THINK ABOUT THE NUMBER OF SHOTS ON GOAL IN EVERY FOOTBALL GAME ON ANY GIVEN MATCHDAY IN THE PREMIER LEAGUE, THE SPANISH PRIMERA DIVISION OR THE BUNDESLIGA, JUST TO NAME A FEW. NOW IMAGINE YOU ARE RESPONSIBLE FOR KEEPING YOUR WORLDWIDE FOOTBALL AUDIENCE UPDATED ON EACH ATTEMPT: DESCRIBING BALL MOVEMENT, PASSES AND SHOTS. PRESENTERS DO IT EASILY FOR AN INDIVIDUAL MATCH. BUT THINK ABOUT THE CHALLENGE OF DOING IT SIMULTANEOUSLY FOR ALL MATCHES THAT DAY. THIS, THEN, IS THE TASK OF BET3000, AS IT SERVES BUSINESS PARTNERS AND CUSTOMERS WORLDWIDE WHO RELY ON THE SPEED AND ACCURACY OF THE BET3000 INFORMATION IN REAL TIME.

1. IN-DEPTH CASE STUDY
How i CRM:
Bet3000 Creates
Transparency And
Personalized Service

2. Bet3000 - 2SugarCRM
ABOUT BET3000:
Description: Leading European sports
gaming firm with offices throughout
Europe that takes wagers worldwide on
all major sporting events. Rated as one
of the Top 100 European Sportsbooks
in 2014.
Headquarters: Malta
Customers Include: Worldwide
customers served directly or through
affiliate partners
Founded: 2009
Website: www.Bet3000.com
Partner: Fellow Consulting AG
THINK ABOUT THE NUMBER OF SHOTS ON GOAL IN EVERY
FOOTBALL GAME ON ANY GIVEN MATCHDAY IN THE PREMIER
LEAGUE, THE SPANISH PRIMERA DIVISION OR THE BUNDESLIGA,
JUST TO NAME A FEW. NOW IMAGINE YOU ARE RESPONSIBLE
FOR KEEPING YOUR WORLDWIDE FOOTBALL AUDIENCE
UPDATED ON EACH ATTEMPT: DESCRIBING BALL MOVEMENT,
PASSES AND SHOTS. PRESENTERS DO IT EASILY FOR AN
INDIVIDUAL MATCH. BUT THINK ABOUT THE CHALLENGE OF
DOING IT SIMULTANEOUSLY FOR ALL MATCHES THAT DAY.
THIS, THEN, IS THE TASK OF BET3000, AS IT SERVES BUSINESS
PARTNERS AND CUSTOMERS WORLDWIDE WHO RELY ON THE
SPEED AND ACCURACY OF THE BET3000 INFORMATION IN REAL
TIME.
In fact, it is more surreal time, than real time, because there are so
many factors built into serving business units, which include a live
online casino, off-site betting terminals, and opportunities to wager on
more than a dozen forms of sport internationally.
Bet3000 fulfills this daunting challenge every day, moment-by-moment,
in real time, because it has a sturdy infrastructure build around Sugar, its
Customer Relationship Management platform.
Using Sugar, Bet3000 achieved its three-level goals: it increased its
personal touch with bettors; kept affiliates updated on odds changes
worldwide; and improved internal workflows while assuring compliance
with disparate regulatory guidelines for betting in different nations.
Using Sugar, hosted on-site, Bet3000 provides a simple, systematic
transfer of all data to its partners and affiliates, while capitalizing on high
data security and enjoying Sugar’s agility and cost-efficient upgrade
options.
Bet3000 put its wager on Sugar. Across the board. And it is a bet that
allows the business to reap a hefty parlay.
INTRODUCTION

3. Bet3000 - 3SugarCRM
TECHNOLOGY FOR TRANSPARENCY, PERSONALIZED
RELATIONSHIPS
Bet3000 was a technology-based organization from the beginning. No fairgrounds bookies in
cramped stalls with an associate scratching on an odds board – technology was Bet3000’s
backbone, so it was only natural that the Malta-based gaming firm sought the most modern
CRM system when it came to managing sales and customer relationships within its 60 locations
and with its more than 200 partner or affiliate outlets.
Presenting a unified customer-facing presence was paramount, whether through partners,
affiliates or at a company-owned shop.
“No matter how you contact us, we want to project a uniform image and at any time be able
to respond quickly to customer needs,” says Daniel Hess, who is the product manager and the
CRM implementation director at Bet3000.
“With Sugar, we have been able to drive growth and manage it in customer-centric ways that
benefit us as a business and provide the personal touch that is important to our customers,” he
says.
By improving data flow and process management through Sugar, Bet3000 now uses the world’s
most innovative CRM as the funnel for all data management, from sales to marketing and
customer service.
Customer service staff have an intuitive interface for all activities relating to any account,
anywhere in the world. Communication between employees or partners occurs in real time, so
sales, marketing and customer service have current information, enabling agile responses and
tracking.
“We keep getting bigger, but Sugar helps us meet those challenges of keeping our partners
informed, keeping sales on track and making sure our customers still feel as if they are getting
personal service,” says Daniel.
CHALLENGE: Maintain real-time information on client accounts in one database with high-level security; ensure transparency
across business units and affiliates; deploy agile, scalable system that anticipates growth.
SOLUTION: Sugar On-Site, deployed for sales, marketing and customer service, and meeting highest European security standards
for personal information and financial transactions.
RESULTS:
• Established transparency throughout the customer journey, inside the company and with partners and affiliates
• Improved workflows based on the ability to personalize the user interface
• Enhanced internal and external communications
• Increased agility in customer service
“In Sugar, we have a
CRM system that helps
increase sales, satisfy
customers and provide
real-time insights into
a rapidly changing
business.”
Daniel Hess,
Bet3000 product manager
“With Sugar, we have
been able to drive
growth and manage
it in customer-centric
ways that benefit us as
a business and provide
the personal touch
that is important to our
customers.”
Daniel Hess,
Bet3000 product manager

4. Bet3000 - 4SugarCRM
SECURITY WITHOUT BARRIERS
The gaming industry has stringent regulations, both in keeping individual information
confidential and in reporting transactions to government agencies.
Meeting those challenges requires sophisticated software that can parse data
according to a user profile without impeding transparency.
With Sugar, Bet3000 successfully serves gaming terminals through Europe,
primarily in Germany and Austria, providing necessary information without negatively
impacting company or user security.
Because not all users or partners have the same security levels, Sugar recognizes
the difference and provides only the information that is appropriate. Most
importantly, it does so without compromising response time, accuracy or security.
WAGERING ON SUGAR
As Bet3000 matures in its use of Sugar, the company knows it can depend
on Sugar to improve its customer-facing presence, enhance sales and provide
opportunities to further develop its business processes.
“In Sugar, we have a CRM system that helps increase sales, satisfy customers and
provide real-time insights into a rapidly changing business,” says Daniel.
“We see Sugar as an odds-on favorite in our global goal to improve our margins
and increase our customer service.”
PARTNER
Bet3000’s customized Sugar deployment
has been developed and implemented, and
is managed by Fellow Consulting AG.
Fellow Consulting AG is headquartered
near Munichand operates worldwise as
solution provider for CRM consulting and
implementation services. Using state of the
art technologies, Fellow Consulting offers
cutting-edge products to leverage special
CRM benefits like mobile apps and various
enterprise applications.
Phones: +49 8121 79 222 20
info@fellow-consulting.de
www.fellow-consulting.com
INTEGRATIONS CUSTOMIZATIONS
• Customer and Contact Management
• Ticket and Case Management System
• Activity Management
• Google Maps
• Backend of Betting Software
• Inclusion of other departments and customer groups
• Project management for the design and development of new
shops
CUSTOMIZATIONS AND INTEGRATIONS

5. 10050 North Wolfe Road | SW2-130
Cupertino, CA 95014
T: 408.454.6900 | F: 408.873.2872
sales@sugarcrm.com
SugarCRM Deutschland GmbH
Erika-Mann-Strasse 53 | 80636 Munich | Germany
T: +49 (0) 89 1 89 17 20 00 | F: +49 (0) 89 1 89 17 21 50
sales-emea@sugarcrm.com
www.sugarcrm.com
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All rights reserved. SugarCRM and the SugarCRM logo are
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