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Since Epoxy.ai is merely providing a technology chassis that BetPARX will customize for its app, the company can work with as many gambling sites as it wants. It may be impossible to create a one-to-one personalization ratio, but the sites will try to come as close as possible. And gaming in the U.S. is in its relative infancy, meaning that while the future will bring many changes, like greater personalization, gamblers¡¯ habits are likely to change, too. According to BetPARX¡¯s Matthew Cullen, about 80 percent of the betting done in the U.S. takes place before games, while in ¡°mature¡± European markets, 80 percent is in-game ¡ª or live ¡ª betting. Cullen thinks the U.S. market will flip, too, within five years.
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Sportsbooks are harnessing Twitter's influence for marking purposes, building large followings by showcasing improbable parlays that hit and advertising special deals for bettors like odds boosts. The sportsbooks also use their partnerships with professional sports leagues like Major League Baseball and the NBA to post highlights with a betting spin. FanDuel's sportsbook account @FDSportsbook has more than 214,000 followers; DraftKings' @DKSportsbook has more than 158,000 followers.
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