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The Responsible Gambling Analytics Experts

BetBuddy has developed a patent-pending behavioural identification and modification platform that provides unparalleled direct marketing and responsible gaming features for lotteries and operators. PowerCrunch is BetBuddy's core data mining and machine learning platform. It is available either as Software as a Service (SaaS) or as a product that can be seamlessly integrated with your player account management systems, content management systems, and eCRM systems.

BetBuddy's analytics insights are automatically fed back to the operator and player, allowing an operator to make smart interventions, such as tailoring its marketing strategy. For players, auto-generated personalised communications and a series of choices from the operator’s existing player protection tools and features are made available to ensure the right offers are made to your players.

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From our blog

The Future of Ethical Artificial Intelligence 04 May 2018 by Sanjoy Sarkar
Meet Our New Engineers and Data Scientists 03 Oct 2017 by Simo Dragicevic
Fast Responsible Gambling Risk Analytics using Apache Spark 31 Jul 2017 by Sanjoy Sarkar

In the news

Onling Bingo and Slots Summit: Trust, Integrity and Safety 07 Jun 2018
BetBuddy named RegTech Provider of the Year 20 Apr 2018
BetBuddy to Speak at the 2018 Canadian Gaming Summit 11 Apr 2018

Enhance Customer Experience

BetBuddy contributes towards positive player experiences by helping players to make informed decisions. BetBuddy’s algorithms identify those players who are at risk, ensuring they are targeted with personalized communications and tips at the right time. BetBuddy helps lotteries to expand their gaming offerings whilst at the same time building a sustainable player base.

Personalised Communications at Machine Scale

Powered by BetBuddy's patent-pending platform, our products go beyond just crunching the data and providing highly accurate predictions. BetBuddy creates personalised communications to convey meaning and help your customers to make informed decisions, helping to build a long-term, profitable and sustainable business.

Open Approach to Behavioural Analytics

BetBuddy adopts an open approach to its behavioural models and solution, meaning regulators and operators understand player risk ratings. This is critical in increasing regulatory and industry understanding of responsible gaming behavioural tracking solutions, as the research community and industry feedback suggests that ‘black box’ systems raise legal and practical concerns e.g. being unable to understand root causes and as such, an inability to target those specific behaviours causing harm. BetBuddy makes sure everyone in your organisation understands why players are rated the way they are.

Commitment to Evidence-Based Methods

BetBuddy’s research and methods, including its Three-Tier Model for At-Risk gambling detection, have been independently assessed by experienced academics and published in peer-reviewed journals specialising in gambling addictions science (e.g., Journal of Gambling Studies, International Gambling Studies). Our technology solution has been tested by regulators in North American gaming markets (e.g., the Alcohol and Gaming Commission of Ontario), and our approaches, assets, and results are subject to continuous review from our client’s own internal and external expert advisors. We also continue to benchmark our own models with other organizations where possible (e.g., Harvard Medical School models). 

Buy v. Build?

Its a valid question, and if you weren't asking it you wouldn't be doing your job. Heres the quick answer: You have better things to do. Spending years and millions on this amounts to reinventing the wheel, and in a space as competitive as Gaming and Financial Services, your time is your greatest asset. Ask our clients, and they'll tell you that working with BetBuddy is helping them grow faster whilst meeting stringent compliance requirements.

Enhancing Trust in Your Brand is Your Number One Priority

BetBuddy's solutions go beyond the implementation of standard products that are updated with our clients' brand and logo. Our solutions can be configured to take into account your specific requirements, we make extensive use of your own data, and will offer customer facing customizations such as personalized messaging and branding to ensure your business offers a seamless overall experience to its customers. Our extensive and extendable API integration allows you to integrate a range of analytical insights across any channel, with possibilities of adding new data insights.

Responsible Gaming

BetBuddy's patent-pending gaming platform provides unique and unparalleled responsible marketing and gaming features for lotteries and operators in regulated gaming markets. The BetBuddy gaming platform is available either as Software as a Service (SaaS) or as a product that can be seamlessly integrated with your enterprise account management systems, content management systems, and eCRM systems. BetBuddy keeps your players' gaming healthy and fun, offering an automated real-time solution that detects risk and informs operators and players about their gaming. We believe that an informed player is a happy player and these products can help lotteries and operators build greater brand equity and trust with players which can reduce customer churn and help retain players for life.

Financial Services

BetBuddy's patent-pending banking platform enables you to start leveraging underutilized data, recognize what data is most relevant to an audience and deliver consumable content and information products your consumers are demanding. Driving personalised interactions with your customers helps them to stay on top of your spending and finances to ensure your customers do not get into financial difficulty.

Independent Expert Validation

BetBuddy ensures its products and methods are rigorously scrutinized by the most respected academic experts in the fields of responsible and problem gambling. Our methods and approaches have been independently assessed by Dr. Jeffrey Derevensky, our research and methods have been assessed under peer-review by the worlds most trusted academics and published in leading journals (e.g. Journal of Gambling Studies), our solution has been tested by regulators in North American gaming markets, and our approaches, assets, and results are subject to continuous review from our clients own internal and external expert advisors. We also benchmark our own models with other organizations where possible e.g. Harvard Medical School data and models, to ensure we continually deliver the best. This emphasis on external expert validation means the Bet Buddy brand is trusted worldwide.


BetBuddy's solutions are supporting real-time customer facing applications in the most heavily regulated industries in the world. Our customers, which include some of the worlds largest B2B software suppliers and government-run organisations, entrust us with sensitive, confidential business data, and we are committed to providing the strongest available security for that data. Effective security is characterized not only by adherence to certain industry standards, but also by implementing multiple levels and types of protection.

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Gambling Insider Article on BetBuddy and City University Collaboration

Dr. Artur Garcez, Reader in Neural-Symbolic Computation and BetBuddy collaborator, explains how sophisticated machine learning algorithms are helping the industry to improve player protection.

Public Gaming International: Growing Lottery Sales with RG

Traditional RG approaches, such as setting arbitrary and 'one-size-fits-all' limits, are challenged in this article. BetBuddy opens opportunities for new possibilities to personalise RG and the gaming experience.

Technical Case Study: Implementing for Predicting Harm

An article published in Datanami gets inside the technical approach and implementation of BetBuddy's machine learning solution which utilizes the leading open source machine platform,


Software Accelerates - From Online Virtual Worlds to Behavioural Analytics

Bet Buddy presented its latest research undertaken in collaboration with City University London and GTECH G2 at the Responsible Gaming Discovery Conference, Ottawa, Canada, in April 2011.

Bet Buddy Collaboration highlighted at the AAAI 2015 Spring Symposia

The AAAI's Spring Symposium held at Stanford University focuses on artificial intelligence research. Dr. Artur d'Avila Garcez will highlight early results from City University's and Bet Buddy's research collaboration.

UNLV Conference 2013: The CEO and Gaming Operations of the Future

Based on interviews with a select group of industry leaders in the iGaming sector, Bet Buddy outlines how they expect to be managing their gaming business and operations in 5 years time.

Multi-Operator Self-Exclusion: Responsible Gambling Council April 2012

GamCare presented findings from its research collaboration with the University of Salford and Bet Buddy at the RGC's Discovery 2012 Conference, including data from interviews with players and operators.

European Lotteries Association Conference (2011)

Bet Buddy presented at the European Lotteries Association annual responsible gaming conference, hosted by Lotto Hamburg, describing results from research into behavioural analytics using internet data.

RGT Conference: Harm minimisation in gambling

Bet Buddy will be presenting at the Remote Gambling Association's (RGA) Annual General Meeting in London on the 11th November 2013. The RGA is the largest online gambling trade association in the world.

BCLC New Horizons: Big Data Panel (2014)

Bet Buddy will be participating in the British Columbia Lottery Corporation's (BCLC) New Horizons Conference in Vancouver, from the 27 - 29 January 2014 on a panel discussion on Big Data in Responsible Gaming.

National Center for Responsible Gaming (NCRG) Conference (2012)

Bet Buddy has been invited to join a panel discussion with gaming industry leaders such as Mitch Garber (CEO, Caesars Interactive Entertainment) and Mark Lipparelli (Chairman, Nevada State Gaming Control Board).

BetBuddy wins AMBA Award

This article shows cases the AMBA awards ceremony and includes an interview with Simo Dragicevic, BetBuddy AMBA Entrepreneurship winner.

New Horizons in Responsible Gambling (2016)

Christian Percy, BetBuddy Lead Researcher, presents new BetBuddy research that is making complex machine learning algorithms that predict harm understandable to operators, regulators, and researchers.

22nd European Conference on AI (2016)

BetBuddy presented at the 22nd European Conference on Artificial Intelligence. The research, successfully applied knowledge extraction techniques to make blackbox neural network algorithms readable and interpretable.

Responsible Gambling Council (2016) - Positive Play

Read BetBuddy's presentation on Positive Play, exploring our understanding of what characterizes “positive play” (e.g., playing for fun, balancing gambling with other leisure interests).

Responsible Gambling Council (2016) - RG as Brand

What is the impact on RG goals and programs? What makes the RG-as-brand model different from a compliance model? Is there a danger that RG becomes too marketing oriented? Read OLG, BetBuddy and Resource Strategy Group's presentation here.

EASG Conference (2016)

Andrew Kelly, BetBuddy CTO, will be presenting at the 2016 European Association for the Study of Gambling (EASG) conference. He will discuss considerations for choosing machine learning platforms for Responsible Gambling algorithms.

Responsible Gambling Council Discovery 2017

BetBuddy presented research on analysing player data to identify those at risk of gambling-related harms. The session explored some of the variables that signal risk. How trustworthy are they? And can they be translated into effective interventions?

Peer-reviewed journals

Journal of Gambling Studies March 2015, Volume 31, Issue 1

A Descriptive Analysis of Demographic and Behavioral Data from Internet Gamblers and Those Who Self-exclude from Online Gambling Platforms

International Gambling Studies Volume 11, Issue 3

Analysis of casino online gambling data in relation to behavioural risk markers for high-risk gambling and player protection.

International Centre for Youth Gambling and High-Risk Behaviors, Vol 13, Issue 3

Published in McGill University's Youth Gambling newsletter this article discusses strategies and opportunities for gaming operators to adopt responsible gaming analytics within their operations.

Exploring Internet Gambling Policy, Prevention and Treatment

Academics Alex Blaszczynski and Sally Gainsbury book provides a compilation of peer-reviewed research by prominent international researchers and organisations, including Bet Buddy research.

World Online Gambling Law Report, Volume 10, Issue 7, July 2011

This article examines the gambling industry’s approach to self-exclusion, a key player protection feature in both retail and online regulated gambling markets.

International Gambling Studies, Vol 16 Issue 2, April 2016

Predicting online gambling self-exclusion: an analysis of the performance of supervised machine learning models

Frontiers in Artificial Intelligence and Applications: Volume 285: ECAI 2016

The Need for Knowledge Extraction: Understanding Harmful Gambling Behavior with Neural Networks

2016 Conference and Workshop on Neural Information Processing Systems (NIPS)

Accuracy and Interpretability Trade-offs in Machine Learning Applied to Safer Gambling


Responsible Gambling Trust (RGT) Machines Research Programme

Bet Buddy CEO Simo Dragicevic is supporting research into Category B gaming machines an expert member of the Machine Research Oversight Panel to underpin confidence in the quality of the programme.


Cass Business School - Ethics in Gambling

Simo Dragicevic, Bet Buddy CEO, discusses responsible gaming with Cass Business School as part of its Cass Ethics series interviewing industry and academic leaders.

13th GamCare Annual Conference - 'Moving in the Right Direction'

The conference hosted a panel discussion titled 'Moving in the Right Direction' which included presentations and discussions on social media, self-exclusion and social marketing, including Bet Buddy's Simo Dragicevic.

Big Data Interview with Bet Buddy Founder and CEO

Bet Buddy CEO Simo Dragicevic talks to City University London about the $500bn gaming industry, analytics, consumer protection and how the Peter Cullum Centre for Entrepreneurship helps businesses to succeed.

Understanding Algorithms - New Horizons Presentation (Audio)

Listen to Christian Percy, BetBuddy Lead Researcher, explain how BetBuddy is making complex machine learning algorithms that predict harm understandable to operators, regulators, and researchers.

White papers

Sustainability in Gambling Article - City University London

Can the online gambling industry continue to grow profits whilst protecting players? This article is based on primary research with senior industry and academic stakeholders.

Industry Roundtable: RG Algorithms

Fifteen senior executives and experts from the gambling, machine learning gathered BetBuddy's roundtable on Responsible Gambling algorithms.

Asset type

Interactive demos
Peer-reviewed journals
White papers

BetBuddy is a big data analytics platform for the gaming industry

We provide predictive analytics and personalisation platform that allows our clients to better understand our customers.

Government run gaming organisations such as Ontario Lottery and Gaming Corporation and the world's largest technology suppliers such as IGT rely on BetBuddy to help to understand and better manage their customer experience.

Contact details

Bet Buddy
61 Southwark Street, 
London, SE1 0HL

Telephone: +44 (0) 20 7193 6896












Innovate UK

Innovate UK is the new name for the Technology Strategy Board. We fund, support and connect innovative businesses to accelerate sustainable economic growth.

Research Centre for Machine Learning, City, University London

The Research Centre for Machine Learning conducts research into the construction and study of systems that learn from data. The expertise in the centre is focused on neural-symbolic computing and learning, reasoning and knowledge extraction from Big Data, and the analysis of rich media information including video, audio, multimodal and spatiotemporal data.


Simo Dragicevic, CEO

Simo Dragicevic has served for 20 years in the computer software and consulting industries. Simo was named the AMBA Entrepreneur of the Year in 2013. His research has been published in scientific journals covering AI and gambling behaviours. Simo holds an MBA from Cass Business School and a BSc from Loughborough University and is currently an Associate at the Research Centre for Machine Learning at City, University of London.

Chris Percy, Lead Researcher and Data Scientist

Chris is an expert in the application of statistics and machine learning to data to understanding gambling behaviour. His research has been published in the most respected scientific journals, including the Journal of Gambling Studies and International Gambling Studies. He has presented his research at the EASG 2014 Conference, the BCLC New Horizons in Responsible Gambling Conference in 2016, the European Conference on AI in 2016.

Joe Vullo, Software Engineer

Joe joined BetBuddy in the summer of 2015 having graduated with 1st Class Honours in Software Engineering from Oxford Brookes University. Joe has previously worked for the technology software monitoring company Opsview as software engineer.

Sanjoy Sarkar, Data Scientist

Sanjoy is currently a post graduate student at City University London, seconded to BetBuddy. His research is focused on knowledge extraction from various machine learning techniques, with a specific emphasis on the application of knowledge extraction to neural networks and random forests.

Clive van Hilten, Legal Advisor

Clive has been advising BetBuddy since inception and has over 15 years experience in commercial law and significant experience in working in the high technology industries, having previously worked for the software development firm Misys. Clive is experienced in all aspects of contract management including procedures for the use and treatment of confidential information, IP, and compliance and risk management.

Mariam Tavasoli, Head of Compliance and Regulation

Mariam Tavasoli has served for over 10 years in financial services, gaming, and accounting industries. She has worked and consulted for some of the world's largest and most complex banks, including Deutsche Bank, JPMorgan Chase and HSBC, helping them to interpret and deliver on highly complex compliance and reporting requirements. Mariam is a member of the ICAEW and qualified for her ACA at Mazars.


Dr. Artur d'Avila Garcez, Academic Advisor and Principal Investigator

Dr. Garcez is a Reader in Neural-Symbolic Computation at City University London. He is a Fellow of the British Computer Society and editor-in-chief of the AI and Neural Computation books series.. Dr. Garcez has an established track record of research in Neural Computing and AI. He has co-authored two books: Neural-Symbolic Cognitive Reasoning (2009) and Neural-Symbolic Learning Systems (2002), has over 100 peer-reviewed publications.

Dr. Tillman Weyde, Academic Advsior

Dr. Tillman Weyde is an expert in machine learning, with applications to music and audio. He leads the Music Informatics Research Group at City University London, and is a member of the Machine Learning group. He is an associated member of the Institute of Cognitive Science at the University of Osnabrück and the Intelligent Systems Research Laboratory at the University of Reading. His work has been funded by the European Union and AHRC.

Dr. Greg Slabaugh, Academic Advisor

Dr Greg Slabaugh is a Senior Lecturer at City University London, working in the field of visual computing with applications to healthcare. He has published over 75 peer-reviewed papers in international conferences and journals, and has over 30 granted patents. He is a Senior Member of IEEE and served as an Associate Editor of IEEE Signal Processing Magazine (2007 - 2012). His research has been funded by the European Union, the EPSRC, and the Technology Strategy Board.

BetBuddy is a tech and analytics company, through-and-through

Every day we tackle big data problems in London's Tech City, one of the world's fastest-growing spaces.

Our ethos

As a team, we value creativity and personal growth, and that comes through whether we're on-stage speaking about our work, or rolling out a shiny new feature. Interested? We'd love to talk!

Our development culture

Customer focus

Every decision we make starts with our customers and their needs.  We recognise that the most successful companies are customer focussed companies.  This means we develop the products and services that our customers need not the products we hope they need.

Build quality in

The key to happy customers is quality in everything we do.  We do not dump responsibility for quality on a QA team. Everyone in the team is responsible for the quality of their work whether that is testing their code, writing clear documentation, or presenting technical solutions to customers.

Data drives us and we are data-driven

At BetBuddy we think critically about data. We are open-minded and experiment to back-up our instincts.  We love to dive deeper to see what we can learn - we challenge assumptions.  We measure success and use evidence and research to drive key decisions.

Learning and personal growth

The most valuable resource we have is our people.  BetBuddy development staff are committed to learning and personal growth.  That’s why we invest in our staff through one-on-ones and mentorship programs. We also allow team members to devote 10% of their time to learn new methods and technologies outside their core day-to-day tasks.

Reflect and improve

We can never move forward unless we look back.  We value learning from our experiences.  Reflecting on past issues are not opportunities to level blame.  They are opportunities to learn.  Team members are empowered with responsibility and therefore not afraid to admit mistakes because they know we will ask ‘How can we prevent that in the future?’ not ‘Why did you screw up?’

Available positions

Data Scientist


We are delighted to announce that BetBuddy and Ladbrokes teams are collaborating on a number of initiatives, with the initial focus being on the Ladbrokes UK retail business

Read about the BetBuddy team

Read about what we are doing to advance the industry's thinking and knowledge in the areas of responsible gaming and advanced data analytics. If you are interested in collaborating with us on our responsible gaming product development and research initiatives then please email us at

07 Jun 2018

BetBuddy will be supporting the Bingo and Slots Summit taking place in London on the 12th June. Chris Percy, BetBuddy researcher and data scientist, will join a panel alongside the RGA and Gambling Integrity discussing the UK regulatory environment more

20 Apr 2018

BetBuddy has won the RegTech provider of the year award at the 2018 GamblingCompliance Global Regulatory awards.  The awards recognise significant achievements by individuals and teams in the fields of regulation and compliance, areas that continue more

11 Apr 2018

Simo Dragicevic, BetBuddy CEO will be joining the Artificial Intelligence, Big Data and Making Sense of it All panel at the 2018 Canadian Gaming Summit. The collection, storage and analysis of data and the ability to manipulate it to the benefit of more

04 Apr 2018

The application of artificial intelligence and machine learning promises huge benefits for online operators seeking to learn about player behaviours and identify disordered gambling. But big data in gambling brings with it new regulatory concerns more


The Future of Ethical Artificial Intelligence
04 May 2018 by Sanjoy Sarkar
We recently attended Barclays’ first artificial intelligence (AI) frenzy event. The objective of the event was to gather Barclays’ partners in relevant fields to discuss aspects of the future of ethical AI. The event consisted of panel discussions, workshops, more
Tags: AI,ethics
Meet Our New Engineers and Data Scientists
03 Oct 2017 by Simo Dragicevic
We are pleased to welcome some new members to the BetBuddy engineering and data science teams. Matt, Charitos, and Sudeepth explain more about the working they are doing at BetBuddy below: Matthew Cunliffe - Java Engineer What attracted you to more
Tags: team
Fast Responsible Gambling Risk Analytics using Apache Spark
31 Jul 2017 by Sanjoy Sarkar
The importance of using data for consumer protection The recent remote gambling and software technical standards consultation published in June 2017 shed further light on the expectations of the Gambling Commission, the UK regulator, on what is more
Tags: big data,machine learning,predictive analytics
Why We are Partnering on AML with Kindred Group and City, University of London
03 May 2017 by Simo Dragicevic
We were delighted to announce that we are starting work on an initiative in collaboration with Kindred Group and City, University of London, to research the application of AI (artificial intelligence) techniques to improve AML (anti-money laundering) more
Tags: machine learning,AI,AML,Compliance