BetGoodwin adopts beBettor Wealth Scores for player segmentation
UK operator BetGoodwin has partnered with data analytics firm beBettor to segment customers by financial capacity and sharpen its CRM personalisation.
BetGoodwin, the UK sports betting and casino operator, has entered a partnership with data analytics platform beBettor to introduce wealth-based player segmentation across its CRM and on-site personalisation efforts. The deal was announced on 10th June 2025.
The arrangement gives BetGoodwin access to beBettor’s Wealth Scores, a system that ranks individual customers on a scale of one to ten according to their position within the UK’s wealth brackets. A score of ten indicates a player sits in the top 10% of wealth nationally, while a score of one places them in the bottom 10%.
Faster identification of high-value players
BetGoodwin said the wealth data would allow it to build more precise segmentation models and flag potentially high-value customers shortly after they register an account, rather than relying solely on behavioural data gathered over time.
The operator is part of the family-run Goodwin Racing group, having launched in February 2022, and added an online casino arm in 2023 alongside its sportsbook.
For beBettor, the tie-up is described as one of a number of high-profile partnerships the firm has secured as it positions customer wealth data as a gap in existing CRM and marketing capabilities across the betting sector.
Executive comment
Graeme Price, Chief Commercial Officer at beBettor, said the partnership would give BetGoodwin an advantage over operators that lack visibility into players’ financial capacity.
Alan Bridle, Head of Marketing at BetGoodwin, said the deal would help the operator understand customers more deeply from the point they join, supporting more personalised experiences and improved segmentation aimed at boosting engagement and satisfaction.