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June 2018 – BetBright, the fast-growing digital entertainment and sports betting company, has secured a national award recognising its creativity and innovation.
The online sports bookmaker, which has gone from strength to strength in 2018, secured the EGR Marketing and Innovation Award recognising creativity and innovation in online gambling following the development of their ‘recommendations engine’ – a first for the gambling sector.
Modelled and built entirely in-house, BetBright’s new recommendation engine uses artificial intelligence to predict and suggest the next bets that customers are most likely to want to make.
The award was awarded to BetBright for demonstrating the most innovation in sports betting through product, marketing and technology, enabling them to provide a more personalised and driven experience for their customers.
BetBright highlighted its commercial success and business growth, its impact on customer acquisition and retention and personalisation for the customer.
Sarne Lightman, managing director of BetBright, said: “We are delighted to be recognised for our continued work in sportsbook innovation.
“Innovation and improving customer experience is the heart of the BetBright brand, and the reason we have built and own our own technology platform.
“Recommender is just the first of the big innovations our customers can expect from us this year as we continue our mission to provide users a truly differentiated option to the existing market incumbents “
The bookmaker recently announced a major upgrade to its front-end system, which sees it move to a single ‘mobile site’ across all devices, including desktop.
The cross-platform porting of its mobile product means that users logging onto BetBright sites on a desktop or laptop will now see the same site view as users on a mobile device, regardless of how they are accessing the site.
The update offers BetBright customers an optimised version across all platforms, which prioritise speed and functionally and user-experience over aesthetics and graphics features – and users will benefit from a slicker and quicker experience as a result, as well as gaining access to additional features not previously available on the old desktop system.
The upgrade means that the user-experience is the same across all platforms and BetBright will be able to focus all its development resources on a single code base, implementing any new features on all platforms in one hit.
Source: European Gaming Industry News