FairPlay introduces Customer Insights dashboard for UK operators

According to Jerome Underhill, FPSM COO, the project stemmed from the “lack of fresh, objective and actionable data on exactly why bettors switch apps” faced by operators. The new tool aims to challenge traditional market research, which is “often too slow, expensive and disconnected from daily commercial metrics”.

Powered by a continuously verified panel of over 1,000 active UK bettors, the self-serve dashboard provides operators with instant, objective visibility into brand perception, product feature popularity and competitive benchmarking. With data refreshed quarterly to track movements over time, alongside a “flash research” feature, operators can submit bespoke queries to the panel ahead of major tentpole events, such as the upcoming World Cup, to de-risk campaign planning.

FPSM is currently onboarding a select group of operators for an exclusive 30-day trial period, providing unrestricted, company-wide access to test the tool against operational challenges.

Underhill added: “We built FairPlay Customer Insights to be a commercial decision-making engine. It provides the speed and agility required for product teams to see how core features – such as their Bet Builder – stack up against the competition, while allowing media teams to understand the specific triggers that convert transient bonus tourists into high-intent, long-term players.”

The affiliate also recently released the honours list for its annual Oddschecker Endorsed awards and became the exclusive affiliate tech provider for FOX Sports.