In an increasingly competitive marketplace, operator success relies on attracting and retaining players for the long term. But many operators struggle to maximise their initial–and costly–per-player acquisition expenditure and effectively secure longer-term engagement, writes Lauren Harrison.
Leading B2B platform and tech provider GR8 Tech is at the fore of solving these challenges. By leveraging Artificial Intelligence (AI) and Machine Learning (ML), they enhance engagement and provide operators with fully customisable solutions.
In preparation for an in-depth Virtual RoundTable on the Future of Sportsbook technology; and to explore how sportsbook operators can use predictive technology to reduce player churn, improve profitability and reduce risk through smart market selection; iGamingFuture’s Curtis Roach sat down with Igor Kaufman, Head of the Sport Business Unit at GR8 Tech.
With 15-years of cross-industry experience, Igor has an extensive background in tech, AI, and ML, which he uses to bring a compelling and fresh perspective to the iGaming sector.
As the online gambling market grows and competition increases, has player retention become more important than acquisition? If so, how can solutions providers like GR8 Tech help operators to minimise player churn?
“Retention and acquisition aren’t competing priorities – they’re two sides of the same coin. You can’t retain players if you don’t acquire them first. But in a hyper-competitive market, keeping players engaged and reducing churn is critical.
“GR8 Tech’s in-house CRM for sportsbook and casino platforms does the heavy lifting: AI-driven personalisation, predictive churn models, and easy integration.
“For example, activating our AI recommender boosted user activity by three extra bets per player. Additionally, with an 80 percent churn prediction accuracy, operators can spot potential drop-offs early and take proactive measures to keep players in the game.”
Offering a wide range of betting markets is a great way for operators to increase player engagement. However, this can lead to increased risk. How can operators manage this risk and maintain a strong margin while offering the most competitive prices on sporting events?
“More markets don’t always mean better engagement. If you overload players with over 100 betting options, they might get overwhelmed or stick to the same few. There is also the risk of market cannibalisation.
“The smart play is strategic market selection. Operators can keep margins low on key markets (typically three or four) where odds competition is high while adjusting margins on side markets.
“Smart market selection plus strategic pricing equals profit.”
How is GR8 Tech leveraging innovative new tech, such as AI and ML, to help its partners extract added value from their sportsbook platforms and maximise the customer experience?
“AI runs through everything we do – from personalisation and churn prediction to risk management and odds-making.
“GR8 Tech’s AI recommender auto-curates sportsbook and casino content for each user based on behaviour, geolocation, and betting history.
“On the trading side, we leverage machine learning to optimise odds, improve latency, and automate risk management.
“With a trading team of nearly 200 experts, we ensure our partners get faster, smarter, and more efficient operations.”
Some operators prefer to develop their tech and back office systems in-house, giving them greater control. What are the associated challenges, and why is it better to work with a specialised third-party provider instead?
“Building in-house tech gives control but also means long development cycles, high costs, and the constant challenge of staying ahead. GR8 Tech bridges that gap by delivering what operators want most: differentiation and control.
“No one wants a platform that looks like everyone else’s, and with a widget-based architecture, they don’t have to. Unlike providers with just a few rigid layouts, we offer full front-end customisation.
“Operators also face the challenge of developing diverse content. We offer localised markets and niche sports that help operators stand out – like kabaddi in India, which drives engagement, boosts retention, and encourages cross-sport migration.
“Adopting emerging tech is another hurdle for in-house teams. Whether it’s multi-wallet crypto integration or fast markets, staying ahead takes continuous investment.
“GR8 Tech handles the complexities, keeping operators at the cutting edge. Building in-house can work if you’ve got unlimited time and budget.
“If not, we bring speed, scale, and full control – without the headaches.”
Editor’s Note:
As competition intensifies, acquiring new players has become increasingly costly, with fewer guarantees of long-term retention. A theme explored extensively in our upcoming Virtual RoundTable on the Future of Sportsbook technology.
In this challenging environment, minimising churn has become critical. To solve this problem, Igor argues that operators require intelligent, personalised, and tech-driven solutions.
GR8 Tech’s AI-powered CRM system is just such a solution.
Designed to help operators boost consumer engagement, it features an 80 percent churn prediction accuracy and a proven record of increasing consumer bet levels, meaning operators can anticipate player drop-off and take proactive action.
But what about other engagement strategies?
Does offering a wider range of sports markets lead to increased betting?
Igor cautions that this approach can overwhelm players and may not always be the “smart play.”
Instead, he proposes “smart market selection”–offering fewer, well-selected markets with competitive odds on key ones and more significant margins on secondary ones–a strategy that reduces risk while maximising margins.
Most importantly, Igor reminds operators that outsourcing their tech and platform needs is one of the most strategic moves an operator can make.
Letting experts take over means access to the latest tools and cutting-edge technologies, which helps operators get ahead of the curve, increase engagement and ultimately stand the best chance of success.
