bet365, the Stoke-on-Trent-based operator that remains one of the world's largest online gambling companies by revenue, has confirmed the phased launch of a proprietary artificial intelligence personalisation engine across its UK, Italian, and Spanish markets in Q1 2026.
The platform — developed entirely in-house by a team of over 200 engineers and data scientists over a three-year period — uses machine learning models trained on anonymised player behaviour data to dynamically personalise the product experience for individual customers. Applications include personalised homepage layouts, contextually relevant promotional offers, bespoke sports betting recommendations, and adaptive responsible gambling triggers that activate based on detected changes in individual playing patterns.
bet365 declined to disclose specific investment figures but industry sources familiar with the project place the development cost in excess of £150 million, making it one of the most expensive technology programmes undertaken by a private gaming operator.
The company has not issued a formal press release on the launch — consistent with its longstanding aversion to external communications — but confirmed the deployment in response to industry press enquiries.
"This technology allows us to serve our customers better. It allows us to be more relevant and more responsible at the same time," said a bet365 spokesperson.
The personalisation engine will be extended to bet365's remaining European markets — including Germany, the Netherlands, and Belgium — through 2026 and 2027, with a global rollout expected to be completed by end of 2028.
Source: bet365
Anton Voronov
B2B Analyst
Member of the iGaming Pulse editorial team. Covering industry news, analysis, and B2B developments across the global iGaming sector.
