Sunbet Italia adopts Fast Track CRM to centralize player management

MALTA · Sunbet Italia, the Italian sports betting and gaming operator licensed by the ADM, has officially adopted the Fast Track CRM platform. The move will allow the operator to manage customer relationship management and player engagement activities from a single, integrated system. Operated by Betpremium S.r.l. and part of Gruppo Sun Bet, Sunbet runs an online sportsbook, casino, live casino, poker, bingo, virtuals and horse racing under its Italian concession alongside a retail network. The introduction of Fast Track is described as an important step in the company's technology journey aimed at improving operational efficiency and campaign management.

"Our players use different products, from sports betting to casino, poker and bingo. Until now, the tools we had managed these separately, which made it harder to get a full picture of player behaviour," said the CRM director at Sunbet Italia. "With Fast Track we have a single platform that lets us manage all of that information together, making our CRM activity more effective. Another benefit is being able to work with the AI platform directly in Italian, in natural language, which significantly simplifies and speeds up our team's daily work." The Sunbet team will now run player engagement from one platform using real-time data and the Singularity model, which shapes each player's experience individually rather than by segment. For an operator with a broad product range in a highly regulated market like Italy, a unified view of each player across sports, casino, poker and bingo is considered a strategic advantage. The company said this allows for more relevant, coordinated communications consistent with player needs, current regulation and responsible gaming principles.

AI at the core

Fast Track AI plays a central role in the new setup. The team works with the platform conversationally in Italian and can delegate end-to-end CRM tasks to AI agents, from analysis and segmentation to campaign build and multi-channel delivery. The Sunbet team retains control and oversight throughout the process, with the ability to review, approve and monitor operations according to its own organizational needs. Since its launch, Fast Track AI has become a central tool for the team, helping to simplify operational processes and speed up daily CRM management.

Simon Lidzén, co-founder and CEO of Fast Track, said the technology is designed to support growth in a challenging market. "Italy is one of the most highly regulated markets in our industry, and Sunbet has built a broad and diversified offer within it," Lidzén said. "We are proud to provide the technology that lets the team support lasting growth: real-time data, one-to-one personalisation and Fast Track AI to turn that potential into concrete results." The adoption reflects Sunbet Italia's commitment to continued investment in technological innovation, process automation and data utilization.