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The Responsible Gambling Analytics Experts

BetBuddy is a class-leading Responsible Gambling analytics platform, built around data mining and predictive analytics. By combining the latest research into problem gambling with the power of machine  learning, BetBuddy delivers an end-to-end solution for identifying and managing at-risk gambling behavioural patterns.

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

BetBuddy shortlisted for Innovations in Artificial Intelligence at this year’s Lloyds Bank National Business Awards 29 Jul 2019 by Simo Dragicevic
Identifying anomalous play in real time 28 Jan 2019 by Rex Yung
Can the gambling industry identify problematic sessions of play in isolation from historical play? 21 Oct 2018 by Emanuele Cappella

In the news

Playtech joins Codex Talk alongside ARM, Darktrace and NVIDIA to debate The Need for Explainability in AI 01 Jan 2020
Playtech to Showcase BetBuddy's AI Platform at this year's GSA Technology Summit 03 Oct 2019
BetBuddy and Playtech Executives Speaking at IMGL's Autumn Conference 06 Aug 2019

Artificial Intelligence

BetBuddy’s machine learning models not only drive greater accuracy, but are also fully explainable – a unique capability of the solution. A research partnership with the Research Centre for Machine Learning at City, University of London ensures BetBuddy’s solutions remain state-of-the-art.

Personalised Communications at Machine Scale

Ongoing player interaction is a key requirement from regulators. BetBuddy works seamlessly with the IMS Camaign Manager, meaning you can deliver highly personalised and focused Responsible Gambling messages in real-time via any channel at key trigger points in-game, or via email or SMS.

Seamless Integration

Access BetBuddy’s Responsible Gambling insights seamlessly from Playtech’s core IMS player management platform for a quick-to-implement, cost-efective ‘out of the box’ Responsible Gambling solution for an ever-more stringent regulatory environment.


Build segment-specific risk models to support players across retail and online play with a consistent approach and methodology, ensuring all customers are treated consistently. This is also more efficient in terms of solution modelling, development and ongoing support costs.

Delivering Proactive Harm Prevention

BetBuddy is a class-leading Responsible Gambling analytics platform, built around data mining and predictive analytics. By combining the latest research into problem gambling with the power of machine  learning, BetBuddy delivers an end-to-end solution for identifying and managing at-risk gambling behavioural patterns.

Enhancing Trust in Your Brand is Your Number One Priority

BetBuddy’s technology gives gambling operators the power to assess player risk and identify and minimise harmful play, detecting potentially problematic behaviour before it happens. From casino and bingo to poker and sports betting, any and every game play session and transaction is analysed.

Responsible Gaming

Armed with the detailed information BetBuddy’s analytical power delivers, operators can tailor player communications accordingly. Auto-generated messaging can be used to remind players how long they have been playing or suggest they take a break, encouraging players to assess their own behaviour patterns too. Being able to proactively assess and address player risk, and empowering players to do the same, is central to developing a healthy, safe gambling environment and building and enhancing player trust. BetBuddy can be a vital tool in ensuring operators not only meet but exceed the most stringent regulatory requirements as they navigate the regulatory challenges around Responsible Gambling.

Peer-Reviewed Methodology

The BetBuddy methodology and models have been independently validated by experts in gambling addiction and responsible gambling, and published in the leading gambling scientific journals.

End-to-end Solution and Service

BetBuddy enables operators to automate player risk classification and design and implement player interaction strategies accordingly. The BetBuddy team can also provide expert responsible gambling support to ensure effective operator human oversight of the end-to-end process.


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.

OLG BetBuddy Case Study

Ontario is one of the largest regulated internet gaming market in North America and the Ontario Lottery and Gaming Corporation (OLG) has a government mandate to work towards a ‘Gold Standard’ in Responsible Gambling (RG). OLG launched its regulated internet gaming offering in 2014 and was awarded the World Lottery Association’s Best Overall RG Program award in 2014 and 2018, the only lottery in the world to win the award twice.


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.

AI in AML Whitepaper: City, Kindred and BetBuddy

A collaboration between City, University of London’s Research Centre for Machine Learning, the online gambling operator Kindred, and BetBuddy, Playtech’s responsible gambling data analytics company, has produced the Interview Stakeholder White Paper, titled, “Raising Standards in Compliance: Application of artificial intelligence to online data to identify anomalous behaviours”.

Asset type

Interactive demos
Peer-reviewed journals
White papers

BetBuddy is a big data analytics platform for the gaming industry

BetBuddy provide a predictive analytics and personalisation platform that allows our clients to better understand our customers. BetBuddy is part of Playtech Plc, the world’s largest online gambling software and services supplier, which develops unified software platforms and content for the online and land-based gaming industry (including the licensed betting office, bingo and casino sectors). Playtech serves over 140 licensees, including the world’s largest online gambling operators, has a library of over 600 leading games, including some of the most recognised and best performing games in the market, and provides marketing, operational support, advisory and CRM services with additional services. 

Contact details


71 High Holborn, 

London, WC1V 6DA







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.

Johan Aludden, Technical Lead

Johan joined BetBuddy in 2018 as Technical Lead. Prior to joining BetBuddy worked as a senior Java Team Lead in Italy for eBay and Cisco, and most recently from Wowcher/Living social, where he was Lead Java Developer. Johan has an MSc in Physics and Maths from Luleå University of Technology, Sweden, and has authored two books aimed at helping kids code video games from scratch.

Charitos Charitou, Ph.D Candidate, Artificial Intelligence

Charitos Chariotou is a Ph.D candidate on the BetBuddy/Kindred/City research project exploring the applications of AI to anti-money laundering, which is due to start in October 2017, and which will run for 3 years. Charitos has previously worked at AIG as a technology analyst on its graduate trainee programme, supporting the AIG PCI project (Payment Card Industry) for a year, and Barclays Capital as a software developer. Charitos has a 1st Class MEng in Electronic and Information Engineering from Imperial College, where he specialised in Machine Learning and Artificial Intelligence.


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.

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

Front-End Engineer


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

01 Jan 2020

In this Codex talk, Simo Dragicevic, Founder and CEO of Playtech's BetBuddy safer gambling AI platform talks about the need to harness explainability in the application of AI to sensitive domains. Simo gives examples of Playtech's research in this more

03 Oct 2019

Playtech is delighted to be supporting the forthcoming Gaming Standards Association (GSA) Technology Summit on Artificial Intelligence (AI) in San Diego from the 6-7 November. The summit focuses on educating attendees on AI and explaining how it is more

06 Aug 2019

​IMGL is a not for profit association comprising over 340 members globally. Its members are recognized​ as the leading experts in their jurisdictions and are involved in most material gambling sector developments and issues worldwide. This year's more

25 Jul 2019

Playtech, the world’s leading gambling technology company, today announced that it has signed a contract with Ontario Lottery and Gaming Corporation (OLG) to provide its BetBuddy gambling data analytics technology for OLG’s internet gaming platform. more


BetBuddy shortlisted for Innovations in Artificial Intelligence at this year’s Lloyds Bank National Business Awards
29 Jul 2019 by Simo Dragicevic
BetBuddy shortlisted for Innovations in Artificial Intelligence at this year’s Lloyds Bank National Business Awards The Lloyds Bank National Business Awards is the flagship awards programme that recognises and rewards excellence across all sectors more
Tags: awards,artificial intelligence
Identifying anomalous play in real time
28 Jan 2019 by Rex Yung
Background - Moving to Real-Time In July 2018, BetBuddy initiated three research projects focused on using data science and artificial intelligence (AI) techniques to explore new ways industry can identify players at-risk. These projects are more
Tags: predictive analytics,real-time,LSTM,RNN,Isolation Forest,responsible gambling
Can the gambling industry identify problematic sessions of play in isolation from historical play?
21 Oct 2018 by Emanuele Cappella
Background In July 2018 BetBuddy kick-started three 6-month research projects to explore new ways in which the industry can use data and artificial intelligence (AI) to understand at-risk patterns of play. The projects are being undertaken by MSc more
Tags: machine learning,clustering,responsible gambling
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