A recent study from OtherLevels, a provider of real-time, multi-channel engagement platforms for igaming and live sports, has identified notable deficiencies in personalisation across major US sportsbook marketing campaigns.
The case study reviewed 103 app push notifications sent to two real-money bettors over a two-month period. Despite the users placing 228 bets across professional football, basketball, hockey, and soccer, only a fraction of messages aligned with their actual betting activity. Key findings include 29% of notifications referencing sports the users had not wagered on, 23% promoting college sports which neither followed, and just 1% focused on soccer—despite nearly one in five bets being on that sport. Overall, 93% of the messages lacked any personalisation.
The research suggests that many operators continue to prioritise calendar-driven campaigns aligned with high-profile events like the Super Bowl or March Madness, often overlooking bettor-specific engagement opportunities. OtherLevels notes that while this approach can simplify campaign scheduling, it may reduce effectiveness in terms of user engagement and retention.
Phase two of the study has expanded to include additional Tier 1 sportsbook operators and channels across the US market. According to OtherLevels, operators leveraging its Experience Platform have achieved measurable improvements, including a 16% increase in engagement for NBA-targeted messaging and a 30% lift in on-site interaction for tailored NFL content.
The OtherLevels platform integrates live odds, historical betting data, and contextual match insights to deliver personalised communication across more than 70 languages and via any CRM or messaging channel. The full case study is available on the company’s website.
“This study underscores a prevalent issue in the industry: the disconnect between available customer data and its effective utilisation in personalised marketing,” said Brendan O’Kane, CEO of OtherLevels. “It’s not just about having the data — operators need to turn that insight into timely, relevant, and contextual content. That’s what creates a true customer experience that feels personal and engaging.”
“We’re seeing operators default to mass seasonal campaigns because everyone’s under pressure and campaigns have to go out,” O’Kane added. “But when bettors receive content that doesn’t match their interests or activity, it damages engagement and trust.”
