New CRM Tool Aims to Improve In-Game Betting Experience

Posted on: January 21, 2025, 03:35h. 

Last updated on: January 21, 2025, 03:35h.

Optimove, a provider of iGaming and sports wagering services and technology, announced it’s rolling out a new customer relationship management (CRM) tool aimed at helping gaming companies improve the in-game wagering experience.

NFL Gambling Policy sports betting
The Circa Sportsbook in downtown Las Vegas. A new technology tool could help sportsbook operators improve in-game betting. (Image: AP)

The company’s new OptiLive tool allows sportsbooks to customize live betting ideas at scale, leveraging technology to suggest bets that could be most relevant to clients. OptiLive’s debut arrives soon after Optimove Insights, the company’s research arm, released a report indicating in-game wagering prompts increased spending among sports bettors.

For example, in the U.S., bettors’ average monthly live betting spend is $1,583.90, compared to $846.20 for pre-match betting—an 87% increase. This highlights the immense revenue driver in-play betting is for sportsbooks and OptiLive is designed to capitalize on it,” according to the company.

Data from that report also confirm that dedicated in-game bettors usually spend more month than their counterparts focusing on pre-match lines. Live wagering has long been popular in Europe where slower-moving sports are popular, but it’s making significant inroads in the rapidly growing US sports wagering market.

OptiLive CRM Enhances Customization

Sports betting is increasingly rooted in technology, but there are signs that operators are missing the mark on that front. For example, a survey of nearly 400 bettors by Optimove Insights says 86% will decline receiving alerts and messages from gaming companies if they deem those updates to be irrelevant to their tastes.

OptiLive aims to solve that issue by leveraging technology to help sportsbook operators send alerts to bettors that are tethered to customers’ preferences. For example, if a customer has shown a tendency to a bet on a specific NFL team or player, OptiLive can create real-time messages based on action in a live game. That could spur increased engagement among customers.

“OptiLive’s advanced AI-driven personalization engine ensures bettors only receive messages that are aligned with their interests and betting history,” notes Optimove. “Soccer fans get instant updates when teams they bet on score thrilling goals while tennis enthusiasts are notified the moment the players they bet on win pivotal sets. OptiLive avoids generic, excessive notifications, delivering timely and meaningful updates that drive engagement and conversions.

With OptiLive, operators gain real-time alerts and data-driven insights that can assist in the pricing of in-game bets, which are profit drivers.

OptiLive CRM Could Find Immediate Relevance

The OptiLive CRM could find a receptive audience among gaming companies because investors are demanding margin and profit improvement. A deeper embrace of technology could be one avenue for realizing the efficiencies shareholders demand.

Gaming companies have good reason to consider OptiLive due to penchant of in-game bettors to elevate their spending.

Optimove Vice President Shai Frank noted “that the higher average spend by live bettors highlights the potential for operators to enhance player lifetime value through targeted, timely personalized messages to players.”