AI In The IGaming Industry: Enhancing Personalisation While Avoiding Manipulation

Across the digital economy, service personalisation is expected. Research shows that personalised bets and offers are now perceived as “valuable” by most players, with 80% of bettors rating tailored experiences positively.

This is one aspect in which Artificial intelligence (AI) is shaping consumer experience and supporting operators throughout the full lifecycle of their service offering – from customer onboarding, detecting manipulation, unusual betting patterns and fraud, to providing personalised player engagement. AI’s growing use and adoption offers significant opportunities for both operators and users in detecting early indicators of problem gambling by analysing betting patterns and session length, tailoring promotions to individual user profiles, and providing targeted game recommendations, resulting in stronger loyalty, and longer playing sessions.