Scientific Games Corporation has announced a partnership with artificial intelligence (AI) engine that is set to offer personalized recommendations and tailored betting choices to sports bettors through the OpenMarket branch of the firm’s OpenSports product suite. 

As a result, will now utilize an AI model through the product suite to enhance sports betting experiences by providing sports, league, team, event, and market recommendations to bettors in real-time, thus further personalizing sports betting through Scientific Games’ OpenMarket solution.

OpenMarket is a one-stop content marketplace that grants SG’s partners access to top-tier sports betting intelligence, data feeds and tools without the need for complex integrations and financial agreements.

Keith O’Loughlin, SVP Sportsbook, Digital for Scientific Games, stated: “AI is pioneering new technological frontiers, and we’re thrilled to partner with to incorporate it into our sportsbook products. Players want a tailored experience, and with we can offer a more deeply personalized experience through our OpenSports products than ever before.”

Using deep learning will now allow SG’s clients to tailor offerings to each individual user, with the partnership also addressing the growing ‘choice paradox’ that has seen AI technology already make changes to the igaming world.

Andreas Hartmann, CEO and Co-founder of, added: “At any time of day, users of an average sportsbook are faced with several dozens of competing sports, leagues, events and special market offers, presented to them like a Bloomberg trading terminal. 

“Help for the user to find their favorite team’s game, or to see what’s going on in one’s personal favorite league, is often not going beyond targeted banners based on pre-selected user segments, or the often-hailed, but rarely used, ‘Favorites’ feature.”