Italian sports betting and gaming operator Sunbet Italia has adopted Fast Track CRM to manage customer relationship management and player engagement activities from a single, integrated platform.
The deployment covers the operator’s sports betting, casino, poker and bingo products and includes the use of Fast Track AI.
Betpremium S.r.l. operates Sunbet, which belongs to Gruppo Sun Bet. Under its Italian concession, the company runs an online sportsbook along with casino, live casino, poker, bingo, virtuals and horse racing verticals. The group also maintains a retail betting network.
One record for every player
The company described the move as a key step in its technology journey. Goals include improving operational efficiency, optimizing the management of CRM campaigns and delivering a more personalized experience to players.
“Our players use different products, from sports betting to casino, poker and bingo. Until now, the tools we had managed these separately, which made it harder to get a full picture of player behaviour,” said the CRM Director at Sunbet Italia.
“With Fast Track we have a single platform that lets us manage all of that information together, making our CRM activity more effective. Another benefit is being able to work with the AI platform directly in Italian, in natural language, which significantly simplifies and speeds up our team’s daily work.”
Individual journeys replace segments
Sunbet’s team now runs player engagement from one platform that draws on real-time data and the Singularity model. This model tailors each player’s experience on an individual basis instead of by segment.
A single view of every player across sport, casino, poker and bingo gives an operator with Sunbet’s product range a strategic advantage in a highly regulated market such as Italy, noted Fast Track.
The company said this approach allows it to develop communications that are more relevant, coordinated and consistent with player needs, and that these communications remain in line with current regulation and responsible gaming principles.
Agents take over the campaign workload
Fast Track AI holds a central role in the setup. Sunbet staff interact with the platform conversationally in Italian, and they delegate end-to-end CRM tasks to agents. These tasks range from analysis and segmentation to campaign build and multi-channel delivery.
The Sunbet team retains control and oversight throughout the process, so it can review, approve, and monitor operations in accordance with its own organizational needs and internal procedures.
Since its launch, Fast Track AI has become a central tool in the team’s work on the platform. The tool has simplified operational processes, and day-to-day CRM management has become faster and more efficient.
Sunbet also linked the adoption to its commitment to continued investment in technological innovation, process automation and the use of its data, with the aim of building a player relationship model that is increasingly advanced, integrated and sustainable.
“Italy is one of the most highly regulated markets in our industry, and Sunbet has built a broad and diversified offer within it. We are proud to provide the technology that lets the team support lasting growth: real-time data, one-to-one personalisation and Fast Track AI to turn that potential into concrete results,” said Simon Lidzén, Co-Founder and CEO of Fast Track.
Fast Track describes itself as an AI-native technology company focused on the future of CRM. The company serves hundreds of companies worldwide and has offices in Malta, Sweden, Spain, and the United States.