Claudio Maccari, CTO of Xciting Group which offers online casino games distribution and aggregation, says the latest AI technologies promise to revolutionise iGaming operations and deliver richer player experiences.
The online gambling industry has always been at the cutting edge of technology, and its latest advancements are now driving the sector forward at an unprecedented pace.
There are truly revolutionary technologies now being used by sportsbook and casino operators and suppliers to deliver next-gen player experiences.
These are also being used to gather, segment and analyse data to make business-critical decisions and deploy powerful player protection tools.
These technologies – in particular AI, machine learning and automation – are already changing the game but in the coming years will be truly transformational. But in what areas are these technologies already having the greatest impact? Let’s take a look.
Content development
A growing number of content providers are embracing AI, especially Generative AI, to support game development. This includes designing new themes, creatives, sound and even mechanics for slots and table games.
In most cases, GenAI will be used in the concept stage with the studio’s designers, mathematicians and engineers then adding their ideas and input as the game processes along the development cycle.
Personalisation and user experience
Online sportsbook and casino brands are heavily focused on personalising the experience offered to their customers. The industry has lagged behind others in this area, especially when considering just how personalised entertainment options like streaming are.
But progress in iGaming is now being made, and we are seeing brands roll out personalised game lobbies, odds recommendations and even tailored bonuses based on the player’s past behaviour – all of which are powered by AI and machine learning.
Personalisation is the key to unlocking deeper player engagement and given the competitive nature of the market – and other entertainment options available to consumers – is mission critical for online sportsbook and casino brands.
Responsible gambling
One of the most interesting areas where AI, machine learning and automation can be deployed is responsible gambling, especially by monitoring players and benchmarking activity against markers of harm.
Technology can then automatically make interventions where necessary, at the very first signs a player may be losing control of their play.
This is a great example of where machines and humans can work together. If a light touch intervention is required, that can be made by a chatbot but if the situation is more complex, highly trained customer support agents can make contact instead.
Fraud detection and security
AI is incredibly good at identifying and preventing fraudulent activity. It does this by analysing patterns in player behaviour, transaction records and betting activity and then detecting anomalies.
It can also enhance KYC processes, especially when combined with biometric technologies to help verify players and better protect their data.
In addition, bonus abuse remains a major issue for operators and can cost hundreds of thousands (in some cases, even millions) but through AI and machine learning this can be identified and prevented in real time.
Advanced customer support
Customer support is a vital function within any online sportsbook and casino, playing a major part in acquisition, retention and overall player satisfaction.
With AI-powered chatbots, an agent is available 24/7/365 and can respond instantly. These chatbots can be trained to handle a wide range of player questions and issues, and due to the quick resolution, improve satisfaction and ultimately brand loyalty.
Create operational efficiencies
AI and machine learning offer unrivalled operational efficiencies, allowing companies to work smarter and not harder, which allows them to do more in less time and at a reduced cost.
For example, AI can cut marketing spend by ensuring the right player receives the right bonus. If that player is only a small-stakes bettor, they will receive a different communication and promotion to a high-stakes bettor as they bring a different value to the sportsbook.
In customer support, AI can allow operators to run a much leaner care team without needing support centres around the world. The chatbot is available anywhere, any time for a fraction of the cost of a human.
Of course, this rolls into the argument about whether the machines are taking over and what this means for the humans that occupy key roles across online gambling organisations.
I believe we must embrace technology and explore the opportunities it presents. There are some really smart people running pioneering businesses looking to leverage the capabilities of AI, ML and automation, and these businesses absolutely need humans to work for them.
As we see time and again, the sweet spot is the combination of state-of-the-art tech and humans, and I’d say it’s a spot the industry is in right now.
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