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European operator bet-at-home has launched Fast Track‘s player engagement technology across its sportsbook and casino verticals.
The agreement gives bet-at-home a unified, real-time customer model spanning CRM, Rewards and Greco. The setup is designed to let the operator run player engagement, gamification and loyalty programs from one connected system, while also supporting a bonus strategy informed by gameplay data.
bet-at-home has also adopted Fast Track AI, which enables agentic CRM workflows and allows staff to direct tasks to AI agents using natural language.
bet-at-home, founded in 1999 and listed on the Frankfurt Stock Exchange’s Prime Standard, runs online sports betting and gaming operations across European markets, with Germany as one of its core territories.
The company operates subsidiaries in Germany, Austria, Malta and Gibraltar, holding licenses that permit it to offer online sports betting and casino services in Germany and other EU countries.
The Fast Track deal represents the latest step in the operator’s approach to player engagement as it works to deepen its offering in regulated markets.
“We needed a platform built for the realities of operating in regulated European markets, with the data foundation and agility to engage players consistently across our brands. Fast Track gives us exactly that, and we are excited about what this partnership will let us build for our players,” said Andreas Hackl, Head of Operations at bet-at-home.
“bet-at-home has built one of European betting’s most recognised brands over more than two decades, and across exactly the kind of regulated, competitive markets Fast Track was built for. We are looking forward to the work ahead together,” said Simon Lidzén, Co-Founder and CEO of Fast Track.
Fast Track, headquartered in Malta with additional operations in Sweden, Spain and the UK, describes itself as an AI-native CRM company for the iGaming sector. The company says its platform is used by more than 200 operators supporting over 500 brands worldwide, covering player acquisition, engagement and retention functions.