bet-at-home has introduced Fast Track across its sportsbook and online casino operations as the European gambling operator develops its player engagement systems for regulated markets.
The implementation gives bet-at-home access to a connected platform designed to support customer relationship management and other engagement functions across its gaming operations. The operator, which was founded in 1999, lists its shares on the Regulated Market of the Frankfurt Stock Exchange under the Prime Standard and serves several European markets, including Germany as a key area of business.
Through the new setup, bet-at-home can use a single real-time customer model covering CRM, Rewards and Greco. The system allows its team to coordinate engagement activities and loyalty programs while developing bonus strategies informed by gameplay data.
The implementation also introduces Fast Track AI into the operator’s CRM processes. Staff can communicate with the technology through natural language and assign complete CRM processes to AI agents, giving the company a way to automate workflows within the same technology environment used for customer engagement.
Real-time customer data supports engagement strategy
The agreement forms part of bet-at-home’s continuing work on how it communicates with and serves players in regulated European gambling markets.
Andreas Hackl, Head of Operations at bet-at-home, explained the requirements that influenced the company’s technology decision.
“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.”
The platform combines several areas of player management within a shared customer model. This arrangement gives bet-at-home the ability to work with current player information across its CRM activities and associated engagement tools.
Its capabilities extend to gamification and loyalty initiatives, while gameplay information can also feed into the operator’s approach to bonuses. The connected structure allows these activities to operate from the same underlying customer data rather than through separate engagement processes.
The company’s stated goal is to use the technology as part of its broader efforts to improve the experience offered to customers across markets where regulated online gambling is available.
AI agents become part of CRM operations
Fast Track AI adds an automation layer to the arrangement. bet-at-home can use AI agents to carry out end-to-end CRM tasks, while employees interact with the system using natural-language instructions.
This functionality sits alongside the real-time customer model and allows CRM processes to draw on the same connected technology environment used for engagement, rewards and related player-management functions.
Fast Track Co-Founder and CEO Simon Lidzén said the operator’s history in European gambling markets made the partnership closely aligned with the type of businesses the technology company serves.
“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.”
bet-at-home operates through companies in Germany, Austria, Malta and Gibraltar. Its online sports betting and gaming licences allow the group to provide sports wagering and online casino services in Germany and selected other European Union countries. The company describes itself as one of the established gambling providers serving its core German-speaking markets.
Fast Track expands its role across the operator’s verticals
Fast Track provides technology focused on CRM and player engagement for the iGaming sector. Its real-time platform serves more than 200 operators and supports over 500 brands worldwide.
The company is headquartered in Malta and also operates in Sweden, Spain and the United Kingdom. Its technology supports operators working in regulated and competitive gambling markets, including functions related to customer acquisition, engagement and retention.
For bet-at-home, the launch places sportsbook and casino engagement within the same Fast Track environment. The operator can use the platform’s customer model together with AI-supported CRM workflows as it develops its engagement and loyalty activities across its regulated European operations.
Source:
bet-at-home goes live across sportsbook and casino with Fast Track, fasttrack.ai, July 21, 2026