another joint project soon. Inspired by the trust placed in us by our new client, the SOFTSWISS Sportsbook team will continue to add new features to offer unique solutions that lead our clients to success and improve the gaming experience of bettors.”

The team adds: “We have a great opportunity to explore the benefits of the Sportsbook Platform and offer our players something new. Working with the SOFTSWISS team was seamless, and we look forward to the outstanding results of this collaboration. Thanks to our new partner for their continued support during all stages of integration.”

Being part of the product ecosystem, the SOFTSWISS Sportsbook offers clients a wide range of bonuses unique to the iGaming industry, and the ability to launch jackpot campaigns on sports events.



SOFTSWISS is an international iGaming company supplying ISO 27001-certified software solutions for managing gambling operations. The expert team, which counts 1,400 employees, is based in Malta, Poland, Georgia, and Belarus. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.


Novibet kicks off Irish Jumps season with Fairyhouse sponsorship

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Fairyhouse Racecourse’s first fixture of the new National Hunt season will be sponsored by Novibet.

The online bookmaker, who agreed its biggest ever sponsorship of a horse racing event by becoming the Official Betting Partner of the 2023 Tattersalls Irish Guineas Festival at The Curragh back in May, will sponsor the full card at Fairyhouse on Monday 2nd October and have naming rights to all seven races, entries for which can be found here:

The meeting looks set to feature high-class novice hurdle prospect Pour Les Filles, whose trainer Gordon Elliott commented: “I am looking forward to the first jumps meeting of the season at one of my favourite local tracks, Fairyhouse.

“I am delighted Novibet are sponsoring the entire card and I hope to relieve them of some of their sponsorship. I hope to have plenty of runners on Monday’s card and I would be looking forward to running Pour Les Filles in The 2nd To The SP Favourite at Novibet Maiden Hurdle.“

The deal marks a first sponsorship for Novibet at Fairyhouse, and Peter Roe, General Manager at Fairyhouse Racecourse, said“We are delighted to welcome Novibet on board as sponsor of our first Jumps fixture of the season. This is a new fixture for us, so it is great to have a new sponsor on board for a fixture that is likely to be informative for the year ahead and an exciting day’s racing.”

Karl Riley, Novibet’s Ireland Country Manager, said: “Stepping into the new Jumps season with sponsorship at one of Ireland’s premier tracks is really exciting. Fairyhouse is a great place to have a presence and we’re very much looking forward to the action getting underway next Monday.”

In addition to their sponsorship of racing in Ireland, Novibet are the proud sponsors of current UK Champion Jump Jockey, Brian Hughes, who provides a regular column:


Longlist Revealed For The William Hill Sports Book of the Year 2023 Award – and £30,000 Top Prize

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  • 18 books selected for the longlist including current professional snooker player Ronnie O’Sullivan, and three-time winner Duncan Hamilton 
  • 13 different sports featured including two fiction books
  • 100% growth for longlisted female authors

The longlist for the 35th William Hill Sports Book of the Year Award – the world’s most valuable literary sports-writing prize – has been revealed today (Thursday 28th September), featuring a diverse selection of sports from squash and snooker to swimming and surfing.

The 18-book longlist was selected from more than 150 entries following a rigorous judging process from a panel with expertise in both sports and literature including The Athletic’s Nancy Froston, sports presenter Matt Williams and William Hill’s Neil Foggin.

Books making this year’s longlist celebrate a diverse world of sports literature, covering tales and insight from 13 different sports. From gripping memoirs to thrilling narratives and insightful analysis from some of the most compelling sporting stars, the longlisted books have one common thread: a profound passion for sports and sporting literature.

Six female authors make this year’s cut, doubling the number from previous years.

Three-time William Hill Sports Book of the Year winner Duncan Hamilton is in the running for this year’s Award, alongside arguably one of the greatest snooker players of all time, Ronnie O’Sullivan.

The William Hill Sports Book of the Year 2023 Longlist (alphabetical by author surname):

  • 1923: The Mystery of Lot 212 and a Tour de France Obsession by Ned Boulting
  • Hope and Glory: Rugby League in Thatcher’s Britain by Anthony Broxton
  • Inshallah United: A Story of Faith and Football by Nooruddean Choudry  
  • Unfair Play: The Battle for Women’s Sport by Sharron Davies with Craig Lord
  • Good for a Girl: My Life Running in a Man’s World by Lauren Fleshman
  • The Silence of the Stands: Finding the Joy in Football’s Lost Season by Daniel Gray
  • Answered Prayers: England and the 1966 World Cup by Duncan Hamilton
  • Tinseltown: Hollywood and the Beautiful Game – a Match Made in Wrexham by Ian Herbert
  • Althea: The Life of Tennis Champion Althea Gibson by Sally H. Jacobs
  • Nazaré: Life and Death with the Big Wave Surfers by Matt Majendie 
  • Western Lane by Chetna Maroo


  • The Hard Parts: A Story of Courage and Triumph by Oksana Masters 
  • Unbreakable by Ronnie O’Sullivan  
  • Concussed: Sport’s Uncomfortable Truth by Sam Peters
  • On Days Like These: The Lost Memoir of a Goalkeeper by Tim Rich
  • Nowhere to Run: The Ridiculous Life of a Semi-Professional Football Club Chairman by Jonathan Sayer
  • Kick The Latch by Kathryn Scanlan
  • The Tour: The Story of the England Cricket Team Overseas 1877 – 2023 by Simon Wilde 


Award panellist and renowned sports broadcaster, Matt Williams said: “This year’s longlist showcases the diversity of sports and the many ways in which they inspire, entertain, and unite communities.

“We received an unprecedented number of outstanding entries from talented authors this year, including a high volume of contributions from both female authors and international writers. Whittling these down was no small feat, resulting in an historic moment for the Awards as we reveal a list of 18 longlisted books, which encompasses fiction and non-fiction.

“These remarkable titles explore the depths of sportsmanship, triumphs and challenges across the sporting industry including sexism, and the devastating effects that head injuries have on sportspeople. All the longlisted books not only have a great story to tell but their writing captivates the reader and is the best in sporting literature.

“I’ve thoroughly enjoyed reading so many inspirational books from the most talented of authors and I’m excited to see which of the 18 books comes out on top.”

Now in its 35th year, the William Hill Sports Book of the Year Award is dedicated to rewarding excellence in sports-writing and provides authors and publishers a platform to showcase and promote their book. The first William Hill Sports Book of the Year Award took place in 1989, earning it the title of the longest-established competition in the industry.

The shortlist for the William Hill Sports Book of the Year 2023 Award will be unveiled on 26th October, with the winner declared on 30th November 2023 at an official award ceremony at BAFTA 195 Piccadilly, London. The Award has a £30,000 cash prize for the winner and the shortlisted authors will each receive £3,000 and a leather-bound copy of their book.’s-remarkable-journey-at-sbc-barcelona-2023

DATA.BET’s Remarkable Journey at SBC Barcelona 2023

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Innovative eSports data provider reflects on productive presence and commemorates excellence

DATA.BET, a forward-thinking eSports data provider, is delighted to share the details of a highly productive trip to SBC Summit Barcelona 2023. This esteemed event, held at Fira Barcelona from September 20 to 21, brought together leaders from the iGaming and eSports sectors, providing a valuable platform for industry engagement.

Throughout the exhibition, DATA.BET welcomed industry professionals, esteemed partners and passionate eSports enthusiasts at the stand SB-160. The team participated in interviews, sharing insights and its latest business product launches. The company also sponsored the Esports Coffee Bar & Lounge zone, where attendees enjoyed coffee, food and beverages while conducting meetings. For two days, the team fostered valuable networking opportunities, discussed new partnership agreements and engaged in insightful conversations that further enriched the understanding of the industry’s needs.

One of the event’s standout moments was the participation of DATA.BET’s Chief Product Officer, Alex Kozachenko, in the Esports and More – Bringing Fresh Faces to the Betting Dance Floor panel discussion on September 21. During this session, Mr. Kozachenko shared invaluable insights into the ever-evolving landscape of eSports betting. He underscored the critical role of innovation and fresh perspectives in driving progress and success within this dynamic industry. In the evening, the team had the honor of attending the prestigious SBC Awards, where we joined industry peers in celebrating the accomplishments of deserving winners.

With this impactful presence at SBC Barcelona 2023, DATA.BET continues to shape the future of eSports data and betting, breaking new ground and paving the way for a dynamic and prosperous industry.

“Our participation at SBC Barcelona 2023 allowed us to engage directly with industry thought leaders, share our insights and contribute to meaningful conversations in the eSports betting space,” Kozachenko said. “We firmly believe that innovation and fresh perspectives are key drivers of progress in this dynamic industry.”


Boomerang Sportsbook at SBC Summit Barcelona: Simplifying Affilate Business and Initiating Great Collaborations

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Boomerang Bet underscored its position as an industry collaborator, offering to go beyond the usual market conditions by providing a personal approach and complete automation of business processes, along with ease of interaction for its partners.

Boomerang Sportsbook showcased its global potential to European and international partners at the recently concluded global betting and iGaming show, SBC Summit Barcelona. In the dynamic betting industry, Boomerang Sportsbook stands out with a simplistic yet efficient approach to traffic management. The brand unveils a streamlined partnership format, facilitating rapid global transactions with an annual payout turnover of €30,000,000. This collaboration is strengthened by transparent payout structures, adaptive to various business scales without earning limitations. Boomerang provides continuous multilingual support through dedicated support managers and detailed analytics tools, fostering mutual growth and success.

Boomerang Sportsbook’s expertise in converting clicks into deposits promptly sets it apart in the sector. This dedication not only simplifies various processes but also eliminates the need for partners to have in-depth   understanding of  betting.

During the SBC Summit, Aleksandar Tolsuzov, Key Account Manager-Operator at Raketech Group, a newly assimilated business partner stated, “I’ve been closely monitoring Boomerang Sportsbook’s progress for a great while. Their pioneering approach and consistent growth have piqued my interest. The SBC Summit Barcelona was the ideal venue to solidify our partnership, which I consider one of my most significant to date. I look forward to the heights this collaboration will reach.”

Initiating a contract with Boomerang is a streamlined process, concluded within a few hours, facilitating quick business promotions. Once onboard, partners can anticipate unwavering support, testament to Boomerang’s dynamic and adaptable business model, guaranteeing uninterrupted communication and exhaustive assistance to global partners through its 24/7 multilingual support service.

Boomerang is broadening its reach to foster meaningful dialogues and connections, particularly in the Emerging Europe region, including Central and Eastern Europe. This initiative, focused on inclusivity and democratic principles, aims to fuel innovation and growth, encouraging both social and economic progress in emerging markets.

“The SBC Summit Barcelona was focal point in affiliate discussions for us, serving as a platform for meaningful interactions with our partners, understanding their visions and expectations. We’re committed to maintaining an open line of communication, ensuring that our collaborations are mutually beneficial. It’s all about steering our partnerships towards shared success,” – Vitalii Prokofev, CEO of Boomerang Partners Boomerang Sportsbook, commented.


Star Guests Boost Viewing Figures as Successful Big Sam Show Provides Returns for William Hill

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Checkd Media production No Tippy Tappy Football with Sam Allardyce makes headlines and hits 750,000 short-form views as show returns for second season

Sports content specialist Checkd Media has enjoyed record-breaking figures from its latest run of the successful William Hill-sponsored show No Tippy Tappy Football with Sam Allardyce generating over 750,000 short-form social views across the first five episodes.

Having proved to be a major hit across Checkd’s Footy Accumulators social channels both before and after the World Cup last season, the show featuring leading names from the football world recorded 4.63 million impressions in the opening month of 2023/24 and just under 350,000 YouTube views.

On its return for a second season, star guests have included Jermain Defoe, Steve Bruce and Alan Stubbs with the latter episode in particular generating major coverage in Scotland thanks to the ex-Celtic player’s experiences of referees in ‘Old Firm Derbies’ in a chat with stand-in host Tim Sherwood.

Former Tottenham and England star Les Ferdinand was the latest scheduled guest to appear with his episode going out on YouTube and across the regular audio channels last weekend.

The first month of shows generated an impressive number of stakes for William Hill as casual bettors took advantage of the tips promoted within the content.

A further range of high-profile guests have been lined up to provide exclusive insight, opinions and anecdotes for the remainder of the season.

“We enjoyed a lot of success in creating an open, honest and engaging discussion with some of the game’s best names in the first season of No Tippy Tappy Football with Sam Allardyce and it’s fantastic to have hit the ground running in 2023/24,” UK Media Director for Checkd Media, Will Tyrrell, said. “With Sam Allardyce on board again to share his influential opinions on the game, we have attracted a range of excellent guests with the content produced making waves both on social channels and across traditional media. We are very grateful again for the support of William Hill as we continue to provide quality entertainment as well as insightful betting selections for viewers.”

“No Tippy Tappy Football with Sam Allardyce continues to provide compelling viewing for football fans and it’s great to have it back for a second season,” the Head of Sponsorship, Social and PR for William Hill, Daryl West, said. “The guests we have had on already have been big hitters, providing suitably weighty opinions, and we look forward to generating more positive results moving forward.”


Strategies for Cultivating Player Engagement: Insights from Head of SOFTSWISS Sportsbook Alexander Kamenetskyi

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Alexander joined the company in May 2020. He has more than 26 years of experience in Sports Betting and Gambling. His expertise lies in betting trends, iGaming sports industry analytics, product development, and product team management.


From your perspective what are the most significant issues confronting betting and gaming companies?

Within the iGaming industry, two core objectives take centre stage: player attraction and player retention. In this context, two pivotal aspects demand our attention.

Firstly, if we take a closer look at the strategies and products of B2B companies, it becomes quite evident that many of them grapple with truly understanding what players really need. Secondly, in the world of betting, it’s not just about offering a product, it’s about making sure that product actively engages players.

What is more, it’s imperative for a bonus system to operate like a well-tuned instrument in the operator’s hands. It should allow them the flexibility to finely adjust the player journey from the moment they step into the project and keep them engaged for the long haul. We are talking about creating an environment where players are not just involved but genuinely interested.

At the same time, we understand that players may want to explore other gaming projects. Our key objective here is to ensure that once they switch to another platform, they immediately come to realise that our bonus system offers a more captivating and user-friendly experience. They might not be able to explicitly explain why, but they will unmistakably feel the distinction. This remains the foundational principle behind our development efforts.


What do you think about such methods of keeping attention, as gamification?

We all have this inner child inside us, right? And we often end up telling that inner child to put away the toys. That’s where gamification steps in. It’s like this cool trick where even apps that have nothing to do with games sneak in some fun stuff.

In the financial sector, there’s this interesting bank app that cleverly incorporates gamification principles. Now, you might think banking is far from gaming, but this app offers some cool incentives. Imagine getting extra cashbacks, cool avatars, and bonuses just for using the app actively. For instance, when you buy tickets to three different countries, they reward you with a ‘traveller’ avatar. They’ve even got this central character, a cat, that you can interact with, turning your banking tasks into a fun gaming experience.

It all comes down to our basic need to play, something we usually hold back on. But when you sprinkle in a bit of fun, engagement shoots up. We start getting into missions and quests, and that keeps us coming back for more. That’s exactly what these app developers are after – they want to keep us hooked. So, we keep coming back to take care of our virtual cat or spin that wheel because, let’s be honest, missing out on those means fewer bonuses. Plus, we are all in on those weekly missions to boost our ranking. It’s all about that core principle – making it fun to keep us around.


How can an operator gain player loyalty? 

Throughout my years in this field, I’ve come to truly appreciate the power of personalisation. It’s a game-changer that goes beyond the allure of bonuses or the thrill of gamification. 

Within our operations, we have specialised departments like retention and VIP retention. Their mission is to treat each VIP player as a unique individual, not just another customer. It’s about understanding that VIP players have distinct needs and preferences. By promptly addressing their requests and concerns, we make them feel genuinely valued. This principle isn’t confined to the betting world, it’s a universal truth. Bonuses certainly add excitement, but they’re just an extra layer.

When it comes to engaging with VIP players, I have frequently witnessed various scenarios. Sometimes, players approach with questions that have nothing to do with the project itself. They might ask for directions or assistance with entirely unrelated matters. Those who actively step in to help in such situations often become heroes in the eyes of the players. It’s akin to creating a bond where players instinctively look to us for any need, whether it’s related to placing a bet or seeking guidance on entirely different matters. It’s about cultivating a reflex in the player that says, “If I need something, I know where to go.”

When considering regular players who are not in the VIP category, it’s imperative to gauge their retention levels. For example, a company might use a system featuring five retention levels based on player profitability. Employees are assigned KPIs, which might include elevating their clients to the next retention level. Based on their performance, employees can also progress to the next level. This strategy has proven to be highly effective.

Furthermore, when discussing player retention, I would pay attention to recommendations. For instance, consider a scenario where we inform a player that their favourite team is scheduled to play today, but one of the key players is sidelined, and the team is facing issues with their striker. Our approach isn’t about misleading the player; it’s about establishing trust, knowing that maths will do the rest.

Another effective approach to engage players is by introducing tournaments, quests, and jackpots that encourage friendly competition among players. These diverse tools can be harnessed to incentivise players to participate in various activities. For instance, the operator might announce that all bets placed on the International  2023 will contribute to a specific jackpot. This strategy motivates players to actively partake in these actions, enhancing their overall experience.

When discussing betting with odds, it’s important to keep in mind that our profits are linked to the margin. Unfortunately, this fundamental concept is often overlooked by many operators in the betting industry, even those with extensive expertise. It’s common for them to disregard the critical point that a bookmaker’s earnings aren’t intricately tied to the odds they present but are, in reality, shaped by the margin they can uphold.

In certain tournaments, we encourage players to engage in a competition for a shared prize pool. These tournaments come with two key limitations: firstly, the prize pool is fixed for that specific tournament, and secondly, there is a time limit since the pool gradually decreases if players are not actively involved.

Moreover, we can design tournaments where players receive rewards for specific in-game actions or achievements, adding an extra layer of excitement and engagement to the competition.


At SOFTSWISS, what are your primary areas of focus when it comes to designing and enhancing your products?

We have three main criteria in mind. The first two are super important, while the third serves to complement them.

Firstly, we always look at the player’s needs. Keeping players engaged and interested is a top priority. Secondly, we’ve got what the operator needs. We want to motivate players to do things that are not only fun for them but also good for the operator. Like, encouraging bets on live and express events – it’s a win-win. Lastly, there’s market trends. We are always keeping an eye on what’s hot and what’s not because we know other operators are doing the same. We want to stay in the game and make sure our players have the latest and greatest.

And let’s not forget about the importance of automation. The smoother and more automated these tools are, the better they work for both operators and players.

Diving into the finer details, let’s examine what a player really needs. Ideally, betting should be effortless for them, requiring minimal thought, and in return, they should receive bonuses for their actions, serving as a catalyst for their engagement. It’s imperative that players feel acknowledged, encouraged, and valued – just like that.

When it comes to bookmakers, their main objective is to motivate players to bet on live and express events. This is all about boosting player engagement. However, operators generally prefer not to invest excessive time and resources into managing bonuses and customisation, as it can be a challenging task.

Another challenge revolves around content. It involves the need to brainstorm ideas, create content, publish it on the site, promote it to players, and most importantly, ensure that they engage with it. Many companies maintain dedicated departments to handle these tasks, specifically focusing on content management. Unfortunately, this can result in substantial financial overhead as these departments need ongoing maintenance and resources.

Our system empowers operators to effortlessly create new bonuses in a matter of minutes. Even for bonuses that were issued in the past, it takes less than a minute to relaunch them. The brilliance of our system lies in its ability to automatically generate T&C and banners, completely removing the need for operators to get involved in this process.

Furthermore, when a bonus reaches its expiration date, our system removes the associated banner and all related content automatically. This means operators don’t have to spend their valuable time and energy on content management. In essence, we strive to save our partners precious time and streamline their operations. With our product, we aim to shift operators’ primary focus towards attracting more traffic while automating repetitive tasks, ultimately making their workflow much more efficient.

The SOFTSWISS Sportsbook comes equipped with integrated gamification features, including exclusive industry bonuses and jackpots, providing both players and operators with a wide array of enhancements to elevate their gaming experience. Beyond the typical sports betting bonuses, the SOFTSWISS Sportsbook boasts four entirely unique bonuses that play a pivotal role in substantially boosting player engagement – Hunting Bonus, Hunting Tournaments, Lootbox Bonuses, Freebet Booster.

Another challenge that operators often grapple with is determining the right value for bonuses. It’s essential that players receive bonuses that match their betting activity and continue to entice them. This balance is critical in all areas of betting, whether it is online casinos, offline casinos, or sports betting.

The main obstacle here is finding a way to reward smaller players appropriately without overly lavishing them with bonuses. For instance, it wouldn’t make sense for a player betting just 1 euro to receive a whopping 100 euro bonus. Conversely, it’s equally vital not to underwhelm high-value players. It can be quite awkward when a VIP player, who is wagering substantial amounts, is offered a mere 100 euro bonus. Finding this balance is a delicate yet crucial aspect of our work.

The real challenge here is to make sure we automate this system effectively. Fortunately, we’ve got it covered through our Hunting Bonus. Our system operates seamlessly in automatic mode, guaranteeing that players who consistently bet larger amounts, like 3,000 euro, get the free bets they deserve.

The SOFTSWISS Sportsbook smoothly integrates with various platforms, seamlessly collaborating with their CRM systems and features. This eliminates the need for extensive operator retraining, allowing them to continue working with familiar tools and processes. Additionally, it offers enhanced customisation options for a more personalised experience.

More importantly, this flexibility extends beyond SOFTSWISS platforms. Operators are not confined to using platforms exclusively developed by SOFTSWISS. They can effortlessly incorporate our Sportsbook functionality into a diverse array of platforms, whether within or outside the SOFTSWISS ecosystem.


What business metrics can be improved with gamification tools and bonuses?

The operator can offer a bonus for the next month if a player’s deposits exceed 1,000 euro for the current month, given that the player typically deposits around 800 euro. In this scenario, even if the player’s current deposits stand at 800 euro, and they may not have the full amount readily available, there’s a strong likelihood that they will make an additional 200 euro to qualify for the bonus. This action automatically elevates the player’s status or level.

By focusing on a player group that typically places an average bet of, let’s say, 5 euro, the operator can implement a unique bonus strategy. For instance, for players who achieve a winning streak in football bets with a wager of 7.5 euro, every third successful bet activates a 10 euro free bet. As players persist in their betting activities and progressively raise their average bet, often without being consciously aware of it, the operator witnesses a natural 50% increase in their average bet size.

Consequently, the operator anticipates a corresponding 50% increase in Gross Gaming Revenue (GGR). While the bonus component of the operator’s expenses does increase in this scenario, it typically remains around 25%, and the GGR surges by 50%. In essence, the operator gains an additional 25% in overall revenue.

Regarding bonuses, operators in both casinos and sports betting often fail to address a crucial aspect: defining the bonus offer’s purpose. Operators must precisely determine their incentive goals, whether it’s increasing deposits, raising the average bet size, or prolonging player engagement. Bonuses should be strategically tailored to encourage players to take particular actions that align with the operator’s objectives.

When implementing a bonus, it’s imperative to recognise the intended impact on a particular metric and establish clear, measurable criteria for assessing its success. This clarity ensures that bonuses are not just a perk for players but also a strategic tool for driving desired outcomes in the operator’s favour.



SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,500+ employees, is based in Malta, Poland, Georgia, and Belarus.  SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin-optimised online casino solution.


Introducing Bet-Insights: BetConstruct’s Latest System for Increased Player Engagement

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BetConstruct announces the launch of Bet-Insights – an innovative product redefining the sports betting experience, bringing unparalleled player engagement and accuracy to the forefront.

Crafted to enhance player recommendations and deepen user engagement, Bet-Insights provides in-match hints, entirely based on statistical data.

Starting with three major sports – football (soccer), basketball, and tennis, Bet-Insights is planning to expand its list of offerings and add more games in the meantime, including up to 10 sports and eSports.

The new customisable widget shows bettors insights into the most relevant information about each match, enabling them to make informed betting decisions and gamble responsibly. The automated system gathers and refines statistical information, including head-to-head records, recent team performances, wins, as well as the performance of favourite and underdog teams. This process enables Bet-Insights to identify matches that meet the filtering criteria, ensuring the delivery of precise and valuable suggestions.

It is a unique solution promised to eliminate the need for users of checking external sources for crucial information and decrease manual intervention – increasing player retention with one simple tool. interview: Bringing AI-based betting to Europe

Reading Time: 5 minutes has already firmly established itself as North America’s most exciting AI-personalised betting providers – with major deals signed with the likes of Playtech, AWS, Kambi and Nascar, as well as multi-million dollar investment from some of the biggest funds in the industry, including SeventySix Capital.

With exciting plans to cross the Atlantic and bring the AI betting revolution to Europe, we caught up with’s Co-Founder and President Jason Angelides, to talk through the tech behind providing individual personalised betting offers for each player.

For our European readers who might not yet know about’s success stateside – can you talk us through your company and what you bring to the market?

Sure.  Thank you for your interest in our business.  Our business really is all about the end user and making the betting experience easier, more engaging, and most importantly – driving retention.  I understand that that claim is somewhat cliche, but in the case of, it’s completely true.  We do this by harnessing the power of our proprietary AI – providing technology that personalises the end-user experience and takes into account the specific preferences of each individual player to give them a unique and fully tailored betting experience based on their preferences.

I use this analogy a lot – think of us as the technology behind what powers the way Spotify helps listeners find and discover new music via automatic suggestions.  Or how Netflix, or any other leading video service, puts the content you want directly in front of you without being prompted. Of course, this personalisation really streamlines and improves the user experience with navigation, discovery and selection.

Just like with Spotify and Netflix, we provide what can broadly be termed an AI-driven personalisation platform, and it’s a true gamechanger for operators when it comes to creating a

much more personalised experience for their end users.  It is a proven method of driving engagement, retention, and customer lifetime value – and in my view, the technology that will transform betting and iGaming in the years to come.

How much of a game-changer do you see AI being for the European market? How essential is it to improving the European UX and what are the real benefits in terms of engagement and incremental revenue?

We see AI and personalisation being a game-changer globally – and Europe’s certainly no exception. Being one of the world’s most advanced markets when it comes to the end-user experience, we’ve already seen how much of a difference-maker personalisation has been for leader companies in other verticals such as Search, Advertising, Social, E-Commerce, Video, Music and Retail.

Winners in all of these industries have mastered delivery (ease of consumption) and delivering an individually tailored UX for each customer. For example, Netflix and Amazon first made it easier to consume their offerings, and then via the extensive use of data, they then honed personalisation to the point that it has become synonymous with their product.

We’ve already covered how Spotify’s hyper-personalisation AI keeps customers engaged by consistently suggesting new music that aligns with their listening preferences. The number of resources they’ve channelled into AI-driven personalisation has ensured that it has become the dominant music streaming platform with little or no competitors to take them on.  And, nearly 35% of Amazon’s sales come directly from personalisation efforts while 56% of these shoppers are more likely to be repeat buyers. We see the gaming industry as being no different.  It’s really just the next tech sector where personalisation will create meaningful revenue benefits.  Thus far, no one has emerged as the winner in iGaming, and we’re here to change that.

In terms of adoption – are you one of the first to be offering AI-based personalisation for sportsbook and casino? Do you see Europe as being slower to adopt than the US?

Yes, we are certainly one of the first, if not the only company taking a different approach to addressing the problem.  There are some legacy providers that utilise different methodologies, but we are certainly breaking new ground in the space. We actually have received over 30 claims of our Omnibus patent (which is part of our proprietary AI) – so I guess we are doing something unique!

I believe the major advantage we have here is how long we have been doing this as a business.

The last company we founded built personalised fan engagement experiences for viewers across North America.  That company, largely because of its personalisation platform, was bought for millions by Comcast and now powers some of the largest personalised sports video portals across Sky TV, NBC, and Comcast Xfinity.

In terms of the adoption of personalisation in the EU, I think the interest and pace of adoption are going to be equally as aggressive as it is in the US right now.  The EU is a mature market with established players that can meaningfully impact their businesses with AI and ML.

While the US is innovating more with personalisation, the US is still a growing market so there are many other things happening at the same time such as new market rollouts and platform migrations that can get in the way. Europe on the other hand, is an established and mature market – where tech solutions to give operators an edge over the competition are already in hot demand.

You recently launched Personalised Same Game Parlays in time for the US football season, can you see products like these being easily adapted for European betting habits – such as pre-match accumulators for soccer?

Absolutely.  It’s all about making things easier and more entertaining for the end user – regardless of the market or sport.  In the case of our Personalised Parlay generator (or accumulators, as we would call them in Europe), instead of the user having to bounce from screen to screen to create a Parlay / Accumulator, our system automatically generates the parlays for the end user based on their preferences. This helps the gaming operators as well since many of them use manual processes for putting specialised offers in front of their customers.  Now this can be customised around user preferences automatically, which is real gamechanger for engagement and retention.

Last but not least – looking at the European market, what’s your take on the current state of play here in comparison to the growth of sportsbook in the US over the last 5 years?

That’s hard to answer in just a few words but certainly, the adoption of iGaming in the US is nothing but astounding.

While not without its hiccups, iGaming will no doubt continue to expand as a form of entertainment in the US markets as more and more states begin issuing licences for online casino.

I think what is really notable about the US in comparison to the EU (and indeed the rest of the world), is how AI and personalisation are at the forefront of the US growth strategy.US operators clearly understand that they cannot compete without product differentiation and multiple ways to monetise their customers.

We can see this with the shift into entertainment. So many more brands are now taking this to the next level by providing an ecosystem that is so much more than just a place to make a bet or play a casino game.

Fanatics, for example, who really are a major online retailer of licensed sports merchandise, is now going full bore into the iGaming space, and at the forefront of its strategy is personalisation.  To put this into perspective – this is like Amazon when it was just selling books. So much more now lies ahead. In the future, just like Amazon, you can expect Fanatics to offer a lot more, whether it’s shirts, merchandise, NFTs -you name it. Of course, AI and machine learning driven personalization are going to be at the forefront of their strategy.  The same goes for the other leading companies in the US.

Of course, given we’re leading the AI adoption charge, we see this a very good for iGaming as competition, and the search for differentiated will always lead to innovation. For companies like us at – we’ll be here to provide that technology and truly power the next era of innovation.