BETBY: the silent power of UX
BETBY's Aglaja Geta says AI should enhance transparency and trust, not erode them.
Aglaja Geta, Head of UX & Analytics at BETBY, has spent more than a decade turning behavioural data into design that not only looks good, but builds trust and drives retention.
Aglaja outlines how sportsbooks can evolve to meet today’s demands while preparing for tomorrow’s challenges.
The iGaming industry in 2025 is defined by a paradox: players expect more content, more personalisation, and more interactivity than ever before, yet their tolerance for friction has never been lower.
For operators, this creates a delicate balance, delivering deeper engagement without overcomplicating the journey.
Great Player Experience Means Getting Out of the Way
For Geta, the first principle of a great sportsbook UX is simplicity. Unlike casino or casual gaming, bettors often know exactly what they’re looking for. “Beyond entertaining them over and over again, the job is to help them act with zero friction,” she explained.
That means three things above all: speed, clarity, and control. Platforms must load quickly across all devices, including lighter versions for users with weaker internet connections.
Markets should be presented in a clear and understandable way, with tooltips available to explain complex bets and avoid confusion. And the betslip should never “fight back,” but instead make it possible to place a wager with as few clicks and as little delay as possible.
In other words, a sportsbook needs to feel smooth, efficient, and predictable. “If it feels under control, they’ll be back. If it doesn’t, they won’t, no matter how pretty it looks.”
Personalisation Beyond Buzzwords
While usability is the baseline, retention is increasingly won through personalisation. BETBY applies a model not unlike Netflix or Amazon: using a mix of betting history, sports preferences, trending events, and look-alike audiences to recommend the most relevant content.
“Players want to feel like the platform understands them,” Geta explains. For example, soccer fans might be guided toward Betby Games’ FIFA e-simulations, which provide instant, 24/7 action in between major tournaments.
Other players may prefer quick-bet features like Bet Builder with one-click combos, early payout, or cash-out tools. But Geta is quick to emphasise that personalisation is only half the equation.
Operators must still deliver the core features that every bettor expects. Striking the right balance between tailored recommendations and reliable essentials is what keeps players coming back.
Social Features and Gamification
But retention doesn’t just happen at the individual level. Social interaction has become a driver of long-term engagement.
Features such as promo tournaments with leaderboards, the ability to share or copy bets, or even simple activity feeds showing what others are wagering on can create a sense of community.
“Trading platform Etoro has set a good example of how users want to connect with each other, share experiences, and benefit out of each other’s knowledge,” Geta noted.
This is where gamification truly moves beyond gimmicks. When players see betting as a shared experience, not a solitary one, retention naturally increases.
AI-Driven Engagement: Opportunity and Risk
AI is rapidly reshaping engagement strategies, making bonuses, promotions, and recommendations more adaptive. BETBY’s models, for instance, achieve 96 per cent accuracy in predicting churn, enabling operators to act before players leave for good.
Content can also be dynamically tailored. BETBY’s Betting Tips, short stat-driven insights embedded directly into event pages, help users cut through information overload. Pre-built bet combos allow one-click betting, bypassing the need to manually construct bet slips.
But Geta warns against using AI recklessly. Over-personalisation, especially if it pushes players toward higher-risk behaviours, can undermine trust.
“If the AI pushes players too aggressively just to boost short-term revenue, users will feel manipulated. You end up with a short-term revenue generator instead of an entertainment model.”
The lesson: AI should enhance transparency and trust, not erode them.
The Way Forward
If Geta had to give operators just two priorities for 2025, she would highlight real-time personalisation and adaptive limits powered by AI. Personalisation ensures that every player sees the sports and markets that matter most to them first, creating a more intuitive and relevant experience.
At the same time, AI-driven models that adjust limits dynamically in real time keep players engaged while safeguarding them from harmful behaviours.
More than louder graphics or flashier features, the future of iGaming UX is about removing friction, respecting user’s will, and building platforms that feel both personal and trustworthy.
Those who master this balance will earn the long-term loyalty that defines sustainable success.
