Dynamic Audiences - Overview
AI-Powered, Real-Time Audiences to Drive Engagement and Retention
Purpose & Vision: Why Dynamic Audiences Exists
Dynamic Audiences enhances player communications by creating highly responsive player audiences at a level of granularity far deeper than most systems, generating personalised and event-driven journeys in real-time rather than the hours or days typical processes require.
With player data updated to the second, machine learning and AI track events of interest such as betting outcomes, behavioural triggers, jackpots nearing payout and live sports stats to drive higher engagement, retention and ongoing player relationships.
By continuously monitoring live events and player behaviours, Dynamic Audiences moves beyond static segments to re-engage players in the moments that matter. It also builds behavioural profiles and individual betting styles, identifying changes in player engagement and surfacing personalised stories that drive ongoing player interest.
Product Overview: What Dynamic Audiences Does
The Dynamic Audiences module bridges the gap between transactional data and effective, personalised player communications. Amplifier AI continuously listens to events of interest in real-time and uses recommendation technology in the background to generate responsive audiences, all in the moments that matter.
This level of real-time responsiveness and personalisation is typically something traditional rule-based systems struggle to achieve, as they cannot plan ahead or handle the sheer volume and unpredictability of events.
Dynamic Audiences operates across three core modes:
Real-Time Triggers
- Continuously monitors live events, key points of interest and changes in player behaviours, all in in real-time
- Automatically generates audiences in real time, enabling operators to act instantly on live events and behavioural changes, including recommending relevant upsells, markets and promotions
- Example trigger points: bet settlement and win/loss outcomes, drops in player engagement, jackpots nearing payout
On-Demand Audiences
- Enables CRM and marketing teams to build audiences instantly across a wide array of behavioural and transactional factors
- Ideal for reacting to unplanned or in-play events where timing is critical, such as the favourite falling in the first race at Cheltenham Festival or a last minute goal in a high profile football match
- Gambling-specific logic ensures only relevant events, markets and player actions are surfaced
Personalised Stories
- Behavioural wraps generated after events or at periodic intervals, e.g. end of month or end of tournament summaries
- Supports tailored journeys by highlighting individual player engagement, value operators provide and betting patterns
Integrations & Ecosystem – Connected Capabilities
Dynamic Audiences also integrates with other Amplifier AI modules and 3rd party systems to provide richer behavioural context and enhanced personalisation. This includes:
- Amplifier AI module integration: Connects with modules such as Content Recommendation, surfacing attributes like Favourite and Recommended Games directly within Dynamic Audiences. Subscribing to multiple modules delivers the full Amplifier AI experience
- 3rd party system integration: Quickly connects to external platforms such as Thunderbite, Sportcaller, Betmate and Stats Perform, supporting flexible deployment and multi-variant integrations
- CRM platform integration: Integrates with CRM systems such as Bloomreach, Braze, Movable Ink and Xtremepush, allowing audiences and behavioural insights to flow directly into marketing campaigns
How It Works: Inside Dynamic Audiences
As with all of Amplifiers AI’s products, Dynamic Audiences relies on transactional betting and gaming data. After transactional betting and gaming data is connected to Amplifier AI, Dynamic Audiences operates across three modes:
For a step-by-step overview of onboarding requirements, see this link to data onboarding guide
Real-Time Triggers
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What it does:
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Automatically generates hyper personalised audiences, in real-time, based on live events and changes in player behaviour, sending them directly into systems for instant campaign activation
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How it works:
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Requires initial setup to configure triggers, targeted sports, competitions and events, schedule and market upsell logic
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Amplifier AI continuously monitors live events and player behaviours, e.g. bet outcomes, drops in player engagement, jackpots nearing payout
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Once the trigger point is activated, targeted and relevant audiences are generated in real-time, enriched with relevant context and passed into CRM platforms
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Outputs / benefits:
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Enables operators to act instantly in an automated fashion with targeted communications, upsells and promotions
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Provides automation at scale, handling the volume and unpredictability of live betting events and player behaviours
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On-Demand Audiences
- What it does:
- Allows CRM and marketing teams to build custom audiences on-demand, without needing data or technical support
- How it works:
- Users define criteria via a front-end self-service interface
- Gambling-specific intelligence ensures only relevant events, markets and player actions are made available
- The system instantly generates audiences which can be automatically sent into CRM platforms for campaign activation and also downloaded directly in your local browser
- Outputs / benefits:
- Ideal for unplanned or in-play events where timing is critical, e.g. a favourite falling at Cheltenham Festival, or a last minute goal in a football match
- Empowers marketing teams with speed and flexibility to react in the moment
Personalised Profiles
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What it does:
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Builds behavioural profiles and wraps for every player, surfacing insights that strengthen long-term engagement and loyalty
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How it works:
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Amplifier AI processes and enriches player data continuously
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Profiles and insights at the player level are exposed via API, making them consumable by operators into CRM systems and/or 3rd party tools such as Movable Ink
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Data includes betting patterns, changes in engagement and personalised stories tied to player activity
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Outputs / benefits:
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Supports periodic wrap-ups, e.g. end of week/month/year summaries or post-event wrap-ups
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Reinforces player relationships with tailored content that feels personal and contextually relevant
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Use Cases & Product Fit: Where It Delivers Value
| Need | Function | Product Role |
| Respond in the moments that matter |
Create dynamic audiences based on real-time player data, derived from engagement signals and betting activity For example, identify customers whose engagement is dropping and who have backed a horse that has fallen, then re-engage them in the next race with tailored offers |
Provides real-time audiences that CRM teams can use immediately for timely communications and offers |
| React to key events to bring players back | Amplifier AI monitors jackpots, live sports stats and other events in real-time, creating personalised audiences at the exact moments that matter to players | Automatically triggers audiences to re-engage players at critical moments |
| Deliver hyper-personalised communications to players | Build behavioural wraps and summaries based on player gaming and betting activity, combining insights across multiple sessions and events | Supports long-term personalised relationships by delivering insights and wrap-ups after key events or at specific intervals |
| Additional Extras | Surface other Amplifier AI modules (such as Content Recommendations) and 3rd party systems directly in the self-serve UI | Enables richer player engagement by integrating additional personalised content alongside audiences |
Strategic Objectives: Key Impacts
- Enhance player personalisation: Deliver up-to-date and relevant experiences by creating audiences and behavioural profiles based on real-time events and player activity
- Increase share of wallet through contextual engagement: Automatically respond to key events that matter to players, such as jackpots reaching must-drop levels, to drive incremental spend and reduce stake leakage to competitors
- Boost long-term retention: Strengthen personalised relationships by surfacing behavioural insights and targeted experiences that keep players engaged over time
North Star Metrics: Measuring Success
| Metric | Reasoning |
| Real-time audience engagement rate | Measures how effectively audiences triggered by live events are interacting with personalised experiences |
| Player reactivation at key points of interest | Tracks the ability to bring players back based on contextually relevant events |
| Incremental share of wallet from targeted players | Quantifies revenue uplift from targeted, event-driven engagement compared to baseline behaviour |
| Retention rate of event-triggered players | Measures long-term effectiveness of behavioural profiling and personalised journeys |
Key Capabilities: Core Strengths
- Real-Time Event Monitoring: Continuously listens to jackpots, live sports stats, betting outcomes and behavioural triggers to identify moments that matter
- Automated Audience Generation: Instantly builds responsive audiences based on player behaviour and event context, enabling timely and personalised engagement
- Behavioural Profiling & Insights: Creates ongoing player profiles and wraps that inform future communications and deepen player relationships
- Contextual Relevance & Personalisation: Matches players to the right content and engagement opportunities based on their interests and actions in real-time
- Flexible Delivery: Delivers audiences and metadata in formats compatible with CRM platforms, ensuring seamless activation of personalised journeys
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