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The Responsible Gaming 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

Ontario Lottery (OLG) launches PlayOLG using Bet Buddy's Responsible Gaming Solution 04 Dec 2014 by Simo Dragicevic
Bet Buddy wins significant R&D investment from the UK Technology Strategy Board 23 Apr 2014 by Simo Dragicevic
New research from Bet Buddy and GTECH: Analysis of demographic and behavioural data from internet gamblers and those who self-exclude 07 Nov 2013 by Simo Dragicevic

In the news

Bet Buddy to Present new Research at NCRG 2015 24 Jul 2015
Bet Buddy Judges WhichBingo Most Socially Responsible Bingo Operator Award 15 Jun 2015
Bet Buddy Shortlisted for Best Innovation in North American iGaming Award 30 Apr 2015

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.

Security

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.

Same Data, Multiple Methods

BetBuddy's scientific approach utilizes multiple analytics approaches to assess risk to mitigate any weakness in any one single approach. Our patent-pending Three-Tier Model is calibrated with insights using a variety of machine learning methods from our platform, including artificial neural networks, random forest decision trees, and Bayesian networks, meaning we will continuously look for the best way to do things for you. BetBuddy's approaches are constantly tested, assessed and updated and utilize the latest techniques in machine learning. We have been funded by InnovateUK, the United Kingdom's 'innovation agency' in partnership with the Machine Learning department from City University London, and have developed machine learning methods to understand and predict behaviour.

Knowledge Extraction - Opening Up The Black-Box

Large-scale recurrent and deep neural networks have become very successful recently as powerful tools in the analysis of big data. When such networks are trained to adapt their parameters automatically from large amounts of data, as required by many complex applications, they exhibit good scalability and competitive accuracy results, due to their parallel and distributed architecture, but also become a black box, due to the size and complexity of the same architecture. Knowledge Extraction is now opening the black box, providing explanations for the behaviour of the sub-symbolic networks, and offering symbolic descriptions which are crucial in computer science to enable compositionality, system maintenance, and evolution, and the consolidation of knowledge.

Articles

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.

Conferences

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).

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 11 (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.

Projects

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.

Videos

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.

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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
1 Bath Street
EC1V 9LB

Telephone: +44 (0) 20 7193 6896

Email: info@bet-buddy.com

Directions

 

Partners

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.

Machine Learning Group, City University London

The Department of Computer Science is at the forefront of international excellence and leadership in education and research for the computer science professions.

Team

Simo Dragicevic, Founder

Simo Dragicevic has served for 20 years in the computer software and consulting industries. Simo was named the AMBAs Entrepreneur of the Year in 2013 and his research focusing on machine learning, data and risk has been published in peer-reviewed academic journals. Simo holds an MBA from Cass Business School and a BSc from Loughborough University.

Andrew Kelly, Chief Technology Officer

Andrew began his career developing software for Sun Microsystems at their headquarters in Silicon Valley. After completing his Bachelors in Computer Science, he worked for Sony PlayStation developing custom applications that supported all areas of the PlayStation business across Europe, the Middle East and Australasia. At Bet Buddy, Andrew is driving forward the company's technical strategy and adding innovative new features to their core products.

Chris Percy, Researcher and Data Scientist

Chris has extensive experience in statistical modelling and longitudinal research covering disciplines such as internet gambling and problem gambling, and investment banking. He has previously worked in governmental organizations, strategy consultants, and asset management firms and his research has been published in numerous peer-reviewed journals.

Joe Vullo, Graduate Engineer

Joe joined Bet Buddy 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 OpView as software engineer.

Manoel Franca, Data Scientist

Manoel is currently a Research Assistant at City University London, currently seconded to Bet Buddy. During his PhD, his research has focused towards neural-symbolic integration, with First-Order Logics and Artificial Neural Networks. His interests are neural-symbolic systems, inductive logic programming and relational learning, and his research has been published in peer-reviewed journals.

Clive van Hilten, Legal Advisor

Clive has been advising Bet Buddy 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.

Collaborators

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!

Available positions

Graduate Engineer

Business Associate

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We are delighted to be shortlisted for this year’s Best Innovation in North American Gaming award and we’re very much looking forward to the finals

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 info@bet-buddy.com.

24 Jul 2015

Bet Buddy Founder Simo Dragicevic will be speaking at this year's National Centre for Responsible Gaming conference on Gambling and Addiction in Las Vegas, part of this year's G2E Expo. Several studies have examined self-exclusion programs from land-based...read more

15 Jun 2015

This year, the WhichBingo Awards category of ‘Most Socially Responsible Bingo Operator’ was decided by judges, rather than a player vote. The judging panel consisted of independent experts who have vast experience in responsible gambling practices, problem...read more

30 Apr 2015

Bet Buddy is delighted to announce that it has been shortlisted for the Best Innovation in North American iGaming Award at the 2015 iGaming North America Awards for advances made in machine learning and consumer protection. Other shortlised companies...read more

01 Jan 2015

Bet Buddy is delighted to announce that Ontario Lottery Gaming Corporation has now launched its new iGaming business, PlayOLG. Players in Ontario will be able to access a range of interactive casino-style games such as blackjack, roulette and baccarat...read more

Twitter

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Ontario Lottery (OLG) launches PlayOLG using Bet Buddy's Responsible Gaming Solution
04 Dec 2014 by Simo Dragicevic
Bet Buddy is delighted to announce that Ontario Lottery Gaming Corporation has now launched its new iGaming business, PlayOLG. Players in Ontario will be able to access a range of interactive casino-style games such as blackjack, roulette and baccarat...read more
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Bet Buddy wins significant R&D investment from the UK Technology Strategy Board
23 Apr 2014 by Simo Dragicevic
Bet Buddy, the innovative and award-winning gaming analytics business has recently won approval for significant R&D funding from the Technology Strategy Board. The funding will support pioneering development work, leveraging City University's academic...read more
Tags: behavioural analytics,machine learning,Technology Strategy Board
New research from Bet Buddy and GTECH: Analysis of demographic and behavioural data from internet gamblers and those who self-exclude
07 Nov 2013 by Simo Dragicevic
We are very happy to announce that the latest output from Bet Buddy's and GTECH's research collaboration will be published in the Journal of Gambling Studies. This new peer-reviewed paper focuses on self-exclusion as one of the main responsible gaming...read more
Tags: academic research,self-exclusion,three tier model
International Centre for Youth Gambling: Behavioral Analytics Article
25 Oct 2013 by Simo Dragicevic
Bet Buddy has published an article in the latest newsletter of the International Centre for Youth Gambling Problems and High-Risk Behaviours (Fall 2013, Volume 13, Issue 3). The centre is a McGill University Research Centre that is focused on research,...read more
Tags: academic research,behavioural analytics,youth gaming

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