In an industry defined by rapid transactions, tight margins and real-time decisions, sports betting operators face a growing challenge: how to extract meaningful insight from an overwhelming volume of data. As platforms expand and user behaviour becomes more complex, clarity across the business is critical.
ADG (www.adg.io), recently named Google Cloud Partner of the Year for Africa, supports operators in building Business Intelligence (BI) systems that consolidate data, surface key insights and enable faster, more confident decisions.
Today’s sportsbooks generate massive data flows from betting activity, odds movements, and user interactions across web and mobile. Traditional tools often cannot keep up with this pace or complexity. ADG solves for this by combining Google BigQuery, machine learning and AI to transform scattered data into structured, actionable intelligence.
“Operators don’t need more data. They need reliable answers that inform decisions at speed,” says Gregg Mandy from ADG.
Clarity That Drives Action
ADG’s BI platforms provide clear visibility into the performance of key areas across the business. Dashboards are built for trading, product, finance and risk teams to monitor and respond to shifts in:
- Gross Gaming Revenue (GGR), turnover and bet volumes across multiple timeframes
- Game-level performance, including leading titles like Aviator
- Win and loss patterns across player segments and markets
- Potential exposure from large bets, fraud or syndicate behaviour
- Engagement levels across sports, events and geographies
This operational clarity helps teams prioritise actions, identify risks early and measure impact with precision.
Bridging the Gap Between Operations and Customer Insight
For many operators, one of the most difficult challenges is linking business performance with player behaviour. ADG integrates platform, GA4 and CRM data to create a complete view of the customer journey. This unified layer allows teams to answer key questions:
- Which acquisition sources are driving long-term value?
- How do customer journeys differ across regions, devices or entry points?
- Where are the early signs of churn or high-risk betting behaviour?
With this visibility, operators can align product, marketing and risk strategies using the same underlying intelligence.
Scalable Technology for a Dynamic Industry
ADG’s cloud-native architecture ensures speed and flexibility, even as data volumes grow. BigQuery powers fast, cost-efficient querying, while AI and machine learning models support use cases such as:
- Fraud detection and risk forecasting
- Player segmentation and behavioural clustering
- Lifetime value prediction and user retention modelling
- Market trend analysis and margin optimisation
These capabilities are modular and scalable, allowing operators to adapt quickly to regulatory shifts, new product launches or changes in customer behaviour.
Beyond BI: A Foundation for Growth
Business Intelligence is only one part of a robust data strategy. ADG helps operators build the secure, scalable environments needed to support long-term success. With expertise spanning cybersecurity, software engineering, AI and performance measurement, ADG enables clients to grow intelligently and sustainably.
Visit www.adg.io to learn how our Business Intelligence solutions are helping sports betting operators turn data into clarity, and clarity into action.