SBC News Voice of the Sports Betting Industry
Kamil Głowacki, CTO at SB Software, explains how sportsbooks must adopt tailored strategies to ensure they can attract and retain the interest of players over time.
Sportsbooks are in a relentless battle for player attention. Operators face the challenge of not only attracting bettors, but also keeping them engaged in an environment where choices are abundant. While competitive odds and promotions are essential, it’s intelligent, data-driven sportsbook features that mark industry leaders out. At SB Software, we focus on innovations that allow operators to grow, solutions that provide flexibility, wide personalisation, and better risk management. What are the real game changers?
Your Sportsbook, Your Strategy
Odds management has always been at the core of sportsbook operations, but static pricing models no longer cut it. Operators need adaptability across brands, markets, and customer segments to remain competitive and safeguard profitability.
The Flexible Odds Feature (FOF) offers sportsbooks unmatched and unique control, allowing operators to adjust odds dynamically across brands, player groups, and regulatory environments. Whether targeting VIPs with premium odds, managing market risks, or tailoring offers to specific jurisdictions, SB Software’s Flexible Odds Feature eliminates the manual workload and optimises profitability at scale.
For example, an operator may want to boost NBA odds for VIPs and maintain conservative margins for sharp bettors, while leaving default odds for the rest. FOF allows that with not much effort, it does a real-time pricing shifts to ensure that sportsbooks remain competitive without sacrificing revenue.
This level of dynamic odds management extends beyond VIPs. It helps sportsbooks maintain a strategic advantage in an ever-changing landscape, where odds differentiation can be the key to customer loyalty and increased turnover. We always tell our partners: “Your odds, your rules, your full control over the markets.”
Give Players Control, Without Losing Margins
Cashout is one of the most requested sportsbook features, offering players the ability to lock in profits or minimise losses before an event ends. But traditional cashout models force players to either cash out the entire bet or let it ride, leaving no room for strategic decisions.
SB Software’s Single Outcome Cashout Feature revolutionises this by allowing players to cash out individual selections within an accumulator bet, without disrupting the rest of the wager. This removes frustration, enhances engagement, and gives bettors more confidence in placing multi-bets.
For operators, this means increased accumulator bet volume and higher stake values. Rather than, avoiding multi-bets due to risk, players are more eager to build accumulators when they know, they have a safety net.
Additionally, the feature offers a significant advantage from a customer satisfaction perspective. Imagine a bettor who has five selections on his slip, three of them are already won. Instead of feeling the pressure of waiting for two final events, while one of them feeling now too risky, he can minimise the risk while keeping the last selection active. This level of flexibility builds trust and engagement, reinforcing the sportsbook’s reputation as a player-friendly platform.
AI-Driven Engagement That Works
The sportsbook industry thrives on personalised engagement, yet many promotions remain generic, impersonal, and ineffective. With an overwhelming number of betting options, players need relevant, timely, and personalised suggestions to keep them engaged.
The Personal Recommended Offer (PeRO) leverages AI-driven neural networks to analyse past betting behaviour and suggest tailored betting opportunities. Whether a player consistently bets on Premier League underdogs or prefers high-stakes tennis wagers, PeRO dynamically adapts, delivering recommendations that maximise engagement and retention.
Even new or green players receive smart suggestions based on trending bets and market dynamics, ensuring that every player, regardless of history, is given a compelling reason to place
a bet.
For operators, Personal Recommended Offer represents a breakthrough in data-driven marketing. By offering personalised recommendations, sportsbooks can increase betting frequency and enhance customer loyalty. Instead of bombarding players with irrelevant promotions, PeRO secures that each bettor sees opportunities tailored to their preferences and makes it far more likely for them to play.
Additionally, PeRO enables automated, yet meaningful, customer interactions, replacing generic offers with precisely targeted betting options, ultimately improving customer retention rates and lifetime value, while reducing the bargain needed for effortful CRM.
Why These Features Matter Now More Than Ever
The sports betting landscape is changing fast. Operators need smart, flexible tools that enhance player engagement, improve operational efficiency, and drive profitability. With Flexible Odds Feature, Single Outcome Cashout, and Personal Recommended Offer, sportsbooks can:
- Differentiate from competitors with unique, player-centric offerings
- Increase betting volume and retention by providing unique engagement tools
- Optimise risk and maximise revenue with intelligent automation
As the industry moves towards more sophisticated, data-driven experiences, sportsbooks that embrace innovation will lead the market, and those that don’t will struggle to keep pace.
Today’s sportsbook operators must do way more than offer competitive odds. They must offer
a real betting experience! Whether through customised odds strategies, flexible cashout options, or AI-powered personalisation, innovation is what keeps players engaged and delivers long-term success.
The future of sports betting isn’t just about odds, it’s about how you use them.
