Enhancing the Sports Betting Experience using Near-Real Time Campaigns

About Client

The client is one of the world’s largest sports-betting and gaming groups, operating in over 25 countries.


  • According to Research and Markets, The global sports betting industry is expected to reach USD 140.26 billion by 2028 at a CAGR of 10.1% from 2021 to 2028.
  • In-play or live betting is the most popular form of sports betting which attracts a lot of players throughout the year, across multiple tournaments. Gaming companies have been testing different strategies and experiments to gain more market share.
  • Part of the reason why in-play betting is so popular is due to the excitement and buzz that it creates through every minute of the match. It also gives the people an opportunity to make calculated decisions and place new bets while the game is in full swing.


Our client wanted to accelerate the process of reviewing and crediting money won by their customers to increase the number of player visits and wagering.

  • Sports betting companies usually take 24 to 48 hours for pay-out, which results in suboptimal customer satisfaction. What if the process can be reduced to a few minutes?
  • The client’s CRM team sought to measure the campaign performance in near real-time to improve campaign effectiveness by better player targeting and segmentation.

Our Solution

  • Devise a technique to fetch compact datasets in smaller chunks with regular frequency (15 minutes) and populate into a data mart.
    A cube was developed and scheduled to refresh every 15 minutes.
  • On top of the cube, a strategic dashboard was developed which gets refreshed every 15 minutes and published to a common SharePoint for further research and analysis


The client team received near real-time CRM data every

15 Minutes
with tactical campaign performance assessment for the same which enabled

Quick identification of inactive players,
better targeting and improved customer journey

Approving and encashing the pay-outs before the game ends gives players the opportunity to place more bets. Receiving rewards almost instantaneously also boosts customer gratification and loyalty.

The customers could now receive the outcome of the bets they placed almost instantaneously, making the sports-betting experience even more engaging and memorable

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