iGaming's shifting tech landscape powered by Artificial Intelligence
The global tech world is undergoing drastic changes, with certain technological innovations leading the iGaming industry into the future. From customer support and fraud detection to personalised recommendations and game development, AI is becoming a central part of how operators run their businesses and engage players.
Headlines across the media are increasingly dominated by stories of tech giants and companies across multiple sectors embracing AI. Examples range from desktop platforms incorporating AI assistants into daily workflows, to creative companies using AI-generated video tools, to workers relying on AI for technical tasks such as coding.
A fast-moving tech backdrop
According to insights publicly shared by product and tech leader, Alex Torlo, “Artificial intelligence technology has made a huge leap forward. AI tech was primarily used for product and service development, but it has now become a catalyst for innovation and growth across nearly all sectors of the global economy.” Numerous industries, including the iGaming industry have experienced this phenomenon.
iGaming became one of the leaders in AI adoption due to its rapid growth. Various casinos and sports betting sites use artificial intelligence to increase their performance. According to ZipDo, an AI-verified market research and industry reports platform, the iGaming market size is expected to grow to USD 127+ billion over the following years with AI adoption contributing to this growth.
Personalisation revolutionises user experience
Modern intelligent systems such as AI, enable operators to personalise the user experience based on players’ preferences, behaviour, and betting patterns. They can offer games and make recommendations based on users’ histories. They can also predict the most appropriate moments to send promotional messages.
According to a use case Torlo provided, one of the leading European sportsbooks successfully used this approach, offering various messages to segmented customer groups, achieving a 23 per cent increase in bets over 3 months and a 17 per cent improvement in new-depositor retention. US-based operators used behavioural insights to improve recommendations and the game experience for newly registered players, thereby reducing churn.
Increasing the safety of transactions
According to SiGMA News, fraud is one of the biggest challenges for iGaming operators. However, artificial intelligence (AI) systems, especially those that rely on machine learning and deep learning, excel in identifying complex, non-linear, and subtle patterns in large data sets, which rule-based systems often fail to detect. Operators analyse data on betting behaviour, transaction frequency, and other metrics. Tools like unsupervised learning & anomaly detection, deep learning & neural networks, and User and Entity Behavior Analytics (UEBA), assist in identifying potential fraudsters and reducing financial losses.
Promoting responsible gaming
Growing engagement increases attention to the problem of vulnerable players. Various solutions help identify potentially dangerous betting behaviour and risky gaming patterns. Users are notified of their increased vulnerability and encouraged to play responsibly. In some cases, systems can recommend taking breaks or using tools designed to help gamblers control their gambling behaviour.
Accelerating game development
Developers create new games much faster thanks to various intelligent tools. Game creation becomes simpler because developers no longer have to create multiple versions of their game designs manually.
Intelligent content-generation technologies generate multiple versions of design options. Simulation also allows ensuring the fairness of the games. Operators check game mechanics under different conditions in millions of virtual games.
Enabling predictive insights
The importance of using data to make decisions and take actions continues to increase. Intelligent data analytics tools provide more detailed insights. They allow operators to analyse their unstructured and structured data and detect new trends and user preferences.
Such insights enable a more effective marketing strategy and improved user retention. Businesses can target particular customer segments and send them personalised offers. Predictive insights also help detect customers who are likely to leave the website and implement targeted strategies.
Innovation and responsibility go hand-in-hand
The growing reliance on intelligent solutions in the iGaming industry has implications. Ethical concerns should be considered alongside the opportunities that arise from implementing the latest technologies and solutions.
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