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AI in iGaming: How AI can affect the gambling experience

It is safe to say that artificial intelligence (AI) is one of the most important and exciting innovations in the world of technology. Although AI has not yet reached its full potential, it is already being used by thousands of companies and other sectors around the world. The iGaming industry has always been early to adopt new technologies, and AI is no exception. In this article, we will look at how AI can (and is) being used by modern online casinos to protect players and offer a better product.

What is AI?

You may not notice it in your daily life, but AI is all around us. AI, or artificial intelligence, is an umbrella term for intelligence in computers. There are several levels of AI – from basic AI that uses search engines to find simple answers, to computers that can use machine learning to learn more about a subject over time. Apple’s voice-controlled personal assistant Siri is an example of AI that utilizes machine learning.

The advantage of AI is that it can process huge amounts of data to analyze it and predict trends. AI is much more efficient than humans, and it allows companies to process much more data instantaneously. Today, AI is used by a number of sectors, including in healthcare, transportation, and business. Many online casinos have already been using the technology for years, among other things to prevent problem gambling, and there is every reason to believe that its use will become more widespread in the years to come.

How can AI be used in the iGaming industry?

So how is AI used by online casinos today, and what are the benefits? Below are three areas where AI can and is being used by casinos today.

1. To offer more relevant games and offers

The casino industry is extremely competitive, and the largest companies must do more and more in order to retain and attract new players. One way to do this is to improve the product by offering bonuses and content that are more relevant to individual players, and AI can be the perfect tool for this purpose.

For example, by implementing AI, casinos can recommend specific slot machines to players who prefer to play certain types of games. If a player has played a specific type of game before, the chances are that they will also enjoy a newly released game in the same category. The same technique can be used in a sportsbook to show the relevant football matches to players who prefer to bet on matches in the Champions League, for example. Several streaming services already use similar technology to put the right content in front of the right user.

But AI can also be used to enhance the user experience in a number of other ways. For example, a casino may use the technology to automatically offer bonuses or free spins to players in a particular segment. Additionally, many casinos have already implemented chatbots that can help players without having to contact customer support, and this is also a simple form of AI. The technology might not be able to replace real support yet, but some experts believe it is only a matter of time before in-house customer service can be replaced by AI completely.

2. To predict user behavior and to protect players

Today, casinos use far more resources to prevent problem gambling than before, for several reasons. First, licensed casinos are required to do their utmost to prevent problem gamblers from depositing money and playing, including by closing accounts and offering various tools for responsible gaming, such as deposit limits, time limits, and so on. In addition, it is in the casinos’ own interest to protect players, as players who play normally tend to remain active customers for longer. 

AI can make this process much more efficient than before, and it can even identify and prevent problems proactively. Artificial intelligence can recognize patterns and predict gambling behavior. For example, if a player suddenly starts playing with larger bets or depositing much higher amounts, it can be identified much quicker. In such cases, the casino may choose to take action, for example by limiting the account or even closing it automatically.

3. To prevent cheating and money laundering

Cheating has always been a problem for casino operators, even though it is not as widespread as it used to be in the past. Today, virtually all casinos have a KYC process designed to prevent anyone from creating multiple accounts. This process requires the player to submit various documents (identification, proof of address, proof of payment, and more) in order to make a withdrawal. The casino then processes these documents, and the withdrawal can be approved. In addition to KYC, casinos have systems that can detect multiple accounts created from the same IP address.

But despite these measures, there will always be someone who will try to cheat – as long as money is involved, it will continue to be a problem. For example, someone may try to create multiple accounts to take advantage of a special offer over and over again, such as a free bonus or free spins without deposit. If this is not discovered or stopped in time, casinos can lose a significant amount of money over time.

With AI, it can be easier for operators to detect cheating or money laundering attempts. It makes it possible to detect patterns that match cheating behavior, for example if several player accounts make the same actions over a short time. A more advanced form of AI can also help identify players.

These are just a few examples of how artificial intelligence is used by gaming sites today and how our user experience may be affected by the technology in the years to come.

posted on 16 June, 2022
updated 16 June, 2022
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