Amelco teams up with beBettor on player affluence data
Sports betting solutions provider Amelco has partnered with data analytics firm beBettor to give its UK-facing operator partners access to player wealth data for marketing segmentation.
Amelco, a provider of bespoke sportsbook and trading solutions, has agreed a partnership with data analytics platform beBettor to help its operator partners better segment players by wealth, the companies announced on 5th March 2025.
Under the deal, Amelco’s UK-facing clients will be able to use beBettor’s real-time player affluence scoring to personalise marketing communications and CRM activity from the point of sign-up.
How the scoring works
The system ranks players on a scale of one to ten based on relative wealth, calculated using postal address data. A score of ten places a player in the top 10 per cent wealth bracket nationally, while a score of one places them in the bottom 10 per cent. Operators will also be able to identify players who fall within the top 1 per cent super-affluent bracket, giving brands more detailed insight into engagement across different gambling verticals.
Beyond segmentation, Amelco operators will be able to use the affluence data to target dormant players with more tailored reactivation campaigns, aiming to improve customer lifetime value.
Sonny Cott, Chief Insights Officer at beBettor, said the partnership brings affluence scoring to Amelco’s operator network, supporting smarter, data-driven segmentation across the industry.
Brandon Walker, Head of Business Development at Amelco, said the collaboration would help clients better understand customers’ wealth and wagering potential, enabling improved segmentation, more personalised CRM experiences and additional business intelligence.
Amelco, founded in 2006, supplies trading and sportsbook technology to operators including Fanatics, Hard Rock Bet, Entain and Flutter Entertainment, and has offices in London, Poland and Hungary. beBettor provides customer affluence data analytics across betting and gaming, e-commerce, travel, retail and non-profit sectors.