Underdog has announced that it will partner with Sportradar to use the company’s AI-powered responsible gambling tool, Bettor Sense.

Sportradar launched the tool in July this year, and Underdog will become the first US operator to integrate it into its platform.

A press release announcing the partnership says that Bettor Sense detects early signs of problem gambling and provides personalized interventions.

Sportradar says it developed the tool based on behavioral research. By using AI, it continuously monitors players and updates its risk score check. If users show signs of problem gambling, it recommends care services from Birches Health, an addiction treatment provider.

Underdog Taking Proactive Approach

Adam Warrington, Underdog VP of Responsible Gaming, said: “Collaborating with Sportradar to integrate Bettor Sense is another step in Underdog’s proactive approach to enhanced player protection across all entry types.”

The proactive approach also extends to Underdog exploring other areas where it can target gamblers. As its DFS products have been limited in several states, the company partnered with Crypto.com to blend DFS and prediction markets.

The partnership has launched in 16 states, primarily where sports betting is not yet legal. The company describes itself as ”the fastest-growing sports company in the U.S.” with “the simple objective of making sports more fun.”

UK gambling harm prevention charity, GambleAware, has criticized betting companies’ responsible gambling campaigns. The group’s research showed that some messages promoting safer gambling made the activity seem like “harmless fun” and increased gambling behavior.

The effectiveness of Bettor Sense will depend on how Underdog integrates it into its platform. BETesporte adopted the tool earlier this year in Brazil, becoming the first company to use it. There is no public information about its effectiveness as yet.

Sportradar Says Tool Helps Protect Bottom Line

In its marketing for Bettor Sense, Sportradar says it is, “A proactive solution that helps you manage increasing player volumes efficiently and meet stricter regulatory requirements – all while protecting your bottom line.”

Despite the tool being primarily aimed at protecting players, it appears that it may also assist companies in attracting new customers.

Sportradar says one of the advantages of using the tool is “Business Growth”, noting that it can “Build trust with existing players and attract new ones by demonstrating your commitment to responsible gaming.”

Companies must meet increasing regulatory requirements to show they are committed to responsible gambling.

In the meantime, one service to assist problem gamblers is facing the prospect of shutting down. A dispute between problem gambling nonprofits is set to disrupt the 1-800-GAMBLER helpline used by millions of Americans.

A New Jersey judge has ruled that the National Council for Problem Gambling (NCPG) must stop operating the line by September 29.