Customization and personalization of sports betting products: Implications for responsible gambling

Abstract

One of the most noticeable product innovations in sports betting in recent years is the increasing use of customer personalization, as evidenced in the strategies outlined in multiple annual reports by [1] [2] bookmakers (see, for example, Paddy Power Betfair plc, 2019 , William Hill plc, 2019 ), and noted by [3] gambling industry insiders . Personalization is used to "tailor information to an individual user's specific [4] needs and preferences" (p.1) . By personalizing their products, gambling operators seek to adjust their offer to the individual expectations of each customer. Related to personalization is customization, which is frequently (and erroneously) assumed to be a synonym. However, customization refers to the process conducted by users to 'make changes to the experience to meet their specific needs by configuring layout, [5] content, or system functionality'(p.1) . In essence, what differentiates customization from personalization is that the former is consumer-driven whereas the latter is company-driven.