betPARX draws upon’s SmartPicks to drive player engagement

betPARX has extended its existing partnership with AI and ML personalization software provider by becoming the first operator to utilize the SmartPicks solution.’s SmartPicks is a plug-and-play solution that draws upon AI and ML to analyse betting trends, user preferences and bet popularity to create “individualized” betting offers for players. 

The SmartPicks software will then present these bet suggestions in a manner similar to “a recommendations row available with leading streaming and music services”. noted that the availability of more personalised bet suggestions and use of AI technology will ultimately help betPARX to drive new levels of engagement with players, boost incremental revenues and also increase wallet share.

Chris Reynolds, Co-founder and CEO at, said: “We’re thrilled to extend our relationship with betPARX and take our SmartPicks offering live for the first time. 

“We know that bettors desire more simplified and personalised experiences that they have become accustomed to in other technologies. AI and ML provide the ability to deliver that transformative experience around betting engagement.  

“Taking our solutions live, in-house, will give the operator a proven advantage across the US, and we look forward to them reaping the rewards with player retention.”

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

Matthew Cullen, Senior Vice President iGaming & Sports at betPARX added: “ has a proven background in utilising 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.

“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 remaining one of the industry’s only pioneers in AI-based betting.”