Underdog adopts Sportradar’s Bettor Sense for responsible gaming

Underdog, one of the fastest-growing sports companies in the United States, has entered into a landmark partnership with Sportradar to integrate Bettor Sense, Sportradar’s AI-powered responsible gaming solution, across its website and mobile app. This collaboration makes Underdog the first U.S.-based operator to adopt this technology, emphasising its commitment to creating a safer and more responsible gaming environment for its customers.

Bettor Sense, launched in mid-2025, is designed to identify high-risk players and provide early intervention through advanced AI. The system utilises behavioural research, continuous learning models and real-time monitoring to generate risk scores and player profiles, helping operators detect early signs of problem gambling. Significantly, the platform also facilitates personalised interventions, ensuring that at-risk users receive immediate access to support.

What makes this initiative unique is the integration of clinical care pathways alongside detection technology. Under this agreement, players identified as at risk will have access to Birches Health, a national leader in evidence-based treatment for gambling disorders. By combining Sportradar’s monitoring and detection capabilities with Birches Health’s therapeutic expertise, this partnership creates a comprehensive framework of protection that spans both prevention and treatment.

For Underdog, this represents a proactive step forward in strengthening its responsible gaming protocols. By leveraging Bettor Sense, the operator reinforces its player-first ethos, taking responsibility not only for compliance with regulations but also for the long-term well-being of its community. The system will apply across all entry types and user interactions on the platform, providing Underdog with a broad protective network for monitoring and support.

From Sportradar’s perspective, this deal highlights the growing importance of advanced technology in ensuring the sustainability of the gaming industry. Bettor Sense embodies a forward-looking approach, combining cutting-edge AI with regulatory compliance and positive outcomes for player well-being. The collaboration also underscores how responsible gaming has evolved from a mere compliance requirement to a crucial differentiator for operators aiming to build trust and longevity in a competitive marketplace.

The partnership between Underdog, Sportradar and Birches Health sets a new precedent in U.S. gaming. It integrates technology, clinical support and operational commitment into a cohesive ecosystem designed not only to protect players but also to foster a healthier gaming environment.