The gambling industry is one of the fastest changing industries in the world and is always looking to stay ahead of the curve. A topic that’s on everyone’s mind lately is of course the development within Artificial Intelligence (AI). As fascinating as it is scary, it’s hard to see a way for humanity to turn back now. Whether we like it or not, AI will have a tremendous impact on our lives going forward.
AI Is Here to Stay
As always with technology of this magnitude, some will use it for good and some for evil, but regardless of its use, there’s no denying that this thing is here to stay.
How will it affect a technology based industry like online gambling? In some ways it already has but we can expect to see even more of it going forward. What are some specific areas? Well, let’s take a look at some of the ways AI is currently and will continue to change the industry.
1. Personalized Gaming Experience
When it comes to personalizing players’ experiences, I believe AI is already being very helpful and will be even more going forward. By using data to analyze players behavior, preferences, betting patterns etc it will be able to help narrow down and offer game suggestions as well as specific bonuses and promotions.
See the Right Games For You
Let’s say you enjoy playing games like Crazy Time or Lightning Roulette and have done so for years. It’s nice to get suggestions of other games that are similar or fall into the same category instead of having to see Hottest Fruits 40 type slots occupying your screen.
It’s the same type of personalized suggestions that you’ll see on Netflix etc.
2. Fraud Detection and Prevention
Another very important area where AI is a very useful tool is fraud detection. Casinos are working really hard to keep not only themselves, but their players safe when playing. The KYC process is one example of a casino looking to make sure there’s nothing shady going on.
There are still ways for hackers and other people to find ways around the rules and Artificial Intelligence can do a much better job than humans to put a stop to it.
Issues Can Be Detected
It doesn’t take much for an AI to analyze a player’s behavior for patterns that indicate suspicious activity. It can be anything from players colluding or even using bots. In other words both cheating, money laundering and other types of fraud can be detected by ongoing real-time analysis of everything that happens on the sites.
Being able to prevent financial loss is of high interest for both the casino and players and the use of AI can get the job done better than anyone.
3. Improved Customer Service
Having AI-powered chatbots is very helpful and since not all casinos offer 24/7 customer support in person, chatbots can take care of the issue. Answering basic questions, helping players navigate the site and offer recommendations can all be done with AI.
Even chatbots can’t help all of our complex problems, meaning you’ll have to wait for a customer support person to come in and sort things out. At the speed things are being developed, that probably won’t be the case for much longer.
Soon enough, the AI will be able to make changes on both the site as well as players accounts.
From the casinos standpoint, by predicting a players overall lifetime value, the AI will be able to inform the staff what type of treatment and priority a player should get at that particular time.
4. Enhanced Game Design
As you can see, there are a ton of things that data analysis can be used for and it doesn’t stop here. AI will be able to both improve and create new, more engaging games for players to enjoy. Being able to optimize any game mechanics as well as making sure games are 100% fair will be a good thing for all of us.
Having data that help developers identify what features are the most popular, why and when players start to lose interest in a game etc, will only result in even better games. This includes more engaging games via Virtual Reality that undoubtedly will be an epic experience, once they learn how to master it of course.
Who doesn’t want better games, am I right?
5. Improved Responsible Gambling Features
One of the perhaps most important and primary ways that AI is helping the industry is by helping identify players that have a gambling problem and preventing them from overstepping their means. To personally set your spending limits has been very helpful but an AI can take it to a whole new level.
I expect AI to optimize its algorithms for even better data analysis, making sure players are aware of how much they are spending via an on-site message or SMS.
In Your Best Interest
Most players won’t like being informed that perhaps they should slow down, take a break or maybe even stop playing altogether. BUT, it is in your best interest and in the end, it’s hard to argue against that. Rules regarding responsible gaming are needed.
The reason for a notification like this won’t be taken out of thin air obviously and instead be based on wagering patterns, other behavior together with transaction data.
To be able to get on top of things early, I believe will help a lot of players from ending up with serious problems.
Better Marketing and Casino Management
There are of course other areas like better predictive casino marketing and new betting genres, that will also benefit from AI assistance. In general, it comes down to better casino management with all that it includes.
Optimizing the overall casino experience for both the casino and players is or should be the ultimate goal and if used correctly, AI can help us get there.