Betby unveils major AI Labs enhancement

• Betby to showcase upgraded AI Labs suite at SBC Summit Lisbon 2025
• Enhancements span live betting tips, real-time personalisation, and expanded entertainment markets
• AI risk tools claim 99.99% accuracy in identifying top 15% of high-risk players

Betby will present a significant upgrade to its AI Labs sportsbook suite at SBC Summit Lisbon 2025, introducing new capabilities in betting tips, personalisation, and entertainment markets to bolster engagement and operator performance.

The company will demonstrate the features at stand C110 during the event, framing the release as a step-change in AI-driven betting experiences. The announcement aligns with Betby’s strategy to expand coverage and automation across its sportsbook stack.

The updated Betting Tips expands to cover 40,000 events per month across multiple sports and esports in 25 languages, which the company positions as the widest industry coverage for this type of tool. A key addition is live betting tips that react to in-game data in real time, moving beyond static pre-match assumptions to recommendations that mirror actual match conditions.

The product also reorients from traditional 1×2 markets toward combined “1×2 & Total” markets that Betby says yield higher margins and stronger interaction when paired with tips.

Personalisation upgrades include a real-time model that adapts instantly as bets are placed, combining individual preferences with hourly, daily, and weekly trends. Betby says this gives operators more precise retention tools while delivering more relevant journeys for players.

The company has positioned this as part of a broader AI-first approach designed to refine content surfacing, timing, and product discovery across sportsbook touchpoints.

“With these upgrades, AI Labs enters an entirely new phase,” said Danil Emelyanov, Head of BETBY’s AI Labs. “We are not only increasing coverage and efficiency but also pioneering features such as live betting tips and automated entertainment markets. These innovations empower operators to engage players in ways no other supplier in the industry can match.”

The Entertainment Feed, Betby’s AI-based feed for non-sporting events covering areas such as films, TV, games, and breaking news, evolves from market generation into live monitoring. According to the company, this keeps odds relevant and automates settlements, and while currently used as an alerting system for traders, it lays groundwork for fully automated entertainment markets.

This direction mirrors Betby’s previously outlined goal to bridge sports bettors and casino-style audiences through novelty and special markets.

Betby also highlights performance gains in AI-driven risk management, stating the system can identify the top 15% of high-risk players with 99.99% accuracy. The firm frames this as a combination of speed, precision, and analytics intended to support a more secure and profitable operator environment.

The tooling is part of a consolidated AI Labs framework that unifies features often fragmented across churn prediction, LTV estimation, risk, and business intelligence.