Sunbet Integrates Fast Track CRM for Superior Player Management

Operated by Betpremium S.r.l. and part of Gruppo Sun Bet, Sunbet runs an online sportsbook, casino, live casino, poker, bingo, virtuals, and horse racing under an Italian concession, alongside the group’s retail network. The introduction of Fast Track marks a critical step in Sunbet’s technology journey, aimed at improving operational efficiency, optimizing CRM campaigns, and offering players a customized experience.

Centralizing Player Data Across Multiple Verticals

"Our players use different products, from sports betting to casino, poker and bingo. Until now, the tools we had managed these separately, which made it harder to get a full picture of player behaviour. With Fast Track we have a single platform that lets us manage all of that information together, making our CRM activity more effective. Another benefit is being able to work with the AI platform directly in Italian, in natural language, which significantly simplifies and speeds up our team’s daily work," said the CRM Director at Sunbet Italia.

Sunbet’s team now runs player engagement from a single platform, utilizing real-time data and the Singularity model to shape each player’s experience individually rather than by broad segments. For an operator with an extensive product range in a highly regulated market like Italy, having a unified view of every player provides a strategic advantage. It allows Sunbet to develop communications that are more relevant, coordinated, and aligned with players’ needs, current regulations, and responsible gaming principles.

Leveraging Fast Track AI for Operational Efficiency

Fast Track AI plays a central role in this integration. The team interacts with the platform conversationally in Italian, delegating end-to-end CRM tasks to agents—from analysis and segmentation to campaign building and multi-channel delivery. The Sunbet team maintains complete control and oversight throughout the process, ensuring they can review, approve, and monitor operations according to internal organizational needs and procedures.

Since its launch, Fast Track AI has become a core tool for the team, simplifying operational processes and making the day-to-day management of CRM activity faster and more efficient. This adoption reflects Sunbet Italia’s commitment to investing in technological innovation and process automation, maximizing the value of its data to build an advanced, integrated, and sustainable player relationship model.

Driving Growth in a Highly Regulated Market

"Italy is one of the most highly regulated markets in our industry, and Sunbet has built a broad and diversified offer within it. We are proud to provide the technology that lets the team support lasting growth: real-time data, one-to-one personalisation and Fast Track AI to turn that potential into concrete results," stated Simon Lidzén, Co-Founder and CEO of Fast Track.