Overview

Engagement Overview

A leading US sportsbook & iGaming operator partnered with TO THE NEW as its end-to-end engineering partner for the sportsbook, covering build, launch, and ongoing operations. We design, develop, and maintain the entire sportsbook app, while continuously delivering new features and performance improvements. As part of this program, we also integrated a lightweight GenAI assistant that allows bettors to ask natural-language questions about live/upcoming events, moneylines, and other odds, as well as betting terms, with one-tap actions to explore or place bets.

Our platform operates on AWS, utilizing a microservices architecture and AWS Bedrock Models as the GenAI layer. Intent classification, guardrails, and structured response formats ensure answers are fast, accurate, and compliant, reducing friction at decision points and driving sustained in-app engagement.

Our Client

iGaming USA
The client is a well-established casino-entertainment group. It operates casino and resort properties nationwide and runs an online sportsbook available across multiple states. With a growing omni-channel footprint, the client sought to modernize customer experiences across physical and digital touchpoints through a unified loyalty solution.
Rise

Business Objective

The client sought to enhance user engagement and decision efficiency for bettors by integrating conversational intelligence into the sportsbook experience.

01

Provide instant, in-context answers on moneyline and related odds, event status, and betting terminology to reduce cognitive load

02

Minimize taps and navigation depth with conversational search plus quick-action triggers that move users directly to bet exploration or placement

03

Ensure compliant, accurate responses with policy guardrails and auditable formatting

04

Improve retrieval speed for live events and odds while maintaining platform scalability and reliability

05

Increase user engagement and conversion by shortening the time-to-bet decision

Our Solutions

TO THE NEW designed and deployed a GenAI-powered conversational assistant embedded directly within the sportsbook app, backed by AWS and robust intent modeling.

  • Embedded a lightweight GenAI SDK within the existing sportsbook app, enabling natural-language queries for upcoming/live events, moneyline and related odds, sports facts, and term definitions
  • Implemented quick-action triggers (e.g., “Show live moneylines”, “Place bet”, “Compare odds”) to translate intent into immediate navigation paths and prefilled actions
  • Deployed an AWS Bedrock–based NLU and generation layer (Claude/Llama families) with intent classification, safety guardrails, and response schemas for compliant, explainable outputs
  • Built a microservices architecture on Amazon EKS, used Amazon DynamoDB for session/state persistence and transcripts, AWS OpenSearch + embeddings for high-recall knowledge retrieval
  • Added MCP- and agent-driven tooling for structured queries (e.g., odds lookup, event filters, glossary fetch) to keep answers consistent and traceable
  • EEstablished analytics hooks (latency, query types, completion funnels) to measure time-to-bet, tap reduction, and session engagement

Business Outcomes

Through this collaboration, TO THE NEW revolutionized the sportsbook and iGaming experience for a global leader in the sportsbook and iGaming industry, harnessing the transformative potential of GenAI-powered solutions.

Reduced time-to-bet through conversational discovery and one-tap quick actions

Higher in-session engagement via contextual exploration of odds and events

Faster retrieval of live events & moneylines via direct prompts and structured GenAI tools

Fewer clicks and shallower navigation to reach actionable betting context, cutting drop-offs at decision points

Consistent compliant answers thanks to guardrails, intent classification, and templated response formats

Tech Stack

  • Frontend
  • Backend
  • AI / Conversational Intelligence
  • DevOps
  • Database
  • Security
Frontend
Backend
AI-Conversational Intelligence.png
DevOps
database
Security