Gambling firms boost user engagement with AI and live betting
Gambling firms globally have raised user engagement by up to 40% using AI-driven personalisation and live betting, according to a new industry briefing.
Source: Bedi Berhad · July 30, 2026 at 11:04 PM · AI-assisted report
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KUALA LUMPUR, 31 JULY 2026 —
Gambling firms globally have raised user engagement by up to 40% using AI-driven personalisation and live betting, according to a new industry briefing.
Market Impact
The improvements came as operators integrated predictive analytics, real-time odds and mobile-first design to cut session drop-off rates to below 18%, the briefing said. Live betting accounted for 35% of total wagers in the latest quarter, up from 22% a year earlier, it added.
Tan Sri Lim Kok Heng, chief executive of regional gaming platform Berjaya Sports Toto Bhd, said AI models now adjust promotions and odds every 90 seconds based on player behaviour. “Our personalised odds engine lifted repeat bets by 25% in the first half and live betting sessions now average 12 minutes versus six minutes for pre-match wagers,” he told analysts.
Security and payment speed were also highlighted. Encrypted wallets and instant payouts using blockchain rails have trimmed failed withdrawal rates to 0.4%, he said, while mobile apps now drive 68% of all bets, up from 45% two years ago. Berjaya Sports Toto’s share price has added 8% since the AI tools were rolled out in January, outperforming the sector’s 3% gain.
The briefing did not provide a regional breakdown or specify spending on the AI systems.