OtherLevels, a leading provider of real-time, multi-channel experience platforms for live sports and iGaming, has released a case study revealing major personalisation gaps in sportsbook campaigns.
The findings produced by OtherLevels’ research team, highlight a disconnect between bettor behaviour and the marketing messages received. The analysis reviewed 103 app push notifications sent to two real-money bettors in a two-month period.
Despite the users placing 228 bets across professional football, basketball, hockey, and soccer, the messaging failed to reflect their activity:
- 29% of messages had no relevance to the sports they bet on
- 23% focused on college sports, which neither user followed
- Only 1% promoted soccer content – despite 19% of their bets being on soccer
- 93% of messages were completely non-personalised
“This study underscores a prevalent issue in the industry: the disconnect between available customer data and its effective utilisation in personalised marketing,” said Brendan O’Kane, CEO of OtherLevels. “It’s not just about having the data — operators need to turn that insight into timely, relevant, and contextual content. That’s what creates a true customer experience that feels personal and engaging.”
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The study saw OtherLevels select one of the major US operators as the focus for initial research. Phase 2 of the study has now been expanded to include multiple Tier 1 operators and channels across the US market.
The findings to date reflect a wider industry trend. Sportsbook campaigns are often driven by the sporting calendar — aligning with major events like Super Bowl or March Madness — rather than by actual bettor preferences. While this seasonal approach helps marketing teams meet deadlines, it often leads to missed engagement opportunities.
“We’re seeing operators default to mass seasonal campaigns because everyone’s under pressure and campaigns have to go out,” O’Kane added. “But when bettors receive content that doesn’t match their interests or activity, it damages engagement and trust.”
By contrast, operators using the OtherLevels Experience Platform — which incorporates live odds, historical betting behaviour, and match context — have seen measurable lifts in engagement:
- +16% engagement from personalised NBA push notifications
- +8% lift from NFL-focused messaging
§ +30% increase in on-site interaction for tailored NFL content
The Experience Platform creates 1:1 experiences at scale, across 70+ languages, and for any channel or CRM platform.
Read the full case study here
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