OtherLevels' Gen AI Featured in SBC News
This feature originally appeared in SBCNews, a leading trade publication serving the sports betting community. The article by Chris Murphy discusses the potential for OtherLevels’ generative AI to disrupt the industry and communications between operators and customers.
Gen AI: Redefining how operators communicate with customers
Brendan O’Kane, CEO of OtherLevels, a leading supplier of real-time multi-channel experience platforms, both for live sport and igaming, explores why Gen AI is a game-changer for operators and how they can harness its potential to elevate their customer engagement efforts.
Generative AI isn’t just a buzzword; it’s a transformative force reshaping how businesses communicate with their audiences. It promises to redefine marketing strategies by enabling the creation of richer, more engaging, and highly personalised content at an unprecedented scale.
From automating content creation to delivering personalised experiences across the customer lifecycle, Gen AI is rewriting the playbook for the digital age.
Adoption of Gen AI presents an opportunity for innovative operators to market themselves effectively and cost-efficiently in a hyper-competitive, always-on ecosystem. Through the power of this ever-evolving form of content, marketing teams can harness personalisation, content creation and rich media to deliver impactful customer experiences at scale across all channels from acquisition to retention.
Gen AI allows operators to produce a vast amount of superior personalised customer facing content and media on a daily basis. Each is based on data and insights that operators already possess, allowing for automation and scale to create unprecedented levels of 1:1 customer experiences.
Transformation in sport and other sectors
Marketers across many industries have already embraced automation to transform their operations, and the PGA Tour stands out as a prime example of Gen AI in action. By leveraging this technology, the organisation has enhanced broadcasting and fan engagement through automated play-by-play commentary and scalable data translation, delivering timely and engaging insights about events, players, and statistics. The effect is the fan experience has been completely revolutionised.
The potential doesn’t stop there, as this technology is making waves in other fields too. In healthcare, it is driving AI-powered diagnostics and improving patient engagement. In entertainment, it is fueling time-saving scriptwriting and personalised streaming content. Meanwhile, in finance, it is strengthening fraud detection and enabling highly tailored customer communications. There are vast, cross-industry capabilities to this form of technology.
However, within online sports betting and gaming, Gen AI promises something new: the ability to automate truly engaging customer experiences, through rich media formats including video.
Potential
Automated continuous storytelling across the digital space is the next logical step for marketing teams seeking to elevate their brand to establish a lasting, personal connection with players.
The only limit to potential use cases is imagination. From endlessly refreshed and relevant content in an affiliate channel, to personalised on-site video that resonates with every customer on a genuinely one-to-one basis, it is all about driving on-site and in-app activity by addressing individual appetites.
Hyper-personalised CRM content can combine player behaviour with live odds, trending data and recommendations. Take horse racing, for example. A marketing team can use Gen AI to deliver a near-live video CTA to a potential new customer ahead of day one of Cheltenham, describing enhanced odds of 50-1 for a selection to win the feature race. That autogenerated piece of content can utilise a racing ambassador – a celebrity with a known interest in the sport, for example – before being served to customers at scale to power an acquisition campaign that runs across the entire four-day festival.
We have already seen the effect of personalised content when automated and delivered to players in real-time, across an entire NFL season. Working with one US operator, we saw a revenue lift of 30% during live NFL action. Automating personalised content for sportsbooks based on bet history and live sporting events creates an unrivalled customer experience. This is further enhanced by video, enabling customers to access compelling content in real time.
Rich, highly scalable, hyper-personalised and engaging, Gen AI content is quite simply a better way to communicate content, in a world awash with TikTok and video, meaning customers increasingly expect to be presented with more sophisticated forms of marketing. Operators can leverage this change in communications modality to embrace the universe of possibilities it offers for communicating with customers at every stage of the customer life cycle.
Why operators must act now
The adoption curve for Gen AI is accelerating. Gartner predicts that by 2025, more than 80% of software providers will integrate Gen AI tools into their products, transforming how businesses engage with data and customers. The time for operators to test, learn and get started is now if they want to maintain a customer’s “share of attention”.
Live sport, while more complex than many retail experiences, offers outstanding opportunities. Gen AI combined with rich content such as personalised video highlights, can directly speak to customers with highly personalised, relevant content and offers. Rich media can now offer stronger brand alignment and reinforcement that complements streaming, sponsorships and OOH campaigns.
The opportunity for innovative operators across acquisition to retention, is to unlock higher engagement rates, stronger brand loyalty, and better margins—all by embracing the potential of Gen AI at scale.
About OtherLevels
OtherLevels enables sportsbook operators to activate out-of-session customers by creating personalised pre-game and in-game real-time experiences. Using live odds, betting behaviour, and match context, OtherLevels connects to the operator’s existing CRM platform for the delivery of real-time content.
OtherLevels is a leading supplier of real-time multi-channel experience platforms for live sport and iGaming. It works in the sports betting, fan engagement, casino, and lottery sectors. OtherLevels is headquartered in Australia and has offices in Europe and the U.S.
Don’t wait for the future. Experience it today with OtherLevels.
For media inquiries, please contact: media@otherlevels.com