SBC News takes SmartPicks live with betPARX takes SmartPicks live with betPARX will debut its new SmartPicks offering this week after agreeing to roll out the plug-and-play solution with betPARX.

SmartPicks will draw upon artificial intelligence and machine learning insights available on the platform to create “individualised” betting offers for players, as well as “unique bet suggestions based on a wide variety of variables”.

The SmartPicks software will present players with a series of bet suggestions, “much like a recommendations row available with leading streaming and music services”. The insights will be shaped by data that considers popularity, user preference and trend analysis.

Chris Reynolds, Co-founder and CEO at, said: “We’re thrilled to extend our relationship with betPARX and take our SmartPicks offering live for the first time. 

“We know that bettors desire more simplified and personalised experiences that they have become accustomed to in other technologies. AI and ML provide the ability to deliver that transformative experience around betting engagement.  

“Taking our solutions live, in-house, will give the operator a proven advantage across the US, and we look forward to them reaping the rewards with player retention.” noted that the availability of more personalised bet suggestions and use of AI technology will ultimately help betPARX to drive new levels of engagement with players, boost incremental revenues and also increase wallet share.

The rollout follows the initial success of’s Sparks widget with betPARX, launched in September 2022. 

Matthew Cullen, Senior Vice President iGaming & Sports at betPARX added: “ has a proven background in utilising ML and AI to offer standout engagement experiences and we’ve had positive results so far with the use of Sparks in our mobile sportsbook.

“We’re delighted to now be able to use SmartPicks to give each individual user access to the bets that they are most interested in.  

“As a forward-looking operator, we are harnessing the power of AI and ML, and SmartPicks is a key step towards remaining one of the industry’s only pioneers in AI-based betting.”

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