Case Study: Sky Betting & Gaming achieves faster innovation, increased loyalty and revenue with Alida

Sky Betting and Gaming - Customer Case Study

Sky Betting and Gaming, the UK’s leading mobile-first betting and gaming operator, faced a saturated market with weak brand loyalty, thousands of competing touchpoints, and the need to innovate quickly across 40 sports and multiple gaming brands. To deepen customer understanding and accelerate product and marketing decisions, they partnered with Alida and used Alida’s platform to build a customer insights program called The Clubhouse.

Using Alida, Sky Betting and Gaming launched The Clubhouse — a panel of 9,000+ opted‑in, profiled players integrated with their segmentation and CRM — enabling rapid, repeatable insight across targeted customer sets. Alida-powered insight helped de-risk product decisions, guide UX and promotional testing, and drive measured results: year‑over‑year uplifts in loyalty, share of wallet, brand awareness and customer volume, a reported £2M+ saved in opportunity costs since 2014, and attainment of #1 online bookmaker and #1 game‑player positions for Sky Bet.

Sky Betting and Gaming

Vaughan Lewis

Senior Vice President of Communications