Axom Gaming is a London-based technology company that builds an AI commercial decisioning platform for iGaming and sports betting operators. Rather than replacing an operator's CRM or CDP, it sits alongside the existing stack and evaluates each player individually to select the action, incentive and timing most likely to maximise net gaming revenue. Every decision is measured against commercial outcomes such as NGR, bonus efficiency and player profitability, and the results feed back into the model. The business traded as Ibex.ai before rebranding to Axom Gaming in June 2026 and publishes operator case studies including a pilot with 888Africa.
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