Early stage
What is your AI strategy going to deliver?
If that question doesn't have a straight answer yet, we help your board and senior team land on one before anyone commits budget to it.
AI Consulting for iGaming
Find the right AI strategies to grow revenue.
Then build what works.
We identify the valuable problems, build the right AI capability and integrate it into your day to day operations.
Who this is for
For leaders bringing their organisation through the AI transition.
C-suite, marketing and product leaders all end up here for the same reason: you own a commercial, marketing or product problem and need to work out what AI can actually do about it. Where we start depends on where you already are.
Already building
Independent FDE support
Plenty of teams can build. Fewer have someone watching the token spend, the security model and the production risk while they do it. That's the role we step into, with complete independence of advice.
Ready to scale
A team that builds. Fast.
You've done the thinking. You're short on hands. We bring the engineering.
Why Betting Product
Built by people who understand iGaming.
Leadership grounded in the industry
Our founders bring product and commercial leadership experience across B2C and B2B, regulated markets and businesses of all sizes.
Domain expertise around the problem
We support each engagement with relevant domain expertise so the system reflects how the product, market and operation actually work—not only what the technology can do.
Built by founders from
LottolandWynnBETBetfairFuture AnthemWilliam Hill
Engagement model
From a defined strategy to a capability your team can own.
We bring the right product, commercial and technical experience to the problem, turn internal bottlenecks into end-to-end workflows and build towards measurable revenue growth. This is how we deliver, whatever stage you start from.
Built around your systems, data and controls.
We design around your existing data, applications, cloud infrastructure, security and permission models. Privacy, responsible gambling, auditability, human approval, escalation and safe failure handling are part of the system from the start, in every phase below.
Phase 01
AI Discovery and Pilot
A fixed-scope initial engagement centred on one material problem, one evidence path, one prioritised AI solution and one scale, revise or stop decision.
- Problem definition and executive brief
- Evidence-backed diagnosis and readiness assessment
- Future-state system design and prioritised AI solution
- Bounded prototype or pilot where access, readiness and complexity allow
- Validation results, operating-cost profile and production roadmap
Phase 02
Production Implementation and Integration
Turn the validated AI solution into a secure, reliable and measurable production capability. Duration, team and scope are defined separately after Phase 1.
- Production architecture, backlog and acceptance criteria
- Data, application and workflow integration
- Human controls, permissions and auditability
- Evaluation, monitoring and operating-cost optimisation
- Progressive deployment with escalation and rollback
Phase 03
Scale, Adoption and Continuous Improvement
Expand the capability and establish the training, governance and operating model your organisation needs to own and improve it.
- Rollout across teams, brands, channels or markets
- Training, playbooks and adoption support
- Governance, ownership and change control
- Performance, quality, safety and cost reviews
- Knowledge transfer and continuous improvement
Use cases
Where can AI work inside your operation?
These are examples of the problems we can explore with marketing and product leaders—not off-the-shelf products or claims of deployed customer systems.
Filter use cases by role
Grow your audience
Reach the right players and coordinate every acquisition channel around a clear role.
Content Engine
Builds promotions and editorial content from real fixtures, live data and approved brand rules, ready for every channel.
Available for
Sports · ReservedCasinoLotteryPoker
Paid Social Media
Carries a campaign's hypothesis, audience, creative, budget and landing page through paid social from planning to optimisation.
Available for
SportsCasinoLotteryBingoPoker
Organic Social Media
Spots relevant moments, creates brand-safe social content and adapts each idea to the channel before publishing.
Available for
SportsCasinoLotteryBingoPoker
Cross-Channel Acquisition Campaign Management
Coordinates paid social, content, community, CRM, influencers and affiliates as one acquisition system, maps journeys for CRO and builds GEO and AEO into discovery.
Available for
SportsCasinoLotteryBingoPoker
Increase retention and player value
Make every message, incentive and journey more relevant to the player receiving it.
Personalised Player Journeys
Chooses and adapts the next experience, message, recommendation or action as each player's context and behaviour change.
Available for
SportsCasinoLotteryBingoPoker
Retention Engine
Finds the most appropriate non-bonus action for a player at risk of leaving by comparing the expected value and cost of every option.
Available for
SportsCasinoLotteryBingoPoker
Bonus Recommendation Engine
Decides whether to offer a bonus and selects the vertical, mechanic and smallest value likely to change player behaviour.
Available for
SportsCasinoLotteryBingoPoker
Improve conversion and campaign performance
Test what works, remove friction and direct effort towards experiences that perform better.
Campaign Landing-Page Agents
Generates campaign-specific landing pages, connects the creative and offer, and publishes approved variants through your existing workflow.
Available for
SportsCasinoLotteryBingoPoker
Adaptive A/B Testing
Runs approved A/B and multivariate tests and directs traffic towards better-performing experiences as evidence develops.
Available for
SportsCasinoLotteryBingoPoker
AI-Powered Gamification
Personalises missions, progress paths and challenges while keeping reward rules transparent, approved and controlled.
Available for
SportsCasinoLotteryBingoPoker
Frequently asked questions
What clients usually ask.
What happens during Phase 1?
We define one material problem, assess the evidence and readiness, design the solution and test a bounded pilot where feasible. You finish with a scale, revise or stop decision.
Do we need to arrive with a defined AI use case?
No. Bring the business, product or operational problem. We determine which combination of AI, automation and human judgement is justified.
What happens after Phase 1?
If the evidence supports investment, Phase 2 (Production Implementation and Integration) and Phase 3 (Scale, Adoption and Continuous Improvement) are scoped separately around the validated solution.
Can Betting Product work with our existing systems?
Yes. We design around your existing data, applications, permissions and workflows wherever that is the most effective path.
How much involvement is required from our team?
We need an executive sponsor, a day-to-day owner and access to the relevant people, evidence and systems. The working group depends on the problem.
How are security, compliance and responsible-gambling controls handled?
They are designed in from the start through permissions, auditability, human review, escalation and safe failure handling.
How is pricing determined?
Phase 1 is fixed-scope. Phase 2 and Phase 3 are priced separately once the evidence, integrations and delivery requirements are clear.
Bring us the problem. We’ll help you determine what should be built.
The first conversation focuses on the commercial, product or operational problem—not on selling a predetermined AI tool.