Sunbet Italia adopts Fast Track CRM to centralize player management
The Italian operator will use the platform's AI to manage customer relationships across its sportsbook, casino, poker and bingo products.
MALTA — Sunbet Italia has officially adopted the Fast Track CRM platform to centrally manage its customer relationship and player engagement activities.
The ADM-licensed Italian operator, part of Gruppo Sun Bet and operated by Betpremium S.r.l., runs an online sportsbook, casino, live casino, poker, bingo, virtuals and horse racing under an Italian concession, alongside the group's retail network.
"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.
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"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 introduction of Fast Track marks an important step in Sunbet's technology journey, with the aim of improving operational efficiency, optimising how CRM campaigns are managed and offering its players an increasingly personalised experience.
Sunbet's team runs player engagement from one platform, working from real-time data and the Singularity model, which shapes each player's experience individually rather than by segment.
For an operator with a product range this broad, in a highly regulated market like Italy, one view of every player across sport, casino, poker and bingo is a strategic advantage.
It lets Sunbet develop communications that are more relevant, coordinated and consistent with players' needs, in line with current regulation and responsible gaming principles.
Fast Track AI plays a central role. The team works with the platform conversationally, in Italian, and delegates end-to-end CRM tasks to agents, from analysis and segmentation to campaign build and multi-channel delivery.
The Sunbet team keeps control and oversight throughout, and can review, approve and monitor operations according to its own organisational needs and internal procedures.
Since its launch, Fast Track AI has become a central tool in the team's work on the platform, helping simplify operational processes and make the day-to-day management of CRM activity faster and more efficient.
Adopting Fast Track reflects Sunbet Italia's commitment to keep investing in technological innovation, process automation and making the most of its data, laying the foundations for a player relationship model that is increasingly advanced, integrated and sustainable.
"Italy is one of the most highly regulated markets in our industry, and Sunbet has built a broad and diversified offer within it," said Simon Lidzén, Co-Founder and CEO of Fast Track.
"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."