Underdog and Sportradar integrate AI tool for safer gambling

The growing intersection of technology and gambling has increasingly focused on one critical issue: player safety. In the United States, a new milestone has been reached in this area as sports betting platform Underdog has partnered with Sportradar to introduce an artificial intelligence (AI) tool specifically designed to promote safer gambling practices. This initiative is part of a wider movement to ensure that the rapid expansion of online sports betting in the country remains sustainable, responsible, and legally compliant.

A partnership built around safer gambling

Underdog, a U.S.-based sports betting and fantasy sports company, announced that it will integrate Sportradar’s Bettor Sense tool into its ecosystem. Sportradar, an international sports data supplier with a reputation for developing integrity and betting solutions, has positioned Bettor Sense as one of its most advanced technologies in responsible gambling.

This partnership highlights an important industry shift. Instead of only responding to problem gambling cases after harm has occurred, companies like Underdog and Sportradar are investing in proactive measures that rely on AI-driven detection. Bettor Sense uses machine learning models to identify early warning signs of risky or harmful betting behaviour and helps direct players to support services before the problem escalates.

What is Bettor Sense?

Bettor Sense, launched in July 2025, is a proprietary AI-powered system that continuously monitors player activity to generate real-time risk scores. These scores are based on behavioural data, betting patterns, and a range of indicators that research has linked to problem gambling.

When Bettor Sense detects potential high-risk behaviour, it does not simply flag the activity. Instead, it creates opportunities for personalised intervention. This may involve nudging the player toward responsible gambling resources or, in more concerning cases, referring them to treatment providers such as Birches Health.

The system is designed to comply with both regulatory requirements and industry standards for data protection. Importantly, it avoids punitive approaches and instead focuses on guiding players toward healthier gaming behaviours.

First integration in the United States

While Sportradar has deployed its technology in other markets globally, this marks the first time Bettor Sense will be integrated into the U.S. sports betting landscape. The American gambling industry has grown at a remarkable pace since the 2018 repeal of the Professional and Amateur Sports Protection Act (PASPA), which allowed individual states to legalize sports betting. With growth has come increasing scrutiny from regulators and public health experts regarding gambling-related harms.

Underdog’s adoption of Bettor Sense sets a precedent that could influence other operators in the U.S. market. By embedding AI-based tools into betting platforms, companies are signalling to regulators and players that they recognize the risks associated with gambling and are willing to invest in harm-prevention strategies.

A proactive approach to player protection

Underdog’s Vice President of Responsible Gaming, Adam Warrington, described the partnership as a natural extension of the company’s efforts to create a safer gaming environment. He explained:

“Collaborating with Sportradar to integrate Bettor Sense is another step in Underdog’s proactive approach to enhanced player protection across all entry types. The integration of this leading player protection technology to detect problem play and provide clear resources to those who need it, now including treatment services from the clinicians at Birches Health, is a critical step forward for our players.”

Warrington’s comments reflect a broader industry trend: moving from reactive to proactive strategies. Instead of relying solely on self-exclusion lists or customer complaints, operators are now leveraging AI to intervene early, ideally before harmful gambling patterns lead to serious financial or personal consequences.

Sportradar’s perspective

From Sportradar’s side, the move further cements the company’s reputation as a leader in technological solutions for the betting industry. Jim Brown, Head of Integrity Services & Athlete Wellbeing at Sportradar, highlighted the significance of the collaboration:

“We applaud Underdog for taking this meaningful step to not only safeguard, but also to provide resources to players who exhibit potential problem gaming behaviour. Sportradar’s expertise and innovative solutions are designed to not only address the needs of our clients but also support a secure and sustainable industry.”

Brown’s statement underscores two critical themes: safeguarding players and maintaining industry sustainability. Gambling operators face increasing expectations from regulators, investors, and the public to address problem gambling. By partnering with companies like Sportradar, operators can demonstrate compliance and commitment to safer practices.

The wider regulatory context

The integration of Bettor Sense in the U.S. comes at a time when lawmakers and regulators are paying closer attention to responsible gambling. Different states have adopted varying standards for player protection, but there is growing pressure for more uniform safeguards.

AI-based monitoring systems such as Bettor Sense could play an important role in establishing best practices across jurisdictions. They allow operators to present evidence of proactive harm prevention, which could be a valuable factor in future licensing applications and compliance reviews.

Birches Health and treatment integration

A key feature of Bettor Sense is not just its ability to identify risk but also its connection to care providers. In this case, Birches Health, a clinical treatment service, will be one of the recommended resources for players who are flagged as potentially at risk. This integration bridges the gap between detection and treatment, ensuring that players are not left with warnings alone but have direct access to professional support.

For the gambling industry, such partnerships with healthcare providers mark a shift toward a more holistic model of responsible gaming. Rather than treating gambling solely as a consumer activity, it recognizes the potential public health dimension and provides structured pathways for assistance.

Technological innovation in responsible gambling

The use of artificial intelligence for harm detection is part of a wider trend across industries where technology is being deployed to address social concerns. In gambling, AI offers several distinct advantages:

• It can process vast amounts of behavioural data in real time.
• It can identify subtle patterns that might not be visible to human monitoring.
• It can deliver personalised interventions based on individual player profiles.

Importantly, Bettor Sense has been trained using data from responsible gaming research. This ensures that its models are grounded in empirical evidence rather than assumptions. As the system is used more widely, its learning capacity allows it to refine its predictions and interventions further.

Sportradar’s broader strategy

The partnership with Underdog comes shortly after Sportradar announced an expanded collaboration with the German Bundesliga. That agreement allows Sportradar to use the league’s proprietary tracking data to strengthen its live player markets for clients.

These developments suggest a two-pronged strategy for Sportradar: expanding its global influence in sports data while simultaneously strengthening its responsible gambling credentials. For operators like Underdog, aligning with a company that can deliver both data-driven betting solutions and safer gambling technologies provides a comprehensive competitive advantage.

Industry implications

The integration of Bettor Sense may encourage other U.S. betting companies to adopt similar technologies. In an increasingly competitive market, operators are looking for ways to differentiate themselves not only through betting products but also through reputation. Demonstrating leadership in responsible gambling could become a key factor in attracting and retaining customers, as well as in satisfying regulatory scrutiny.

Moreover, as the gambling industry faces potential challenges such as federal oversight or stricter state laws, early adoption of harm-prevention technologies can help companies demonstrate compliance and reduce regulatory risks.

A step toward sustainable growth

The U.S. sports betting industry continues to expand rapidly, but sustainability remains a pressing question. Without adequate safeguards, the risks of gambling-related harm could undermine public trust, invite stricter regulation, or damage the industry’s reputation. Initiatives like the integration of Bettor Sense aim to prevent such outcomes by ensuring that growth is balanced with responsibility.

Underdog’s partnership with Sportradar therefore represents more than a business arrangement. It symbolizes a commitment to sustainable industry practices, a willingness to invest in advanced technology for public good, and a recognition of the complex realities of gambling in the modern digital age.

Conclusion

The collaboration between Underdog and Sportradar to integrate the Bettor Sense tool represents a significant step forward in responsible gambling practices within the U.S. sports betting industry. By adopting an AI-powered system capable of detecting early signs of problematic behaviour and connecting players with appropriate resources, the partnership highlights a proactive approach to safeguarding customers while maintaining compliance with regulatory expectations.

As sports betting continues to grow across the United States, the industry faces increasing scrutiny regarding player protection and long-term sustainability. Initiatives like this not only strengthen consumer trust but also set a benchmark for other operators seeking to balance innovation with social responsibility. Underdog’s commitment, alongside Sportradar’s technological expertise, demonstrates how advanced solutions can be harnessed to create a safer, more transparent, and ultimately more sustainable gambling environment.

FAQs

What is Bettor Sense?
Bettor Sense is an AI-powered tool developed by Sportradar to detect early signs of risky gambling behaviour and guide players to responsible gaming resources.

Why is the Underdog partnership significant?
It marks the first integration of Bettor Sense in the U.S. sports betting market, setting a precedent for proactive responsible gambling measures.

How does Bettor Sense work?
The system generates real-time risk scores by analysing player behaviour and betting patterns, then provides tailored interventions and support options.

Who are the partners in this initiative?
Underdog, a U.S. sports betting platform, and Sportradar, a global sports data provider, are the primary partners, with Birches Health offering treatment support.

Is Bettor Sense compliant with regulations?
Yes, the tool has been designed to meet regulatory standards for responsible gambling and data protection across different jurisdictions.

What role does Birches Health play?
Birches Health provides clinical treatment services and will serve as one of the care providers to which at-risk players are directed.

What benefits does AI bring to responsible gambling?
AI allows for real-time monitoring, detection of subtle risk patterns, and personalised player interventions that traditional systems cannot achieve.

How does this affect players?
Players receive earlier and more personalised support, potentially preventing harmful behaviours from escalating into severe gambling problems.

What does this mean for the U.S. betting industry?
It could encourage wider adoption of AI-based tools, enhance regulatory compliance, and strengthen public trust in legal sports betting platforms.

What are Sportradar’s broader goals?
Alongside its focus on safer gambling, Sportradar is expanding its sports data services globally, including partnerships with major leagues like the Bundesliga.