beBettor rolls out affluence scoring tool for player segmentation
Data analytics provider beBettor has launched customer affluence scores, a new feature designed to help UK gambling operators segment players by relative wealth.
beBettor, a data analytics platform that has served UK facing betting and gaming operators since 2019, announced on 17th February 2025 the launch of customer affluence scores, a tool intended to help operators grow revenue by assessing the relative wealth of their customer base.
The new feature adds player wealth data to the company’s existing offering for marketing and CRM teams. Using open source data and a proprietary algorithm, the platform ranks customers on a scale of 1 to 10 based solely on their postal address. A score of 10 indicates a player sits within the top 10% wealth bracket in Great Britain, while a score of 1 places them in the bottom 10%.
Segmentation and personalisation
According to beBettor, the scoring system allows operators to identify high potential and highly affluent players as soon as they sign up, enabling them to be placed into specific CRM segments. Operators can then use this information to tailor marketing approaches, matching customers with products, markets and promotions based on their wealth profile and likely spending patterns.
The company says the data can also support efforts to re-engage high value dormant players and increase revenue from existing regular customers. When paired with behavioural data, the affluence scores can feed into player lifetime value models, allowing operators to forecast the value of a new player from the moment they register.
Operators can access the affluence scores through beBettor’s online portal, beBettor HQ, or via direct API integration.
Executive comment
Harry Cott, chief executive of beBettor, said the affluence scores give operators a new way to segment players and personalise experiences from registration onward, based on relative wealth. He added that the tool is designed to help operators refine CRM and marketing communications, with beBettor HQ offering a no-code route to building new audience segments and the API allowing real-time automation informed by wealth data.
beBettor describes itself as a data analytics provider serving the betting and gaming, e-commerce, travel, retail and non-profit sectors, focused on helping brands identify and engage more valuable customers through wealth segmentation data.