Underdog has become the first U.S. gaming operator to sign on to use Bettor Sense, the AI-powered responsible gaming tool offered by Sportradar.
Through a new partnership announced Sept. 24, Underdog will integrate the player protection and well-being program. Bettor Sense, which Sportradar launched in July of this year, identifies high-risk players exhibiting problem gambling behavior. It also offers its partner operators’ users access to care services from evidence-based treatment provider Birches Health. The idea is to allow online gaming companies to take a proactive approach to detecting early signs of gambling-related risk and facilitate personalized interventions to protect users.
Bettor Sense allows operators to efficiently monitor players via continuous tracking, real-time risk score checks and clear analysis of player profiles to identify and address risks, while also being fully compliant with regulatory standards that can vary significantly across jurisdictions, even within the U.S. alone.
“Collaborating with Sportradar to integrate Bettor Sense is another step in Underdog’s proactive approach to enhanced player protection across all entry types,” said Underdog VP of Responsible Gaming Adam Warrington. “The integration of this leading player protection technology to detect problem play and provide clear resources to those who need it, now including treatment services from the clinicians at Birches Health, is a critical step forward for our players.”
“We applaud Underdog for taking this meaningful step to not only safeguard, but also to provide resources to players who exhibit potential problem gaming behavior,” added Sportradar Head of Integrity Services and Athlete Wellbeing Jim Brown. “Sportradar’s expertise and innovative solutions are designed to not only address the needs of our clients but also support a secure and sustainable industry.”
While Underdog is the first U.S. operator to utilize Bettor Sense, it is already used by some operators in Brazil, including its first partner BETesporte.
A Sportradar spokesperson told SBC Americas that discussions are underway with a number of other U.S. operators about similar Bettor Sense integrations.
Same dog, new tricks
Underdog’s deal to use Sportradar’s AI-powered responsible gambling solution comes as the times are changing for the operator.
The company is traditionally a fantasy-focused operator and offers DFS in 42 U.S. jurisdictions. It also already offers online sports betting in North Carolina and is hoping to be awarded a license in Missouri to partner with an in-state casino or pro sports team and launch in the state’s market when it opens in December.
Underdog bills itself as the fastest-growing sports gaming company in the U.S. and this month became the first online gaming operator to begin offering prediction market-style sports event contracts, via a partnership with Crypto.com that was unveiled at the start of September. Sport contract trading is now available in-app on Underdog in 16 states, most of which are reportedly states where online sports betting has not been legalized.
While Sportradar’s Bettor Sense was not designed with any kind of focus on event contracts, the company considers the tool flexible and adept enough to identify similar anomalous changes in the behavior of end users who partake in event contract activity on Underdog’s platform, such as sudden increases in trading volumes.
Underdog’s total theoretical valuation is now more than $1.3 billion and it expects to reach nearly $500 million in revenue in 2025, its fifth year of operation. It also recently appointed a new chief financial officer and chief marketing officer as it enters the next phase of its evolution.
