AI Meets iGaming: Sportradar’s Bettor Sense Aims to Transform Player Protection

Over the last decade, the gambling industry in Ireland has become one of the fastest-growing sectors, both socially and economically. The rise of online casinos has made gambling more accessible and much more appealing, with 1 in 30 adults in Ireland estimated to suffer from gambling-related problems. As licensing laws have become stricter to combat gambling issues, top regulators like the UKGC (United Kingdom Gambling Commission) and the MGA (Malta Gaming Authority) mandate the implementation of responsible gambling tools such as deposit limits, self-exclusion and loss limits. 

The question is, are these responsible gambling tools doing enough? Sportradar Group AG saw plenty of room for improvement, creating an AI tool that implements a more thorough and personalised experience. Using behavioural insights and real-time data will help guide protective measures to limit and control risk before it gets out of hand. Bettor Sense can recognise negative behavioural patterns and alert the operator to offer support in a timely manner. The site aligns with the current framework and wants to work alongside operators to support users. It promotes healthier limits with both sports betting and casino games.

One of the main driving forces for this tool is that it provides real-time data that enhances brand credibility. BETesporte is a betting operator in Brazil that is grappling with newly regulated marketing laws. They are setting an example of how the iGaming industry can be booming, while simultaneously prioritising a safe and responsible user experience. BETesporte has also joined Sportradar’s Integrity Exchange, a global network that intends to protect individuals and operators in the industry. This partnership will allow BETesporte to gain insight from a collaborative system that is preventing match-fixing and sports corruption.

Marcos Pereira, CEO of BETesporte said,

“BETesporte is fully committed to transparency and security across all its operations. The partnership with Sportradar, through the integration of Bettor Sense and the Integrity Exchange, reinforces our dedication to fostering a responsible and ethical betting environment in line with regulatory standards. Sportradar’s advanced technology enables us to anticipate and prevent risky behavior, ensuring our bettors have the best possible experience with complete safety…”

Tom Mace, Sportradar’s SVP of integrity & regulatory services, product & strategy, is pioneering the way for others like BETesporte to join them in advocating for safer online gambling. He said,

 “This partnership with BETesporte marks an important milestone for Sportradar’s ongoing mission to help shape secure and sustainable sports betting and iGaming industries. BETesporte is taking a proactive step in embracing responsible gaming as a core part of its business. We are confident this will be the first of many partnerships, as the market increasingly recognizes the value of using data and technology to protect end users and strengthen compliance.”

What Do We Think?

In a time when Ireland’s gambling landscape is evolving rapidly, the need for smarter, more adaptive responsible gambling measures has never been clearer. As an author closely following this industry, I believe tools like Bettor Sense signal a major step in the right direction. While traditional safeguards are important, they often fall short of real-time intervention. What makes Sportradar’s approach stand out is its use of data and behavioral insights to anticipate harm before it escalates; something we haven’t seen enough of in the space. The partnership with BETesporte shows how innovation and integrity can go hand in hand, even in high-growth markets. If more operators take a cue from this model, we could see a future where gambling is not only entertaining, but also far more ethical and sustainable.