UK’s Online Gaming Leader Bets Big On Reactive To Drive Real-Time Personalization UK’s Online Gaming Leader Bets Big on Reactive to Drive Personalization Real-Time Customer Data Becoming New Battleground Within Gambling Industry For some organizations, “Going Reactive” is a consideration for the future. For industry leaders, Reactive systems have already enabled major competitive advantage. The United Kingdom legalized online gambling 10 years ago. Although the market for online “punting” is still very young, it’s growing at a sharp clip. In the first five years the annual market reached £1.48bn, accounting firm KPMG estimated. By 2014, the UK Gambling Commission confirmed market growth to £2.44bn. With hundreds of gaming operators fighting for slices of this action, one of the UK’s oldest

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