By integrating BeBettor's data model, BetGoodwin aims to enhance CRM capabilities and user segmentation strategies, improving player experience and loyalty.
UK sports betting company BetGoodwin has announced a partnership with data technology company BeBettor to integrate the latter's "Wealth Score" system into its Customer Relationship Management (CRM) system, further enhancing personalized experiences and risk identification capabilities.
BeBettor's Wealth Score model is based on the distribution of wealth levels among UK residents, rating users from 1 to 10—where 10 represents the top 10% income bracket, and 1 represents the bottom 10%. This score is not based on actual financial disclosures but uses publicly available data and model calculations to provide an estimate of registered users' financial conditions.
Through this integration, BetGoodwin can gain insights into the potential economic capabilities of users at the initial stage of account creation, enabling more targeted marketing and user path optimization, while also enhancing the efficiency of responsible gambling identification.
BetGoodwin's Marketing Director Alan Bridle stated: "The collaboration with BeBettor allows us to better understand the backgrounds of our players from the first step of their journey. The Wealth Score tool enables us to more accurately segment players, providing experiences that better meet the needs of different groups, which will positively impact player satisfaction and lifecycle value."
BeBettor's Chief Commercial Officer Graeme Price also emphasized the differentiated advantages of this technology: "We are delighted that BetGoodwin has become part of our Wealth Score system. Compared to many operators in the market who have yet to deeply understand the financial conditions of players, BetGoodwin is already ahead."
This partnership further reflects BetGoodwin's ongoing investment in enhancing data-driven operations. Previously, the operator had partnered with EveryMatrix to activate platforms like OddsMatrix, upgrading its sports betting operations in the UK.
