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Search Our Archive of Gaming Articles debuts SmartPicks with betPARX

29 June 2023

(PRESS RELEASE) --, the leading AI and ML personalization software provider, launched SmartPicks, the industry’s first one-to-one plug and play personalized betting offering with U.S. operator betPARX.

Designed to boost incremental revenue, user engagement and increased wallet share through the power of AI - SmartPicks gives betPARX the ability to quickly enable one-to-one personalization for customers, giving unique bet suggestions based on a wide variety of variables.

“We’re thrilled to extend our relationship with betPARX and take our SmartPicks offering live for the first time,” said Chris Reynolds, Co-founder and CEO at “We know that bettors desire more simplified and personalized experiences that they have become accustomed to in other technologies. AI and ML provides the ability to deliver that transformative experience around betting engagement.

“Taking our solutions live with betPARX will give the operator a proven advantage across the U.S., and we look forward to helping them reap the rewards with player retention.”

SmartPicks leverages’s recommendations platform and creates individualized betting offers from a series of dynamically generated micro segments based on a variety of behavioural and situation factors.

Using data such as popularity, user preference, and trend analysis, SmartPicks presents betPARX users with a federated rows of bets much like a recommendations row available with leading streaming and music services.

The rollout follows the initial success of’s Sparks widget with betPARX, launched in September 2022.

“ has a proven background in utilizing ML and AI to offer standout engagement experiences and we’ve had positive results so far with the use of Sparks in our mobile sportsbook,” said Matthew Cullen, Senior Vice President iGaming & Sports at betPARX. “We’re delighted to now be able to use SmartPicks to give each individual user access to the bets that they are most interested in. As a forward-looking operator, we are harnessing the power of AI and ML, and SmartPicks is a key step towards becoming one of the industry’s pioneers in AI-based betting.”

Focused on making every experience unique to the end user,’s market-leading products put player engagement at its heart, boosting acquisition and retention on a global scale. is expected to roll out SmartPicks to all customers across the U.S., Europe and Canada in the coming months.

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