Sunbet Italia adopts Fast Track CRM to centralise player engagement

Sunbet Italia announced on 22 October 2026 that it has adopted Fast Track CRM to centralise customer relationship management and player engagement activities on a single platform. Operated by Betpremium S.r.l. and part of Gruppo Sun Bet, Sunbet said the move will integrate CRM across its online sportsbook, casino, live casino, poker, bingo, virtuals and horse racing lines under Italian concession and its retail network.

One platform for all products

Sunbet's CRM Director said the operator previously managed different products separately, which obscured full visibility of player behaviour. The platform now provides a single view across sport, casino, poker and bingo, enabling coordinated communications and more personalised interactions while remaining aligned with Italian regulation and responsible gaming principles.

Fast Track AI and the Singularity model

Sunbet's team works from real-time data and the Singularity model, which, the operator said, shapes each player's experience individually rather than by segment. Fast Track AI is used conversationally in Italian and delegates end-to-end CRM tasks to agents, covering analysis, segmentation, campaign build and multi-channel delivery. The Sunbet team retains control, with the ability to review, approve and monitor operations according to internal procedures.

"Our players use different products, from sports betting to casino, poker and bingo. Until now, the tools we had managed these separately, which made it harder to get a full picture of player behaviour. With Fast Track we have a single platform that lets us manage all of that information together, making our CRM activity more effective," said the CRM Director at Sunbet Italia.

"Italy is one of the most highly regulated markets in our industry, and Sunbet has built a broad and diversified offer within it. We are proud to provide the technology that lets the team support lasting growth: real-time data, one-to-one personalisation and Fast Track AI to turn that potential into concrete results," said Simon Lidzén, Co-Founder and CEO of Fast Track.

Operational aims and governance

Sunbet said the adoption aims to improve operational efficiency, optimise campaign management and deliver a more personalised player experience. The operator emphasised that teams keep oversight while delegating routine CRM workflows to the platform's agents. Fast Track AI has become central to the team's day-to-day platform work, simplifying processes and speeding up CRM management.

Sunbet Italia will use the consolidated CRM setup across its online products and its retail network under the Italian concession, aiming to leverage data to support coordinated, regulation-compliant communications and responsible gaming measures.