Sunbet Italia adopts Fast Track to centralise CRM and personalisation
Operator under ADM concession moves CRM to an Italian-language, real-time AI platform
Key Takeaways
- Sunbet Italia announced on 22 October 2026 the adoption of Fast Track CRM to centralise its CRM.
- Sunbet operates under an Agenzia delle Dogane e dei Monopoli (ADM) concession via Betpremium S.r.l. and is part of Gruppo Sun Bet.
- The platform uses the Singularity model and Fast Track AI for one-to-one personalisation and Italian-language operation.
- Sunbet retains control, with the team able to review, approve and monitor automated operations under internal procedures.
Sunbet Italia announced on 22 October 2026 the adoption of Fast Track CRM, a platform that will centralise CRM management and player engagement activity into a single integrated solution. Operated by Betpremium S.r.l. and part of Gruppo Sun Bet, Sunbet serves under an Italian concession from the Agenzia delle Dogane e dei Monopoli (ADM) and offers online sports betting, casino, live casino, poker, bingo, virtuals and horse racing, as well as a group retail network.
Implementation and objectives
The Fast Track rollout aims to improve operational efficiency and optimise CRM campaign management while delivering increasingly personalised experiences to players. Sunbet’s team manages engagement from a single platform based on real-time data and the Singularity model, which configures each player’s experience individually rather than by segments. The CRM Director at Sunbet Italia explained the change as follows:
“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 difficult to have a complete view of player behaviour. With Fast Track we have a single platform that allows us to manage all that information together, making our CRM activity more effective. Another benefit is being able to work with the AI platform directly in Italian, in natural language, which significantly simplifies and speeds up our team’s daily work.” — CRM Director at Sunbet Italia
Role of Fast Track AI and daily operations
Fast Track AI functions as a central component: the team interacts conversationally with the platform in Italian and delegates end-to-end CRM tasks to agents, from analysis and segmentation to campaign building and multichannel delivery. Sunbet retains control and oversight at all times, with the ability to review, approve and monitor operations under its internal procedures.
Since launch, Fast Track AI has become a central tool that helps simplify operational processes and accelerate the daily management of CRM activity. Simon Lidzén, Co-Founder and CEO of Fast Track, said:
“Italy is one of the most regulated markets in our industry, and Sunbet has built a broad and diversified offering within it. We are proud to provide the technology that enables the team to support sustainable growth: real-time data, one-to-one personalisation and Fast Track AI to turn that potential into concrete results.” — Simon Lidzén, Co-Founder and CEO of Fast Track
Investment and technology strategy
Adopting Fast Track reflects Sunbet Italia’s commitment to investing in technological innovation, process automation and data exploitation, laying the foundations for a more integrated and sustainable player relationship model. The deployment covers all verticals operated under the ADM concession and the coordination between the online environment and the group’s retail network.
Frequently Asked Questions
What did Sunbet Italia adopt and when did it announce it?
Sunbet Italia adopted Fast Track CRM and announced the decision on 22 October 2026. The move centralises CRM and player engagement management into a single integrated platform operated with Fast Track AI.
Under what licence does Sunbet Italia operate?
Sunbet Italia operates under a concession from the Agenzia delle Dogane e dei Monopoli (ADM). The activity is carried out through Betpremium S.r.l. and forms part of Gruppo Sun Bet.
How does Fast Track personalise the player experience?
Fast Track uses the Singularity model to configure each player’s experience individually in real time. The platform enables analysis, segmentation, campaign building and multichannel delivery, all managed in Italian and delegated end-to-end to agents on the platform.
What controls does Sunbet keep over automated operations?
Sunbet maintains full control and oversight: its team can review, approve and monitor operations according to internal procedures while delegating end-to-end CRM tasks to agents within the platform.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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