Sports betting apps can use predictive analytics and customer activity to decide which promotions to show and when to show them. Public disclosures document examples of this practice, but they do not reveal every operator’s methods—and an individualized offer does not prove that generative AI created it.
How does a sportsbook decide which promotion to show me?
“AI” can refer to different tools. Predictive machine learning finds patterns in data to make predictions or decisions; generative AI produces text or other content. An app can personalize an offer by sorting customers into groups, ranking available promotions, or choosing when to display one, without using generative AI to write the offer itself.
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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 influence whether and how people bet and how long they stay on a platform. It also cautions that some claims about gambling providers’ AI use are speculative because operators do not disclose all the details. The ACMA’s December 2025 report surveys publicly available evidence through that month.
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The ACMA reports that Tabcorp’s tools automatically populate in-app offers for each customer daily, using behaviour, interest and seasonality. The report says the tools help target promotions to users likely to use them. This is evidence about the system described for Tabcorp—not proof that every sportsbook uses the same inputs, schedule or model.
FanDuel: a company disclosure for Massachusetts
FanDuel’s privacy notice for Massachusetts says the company may use automated decision-making or profiling to decide 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 notice and jurisdiction it describes; it should not be treated as a universal account of FanDuel’s practices elsewhere or of other operators’ systems.
Why did I get this betting offer?
It may reflect a category of activity or interest that an operator says it considers, such as past behaviour, interest in a sport or seasonal patterns. But public disclosures generally do not let an individual identify the exact reason a particular offer appeared. The Tabcorp and FanDuel examples establish that certain behaviour-related signals can inform promotions; they do not establish that a particular customer was targeted because of a loss, a sensitive personal trait, or an inferred gambling problem.
Sportsbooks also use predictive analytics for purposes other than promotions. The ACMA quotes Sportsbet General Manager Technology, Data, AI and Enabling Technology Nial Keating describing 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 the selection of a promotion.
Can personalized promotions affect gambling behaviour?
Offers can affect behaviour, but the available survey figures do not show that AI personalization caused the effects respondents reported. In its 2023 white paper, the UK Government reported that 31% of respondents who had received a promotional offer said free bets or bonus offers encouraged them to gamble more than they wanted. It also reported that 65% of respondents who had seen promotional offers said the offers affected their gambling behaviour. These are self-reported responses from those specified groups, not estimates of AI’s causal effect.
The ACMA report quotes the Australian Competition and Consumer Commission’s warning that AI “may be used to manipulate consumers into making choices they would otherwise not make”. The report discusses this as “hyper-nudging”: dynamically personalized, data-driven prompts. It is a general risk characterization, not a legal finding about a named sportsbook. A Bragg Gaming executive quoted in the same report called AI’s potential to boost player engagement “nothing short of extraordinary”; that is a vendor executive’s view, not independent evidence of outcomes.
Can I turn off betting-app marketing?
What you can control depends on where you live, the product and channel, and the operator’s current settings. For example, in Great Britain, 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, with choices off by default; the choice must be offered at registration, customers must be able to change preferences, and operators must follow their selections. The Commission says the requirement came into force on 1 May 2025. It governs direct marketing; it is not a general ban on personalization. See the Gambling Commission’s condition 5.1.12.
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- Look in the app or account settings for marketing, communications, or privacy preferences.
- If the service offers separate choices, review them by product and channel—for example, sports betting versus other products, or email versus push notifications.
- Change the preferences you do not want. If the setting is unclear, check the operator’s current privacy notice or contact its support team.
Those steps are practical places to check, not a guarantee that every jurisdiction or app provides the same controls. The UK rule above has a defined licence scope and should not be assumed to apply elsewhere.
What should an offer disclose before I act on it?
Promotion rules also vary by jurisdiction. Virginia’s sports-betting regulation, for example, requires material offer terms to be fully and accurately disclosed when a promotion is advertised and before a bettor gives anything of value in exchange. This is a Virginia-specific rule, not a description of the law everywhere. See Virginia Administrative Code § 11VAC5-70-230.
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Read the offer’s terms before taking an action to qualify. The Virginia rule illustrates why the important terms should be available before that action; it does not establish that every promotion in every market follows the same disclosure standard.
Can AI also be used to reduce gambling harm?
The ACMA describes a possible protective use: systems could identify patterns such as increasing bet amounts or longer sessions, then prompt a break or a limit alert, impose a temporary restriction, provide safer-gambling information, or refer someone to support. These are potential interventions, not evidence that a particular operator deploys them effectively. Nor does the possibility of harm-detection tools show that promotional systems are harmless or that automated safeguards always work.
Quick Recap
What public evidence does—and does not—show
- Documented: The ACMA describes Tabcorp’s daily in-app offer system using behaviour, interest and seasonality; FanDuel’s Massachusetts notice describes profiling for ad and offer selection using examples such as tenure and sports-betting activity.
- Not established for every operator: The public examples do not reveal a universal model, a complete list of data inputs, or the reason behind a specific customer’s offer.
- Behavioural effects: UK Government survey respondents reported that offers affected their gambling behaviour, but those answers do not prove AI personalization caused the effect.
- Rules and controls: Marketing opt-outs and offer disclosures depend on jurisdiction and licence scope; the UK and Virginia examples are not global rules.
- Safeguards: AI may support interventions, but a described possibility is not proof of deployment or effectiveness.
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