SBC News Voice of the Sports Betting Industry
Fast Track’s Singularity Model aims to achieve “exponential growth with minimal effort” for operators, according to Fast Track CEO, Simon Lidzén.
Speaking to Ted Orme-Claye, Editor of Payment Expert, Lidzén said: “The most important thing that the brands are concerned about when it comes to player engagement is to create 1:1 experiences where you can connect with every player at a very deep level and, based on how they play and how they interact with your brand, be able to meet them and engage with them in a relevant way.”
As a result, he explained, Fast Track introduced the concept of Singularity to “encapsulate everything in the work process”. This includes aspects such as the customer model for segmentation, the adoption of Generative AI for content generation and the issuing of promotions.
Building on the success of the Singularity Model, previously introduced in 2021, Fast Track exclusively previewed Rewards at the SBC Summit in Lisbon. The next layer of the Singularity model, the product is the “industry’s first AI-ready promotional ecosystem”.
“Adding the Rewards product allows us to remove all the limitations that operators have been feeling around promotional capabilities,” explained Lidzén.
“Most operators share concerns that the bonus engines are not very strong and promotional capabilities are quite limited. So we took the step and decided to develop the rewards platform which allows us to create everything in the promotional ecosystem from virtual currencies to levels and progressions, shop mechanics, mini-games and wheels and in-depth experiences such as challenges that you can give to the player.
“All these different things, together with Singularity, create an enormous opportunity for us to scale our brands in a completely new dimension.”
As mentioned, Fast Track’s new Rewards system is AI-ready and the topic of AI was a key theme throughout SBC Summit Lisbon.
Speaking about the use of AI technology, Lidzén admitted that the advancements in the techs are “moving in the right direction”. However, he emphasised the need for new technology to be “abstract and highly flexible” to ensure a successful integration.
He said: “Packaging into the platform needs to be very configurable around the operator and then you need to have the element of a solution which needs to be highly specialised. I think it took us a bit of time to figure that piece out and now we feel we’re doing that the right way.
“We can see the response from the operator. They come into the platform and there’s a specific button to achieve a specific outcome, and there is a report that gives you a specific value relevant to what you’re doing.
“I think that this is the right way to embed AI. Not trying to reinvent the world as a whole, but you go in and do incremental improvements using AI and then when you start putting all of these together, you get a really cool thing.”
To hear Lidzén discuss the Singularity model and its latest development Rewards, click HERE to watch the full video.
