AI in betting: protection or disguised marketing?
Twelve million and eight hundred thousand players under algorithmic surveillance. Sixty-four jurisdictions are monitored in real time. These numbers illustrate the scale of artificial intelligence in the betting industry. A phenomenon that promises greater player protection but risks evolving into the most advanced commercial profiling machine ever seen.
The illusion of protection
Leading this transformation are platforms such as Mindway AI, which monitors player behaviour to identify early signs of problem gambling, and Future Anthem, which analyses billions of transactions for global operators such as Betsson. The declared goal is noble: protecting vulnerable players and intervening before gambling spirals into addiction.
Yet behind this ethical mission lies a more complex reality. The very algorithms designed to protect can also become powerful tools for behavioural profiling, blurring the line between prevention and aggressive marketing.
The double face of algorithms
AI tools are programmed to detect so-called “markers of harm”: longer playing sessions, increased frequency, chasing losses, or unusual changes in deposits. In theory, such indicators are meant to prevent risky behaviour.
However, the same data can be read quite differently by marketing departments. A player labelled “at risk” for responsible gaming purposes may simultaneously be considered “high engagement” from a commercial perspective. An algorithm that identifies financial strain could equally highlight opportunities to offer targeted bonuses.
Future Anthem’s Amplifier AI embodies this paradox. It personalises gaming experiences to improve retention while simultaneously flagging markers of harm for intervention. The technology is identical; the intentions diverge. Even established operators such as Sisal have patented AI-based behavioural approaches that, while developed to support prevention, can also be leveraged as commercial assets.
GDPR and the grey areas
The core issue lies in data management. What happens when information collected to protect players is reused for promotional purposes? The GDPR sets strict rules. Article 22, for instance, guarantees the right not to be subjected to decisions based solely on automated processing.
In principle, this means players should not be excluded or limited purely because of an algorithmic classification. Yet practice often tells a different story. Some operators justify profiling player preferences under “legitimate interest” to deliver more effective content. This broad interpretation allows large-scale profiling, even of those who have refused marketing consent.
Moreover, behavioural data that may indicate problem gambling could, in certain circumstances, fall under the special categories of Article 9 GDPR if used to infer information about an individual’s health or vulnerability. This makes the legal framework more complex and the safeguards all the more crucial.
A commercial surveillance ecosystem
Sensitive information rarely remains confined to a single operator. Technological partnerships create intricate networks where data flows across multiple platforms. Mindway AI, for example, collaborates with Kindbridge to integrate pathways from risk detection to therapeutic intervention.
This ecosystem resembles healthcare, where doctors, pharmacists, psychologists, and insurers share medical records, each with distinct interests. In betting, multiplying stakeholders raises the risk that mistakes, misuse, or data breaches could have devastating consequences on players’ social and professional lives.
In Italy, the creation of the Registro Unico delle Autoesclusioni (RUA) ensures that players who choose self-exclusion are automatically blocked across all licensed operators. This measure strengthens protection but also highlights how personal data can circulate beyond the boundaries of a single company.
At the same time, recent ADM technical guidelines have reinforced security and access verification requirements. Operators are adopting stronger authentication methods and more sophisticated controls. Every login becomes yet another datapoint, potentially enriching the overall behavioural profile of each user.
Risk mitigation and human oversight
To reduce the risk of sanctions, compliance-oriented operators are investing in data segregation architectures, keeping information collected for player protection separate from that used for marketing. It is a costly choice but essential for compliance.
Another challenge concerns human oversight. The GDPR insists that human beings must retain the final say over automated decisions, particularly when they affect access to a service. Yet is it realistic to expect meaningful human review of millions of algorithmic assessments each day?
Transparency is therefore becoming a critical issue. At the European level, the AI Act introduces new obligations of disclosure and accountability for systems that impact fundamental rights and freedoms. It is reasonable to expect these transparency standards to influence the betting sector, compelling operators to clearly explain how and why AI systems make certain decisions.
Towards a sustainable balance
The future of AI in betting depends on striking a balance between technological innovation and the protection of fundamental rights. Few doubt the extraordinary potential of AI to prevent harmful gambling behaviour. But without rigorous governance, the same technology risks turning into a sophisticated exploitation tool.
Operators that invest in privacy by design, technically separating protective functions from commercial goals, will likely be the ones to earn consumer trust. In an industry where transparency is emerging as the new competitive benchmark, credibility may prove decisive.
The challenge is collective. It requires structured collaboration between operators, regulators, technology providers, and players themselves. Only then can the protective potential of artificial intelligence be fully realised while safeguarding privacy rights and ensuring economic sustainability.
Artificial intelligence in betting may become the most powerful tool for player protection ever developed – or the most advanced system of exploitation. The difference, now more than ever, will depend on the choices made today.
This article was first published in Italian on 15 September 2025.
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