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Sports betting apps can use predictive machine learning and customer activity to choose which promotions to show and when to show them. Public examples document systems that tailor in-app offers or ads using factors such as past behaviour, sports interests, customer tenure and seasonality—but they do not establish that every sportsbook uses the same data or methods. An individualized offer also does not prove generative AI wrote it.
How does a sportsbook decide which promotion to show me?
AI in this context can mean predictive machine learning: software that identifies patterns in data and uses them to make predictions or decisions. That is different from generative AI, which creates text or other content. A sportsbook can personalize an offer by sorting customers into groups, ranking available promotions or choosing a delivery time without using generative AI to write the offer.
The Australian Communications and Media Authority (ACMA) says that more data can help providers infer preferences and behaviour, then tailor content in ways that may affect whether and how people bet and how long they stay on a platform. The regulator also cautions that some public claims about operators’ AI use are speculative because companies do not disclose every detail. ACMA, AI and interactive gambling
Tabcorp: daily in-app offers
The ACMA report describes Tabcorp tools that automatically populate in-app offers for each customer daily, using behaviour, interest and seasonality. It says the tools help target promotions to users likely to use them. This is a description of the reported Tabcorp system; it is not evidence that every sportsbook uses those inputs or operates the same way.
FanDuel: profiling disclosed in Massachusetts
FanDuel’s Massachusetts privacy notice says the company may use automated decision-making or profiling to choose which ads and offers to present. Its examples include different promotions for new and long-time users, and different ads for people who frequently bet on particular sports. This disclosure applies to the company’s notice for that jurisdiction; it should not be read as a universal description of sportsbook practices. FanDuel privacy notice
Why did I get this betting offer?
A promotion may reflect a broad customer segment, a sports interest or a timing pattern—not necessarily a detailed prediction about you as an individual. The public examples above establish that behaviour, interest, seasonality, tenure and betting on particular sports can feature in described or disclosed approaches. They do not establish that a specific operator uses sensitive personal traits, predicts addiction or targets someone because they have lost money.
The ACMA quotes Sportsbet General Manager of Technology, Data, AI and Enabling Technology Nial Keating describing the use of predictive analysis in odds setting: “we understand the probability of a sporting result happening and then we apply a margin and sell that price to our customers”. That statement concerns pricing, not promotion selection; it illustrates that predictive analytics can serve other parts of sportsbook operations too. ACMA, AI and interactive gambling
Can personalized promotions affect gambling behaviour?
Personalization can do more than make an offer seem relevant. The ACMA says tailored content and services may influence whether and how a user bets and how long they remain on a platform. Separately, a 2023 UK Government white paper reported self-reported survey responses from people who had encountered promotions:
- 31% of respondents who had received a promotional offer said free bets or bonus offers encouraged them to gamble more than they wanted.
- 65% of respondents who had seen promotional offers said those offers affected their gambling behaviour.
These figures describe what survey respondents said; they do not show that AI personalization caused those outcomes. UK Government, High stakes: gambling reform for the digital age
The ACMA report also quotes the Australian Competition and Consumer Commission (ACCC) describing “hyper-nudging” as AI that “may be used to manipulate consumers into making choices they would otherwise not make”. Here, hyper-nudging means dynamically tailoring data-driven prompts or offers. The quotation is a concern attributed to the ACCC in the ACMA report, not a legal finding that a named sportsbook has manipulated a particular customer.
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Can I turn off betting-app marketing?
Marketing controls depend on the jurisdiction and the operator. In the UK, Gambling Commission Licence Conditions and Codes of Practice (LCCP) condition 5.1.12 applies to specified remote casino, bingo and betting licences. It requires direct-marketing choices by product and channel, an opt-out by default, a choice at registration, the ability to change preferences and compliance with the customer’s selections. The Commission says the requirement took effect on 1 May 2025. It governs direct-marketing choices; it is not a general ban on personalization. UK Gambling Commission, LCCP condition 5.1.12
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For a practical first step, check the app’s marketing or communication preferences and its privacy notice for details about profiling and automated decisions. The UK rule described above is specific to covered licences, so do not assume the same controls apply in other countries or to every product.
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What rules apply to promotion terms?
Rules for advertising offers also vary. Virginia’s sports-betting regulation requires material terms to be fully and accurately disclosed when a promotion is advertised and before a bettor gives anything of value in exchange. That is a Virginia-specific example, not a statement of the rule everywhere. Virginia Administrative Code, 11VAC5-70-240
Can AI also help reduce gambling harm?
The ACMA describes potential protective uses of AI alongside promotional uses. A system could flag patterns such as rising bet amounts or longer sessions and trigger a break or limit alert, a temporary restriction, safer-gambling information or a referral to support. These are possible applications, not proof that a particular promotional system is safe or that automated safeguards always work. ACMA, AI and interactive gambling
Operators do not publicly disclose every detail of their systems, and the ACMA warns that some claims about provider AI use remain speculative. The evidence supports specific examples of personalization and possible effects, but it does not justify assuming that every app uses the same model, data or safeguards.
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