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Artificial intelligence (AI): A threat or opportunity for iGaming?

The global gambling industry is in the midst of a major evolution, with artificial intelligence (AI) technology on track to transform this hugely lucrative sector. Artificial intelligence not only promises to revolutionise how operators conduct their business, but also the way customers engage with their favourite betting sites.

The technology has been widely tipped to be a game-changer on casino platforms, with AI algorithms significantly enhancing the gameplay experience on live dealer games.

Another key element of AI is personalisation, which allows operators to analyse player patterns and preferences to tailor game recommendations in line with those results. This factor is just one element of the way iGaming operators will use AI to make their marketing activities more nuanced and sophisticated in the future.

The data insights provided by artificial intelligence (AI) will increasingly be used as a retention tool, helping operators provide customers with more personalised bonuses and promotions. Loyalty programmes will be a core construct in this, with previous incarnations of these type of schemes often criticised for being unappealing to most players. However, while AI appears to be a gift from heaven for the iGaming sector, some experts believe the industry must be wary about the way it is utilised.

Ahead of her appearance at un upcoming iGaming summit in Malta, marketing guru Izabela Wisniewska expressed concern at how some people in the industry view AI.

“I’ve personally encountered prospective clients who would tell me ‘We don’t need SEO (Search Engine Optimisation) anymore, we have Chat GPT’,” Wisniewska said.

“But I don’t think it will be a long-term threat because AI can’t do marketing. It can definitely help, streamline processes, make some things quicker, but it can’t do marketing.

“Even if some think it can, I am sure they will shortly understand they still need a marketing company or department that knows how to use AI wisely.”

While Wisniewska’s comments sound a cautionary note about AI from a marketing perspective, the technology clearly has the power to make a difference to the iGaming industry.

One of AI’s biggest assets is its ability to make iGaming more safe and secure. The utilisation of machine learning algorithms is the primary factor driving this. AI is superb at identifying unusual betting patterns, which makes it the ideal to tool to detect and prevent fraud far quicker than the human eye.

The technology is also increasingly playing a key role in supporting responsible gaming practices by providing operators with early warnings about potential issues. By pinpointing problems early, AI ensures that anyone whose gaming activities are threatening to spiral out of control can be identified and offered the help they need.

Customer support functions is another area where AI has made a significant difference, with chatbots now commonplace on most reputable iGaming sites. This technological functionality not only eases the burden on staff members, but also provides customers with 24/7/365 support. As chatbot technology becomes more sophisticated, only the most complicated queries will need to be handled by human agents in the future.

Although it would be foolish to think AI does not come with some negatives attached, the pros undoubtedly outweigh the cons for iGaming worldwide.

The next few years will likely see AI become even more influential, thus helping to fire the iGaming industry to even greater heights. By addressing the handful of threats it presents, stakeholders will ensure that its integration into the sector is beneficial to the entire iGaming network.