You log-in into your Netflix account to relax and kick back, right? As part of that process, you don’t want to spend precious hours searching for something to watch. I’m reasonably certain that each and every one of you (including me) appreciates that Netflix remembers what type of movies and TV series you like to watch. The shorter those search times are, the more time you can spend relaxing and enjoying your precious down time. It’s a set of personalization lessons that many believe that online casinos and online sportsbooks in the Garden State of New Jersey need to learn how to do better. When you look at Disney+, Amazon Prime or Netflix, you’ll almost always be given a range of great content and different titles to choose from, plus you’ll receive a recommendation of titles that are similar to what you have watched before or categories that you prefer. Wouldn’t it be great if next time you log-in to your online sportsbook, you could enjoy the same level of personalization and see only the betting markets that you prefer? How Netflix does it Everything Netflix does is driven by data and powered by smart Artificial Intelligence (AI) algorithms. The company is forever brainstorming, and testing ideas to ensure that whatever is disseminated on its ubiquitous platform matches the exact thought process of the Netflix users. The personalization achievements are right there for everyone to see and enjoy. Netflix uses AI to improve personalization, increase loyalty and satisfy what it calls its ’60 second Rule’. According to Carlos Gomez-Uribe, Vice President of Product Innovation at Netflix; “Consumer research suggests that a typical Netflix member loses interest after perhaps 60 to 90 seconds of choosing, having reviewed 10 to 20 titles (perhaps 3 in detail) on one or two screens. The user either finds something of interest or the risk of the user abandoning our service increases substantially. The recommender problem is to make sure that on those two screens each member…will find something compelling to view” he writes. Since publishing the paper, the Netflix 60 second rule has undoubtedly reduced meaning even shorter attention spans are catered for. It is precisely that type of innovation that New Jersey’s online sportsbooks desperately require in order to personalize your sports wagering experience. Online Sports Betting & Casino Gaming just another form of content for Personalization Although sports betting and online casino play is slightly different to binge-watching a TV series, the similarity is that it is still entertainment that can be personalized for relaxation purposes. According to leading industry expert from SG Digital Gaming, Dylan Slaney; “It’s (online gaming and sports betting) been part for me of the broader entertainment industry for many years, and it’s a place where people choose to spend time. More of that time is being spent on mobile or digital devices, so today we compete for airtime with a host of industries and companies that form part of what I think is the new entertainment industry. So, Netflix, Amazon Prime, Xbox, PlayStation, etc. Your experience on Netflix will be very different from mine, and it’s very different for anybody that uses that service.” Slaney says. Additionally, Netflix also uses time of day as a variable to recommend shows to its customers. Netflix will suggest shorter programs or the ones you’re halfway through when you log in later at night instead of recommending shows with longer durations. The same use could be used for sports events with most Women’s Tennis Matches taking much less time than an NFL game, for example. It’ll be interesting to see how it plays out when AI finally starts driving our online betting consumption.