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Betting firms are turning to AI to help the gaming machine addicts “cool off”
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UK has been one of the countries that has been trying to promote responsible gambling. Recently an inquiry conducted by a group of politicians from different parties was revealed to the public. The inquiry shed light on a lot of practices in the gambling industry that could use some improvements. They also proposed their own suggestions for promoting responsible gambling. Amidst the publication of this inquire the news about gaming machines that will use AI came out.
The purpose of installing AI in their machines is that it allows for the machines to spot addictive behavior using a number of metrics. If the machine identifies the player’s behavior as addictive the machine will not let the player continue to give them some time to cool off before they continue to work. This new initiative will not depend on AI only, although it is a starting point.
Attention towards the gaming industry is also caused by online casino slots and different gaming venues gaining popularity at a fast rate, bringing about the need to think outside the box when it comes to regulations.
The Anonymous Player Awareness System (APAS) will track the players during the whole game, looking for evidence of them chasing loses or displaying some other qualities of addictive gambling like speeding up or spending too long on the machine. If such behavior is detected the managers of the casino will get notified about such behavior so they can be extra attentive to that person.
The new technology was created by the Betting and Gaming Council (BGC) to try and combat the rising levels of problem gamblers that can be found basically at any age group but are prominent in the younger generations. This is also in the spirit of the recent inquiry and the call for tougher legislation around real-life and online casinos.
Wes Himes, BCG Interim chief executive said that he sees this as an opportunity to champion the highest standards and share best practices on safe betting and gaming, with the hopes that these measures will be seen as a sign of intent. With this initiative, BGC hopes to restore public trust, at least partially and the group is looking forward to further betting and gaming initiatives across the industry.
AI works based on the algorithm. If the algorithm determines some addictive behavior it will automatically lock you out of for “cooling off period” of at least 30 seconds. This is when the managers come into play to make sure the cool off period goes by as smoothly as possible. According to the initiative when the person is being locked out of the same safer gambling warning will be immediately displayed on the machine’s screen.
This new addition will firstly be introduced only in Britain, specifically in 8500 betting shops that include William Hill, Ladbrokes and Paddy Power. But it’s obvious that this new initiative has great potential and if it manages to bring positive results it won’t be too long before all the gaming machines across Britain and the world will be applying this technology to their gaming machines.
The 30 second cooling period will be specifically for addictive behavior but the firms are also looking to improve the experience of those who may not be addicted but are starting to enter a more risky zone. 20 second cooling-off periods will be introduced for those who have been playing at the same machine for more than 20 minutes. This separate mandatory automatic alert will also alert the staff. Even though the responsibility is not just on the AI and the staff will have its own part to play, even if this initiative was based solely on the technology, the founders believe that it would still have an impact and it would also help the staff who actually work at these venues, who are often over-stretched and poorly paid. Also worth mentioning is just how much violence these people have to deal with on an everyday basis. The cooling-off period may even help with the overall amount of violent outbursts in casinos and make the lives of everyone involved a lot easier. The algorithm will detect those who are at risk of harm, by using multiple factors like erratic play, chasing losses, speed of play and the time spent on the machine, therefore the alert and “cooling off” period will be triggered at almost any time during play. It will be specific to the individual playing the machine.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Betting firms are turning to AI to help the gaming machine addicts “cool off”

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James O’Kelly Appointed Head of Corporate Development at SolutionsHub
SolutionsHub is pleased to announce the appointment of James O’Kelly as Head of Corporate Development, a newly established role that underscores the company’s commitment to strategic growth, innovation, and excellence in client service.
Since joining SolutionsHub, James has been instrumental in driving key initiatives across the organization. Over the past 18 months, James has headed high-impact growth intiatives, managed treasury and led sucessful licensing for clients. His contributions have also extended to representing SolutionsHub on the international stage, enhancing the company’s global presence.
In his new role, James will take the lead on a range of high-impact strategic initiatives in close collaboration with the Board of Directors. His primary focus will be on identifying and cultivating key partnerships, as well as spearheading the development of innovative product lines that align with the company’s long-term vision. To fully dedicate his efforts to these forward-looking priorities, James will be transitioning responsibility for day-to-day operations and compliance to other senior members of the leadership team. This shift will enable him to concentrate on shaping the company’s future growth trajectory and ensuring its continued success.
“James has consistently demonstrated outstanding leadership and a deep understanding of our business and industry,” said Lee Hills, CEO of SolutionsHub. “His appointment as Head of Corporate Development is a natural evolution that aligns with our long-term strategic goals and further reinforces the strength of our leadership team.”
James will continue to play a pivotal role in advising and supporting clients through increasingly complex regulatory, licensing, and jurisdictional considerations. Leveraging his extensive experience and strong track record of delivering innovative, compliant, and forward-thinking solutions.
The post James O’Kelly Appointed Head of Corporate Development at SolutionsHub appeared first on European Gaming Industry News.
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Week 19/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
CryptoSlots, a leading cryptocurrency casino, is celebrating its 7th birthday this May with exciting new game launches and player rewards. To mark the occasion, CryptoSlots is unveiling a brand-new slot: Safari Sunsets, taking players on a breathtaking journey through the African savannah at golden hour. With swaying acacia trees, and a sky glowing in sunset hues of orange and purple, the game immerses you in the wild beauty of the grasslands. Majestic animals like zebras, lions, buffalos,and the powerful elephant Scatter symbol bring the reels to life!
PG Soft has unleashed its latest big-hitting title, Knockout Riches. The new addition is a 5-reel (1 to 3 rows in reel 1 and 5, 4 to 20 rows in reels 2, 3 and 4) slot that delivers an action-packed slot experience with grit, determination, and big rewards. Ruby, known as the ‘Flaming Rose’, steps into the ring as a rising star in the boxing world whose fists must do the talking.
Relax Gaming, the iGaming aggregator and supplier of unique content, is challenging players to tame Fang the dragon in its fiery new release, Fang’s Inferno. The dragon with an insatiable appetite for riches returns in this 5×4 slot where big wins can come via Blazin’ Wilds, Flamin’ Respins, Fang’s Bonus Picks, Fiery Free Spins and Fang’s Bonus Picks.
FBMDS is thrilled to announce the launch of its newest slot game of Asian inspiration – “Panda Treasure – Sublime Series”. This is the inaugural title in its ambitious plan to reinvent its slots portfolio with new, rewarding online casino game releases throughout the year, that speak to different players’ profiles and competitive operator’s demands. The release of a new slot game aligns with FBMDS’s 2025 narrative, focusing on market expansion, innovation, and leadership in key iGaming segments.
Spinomenal has released its latest game to join the Wildlife series, Majestic Silverback. Players are welcomed to the untamed, lush jungle for an adventure. Verdant fauna surrounds the 5×3 reel frame, brought to life by an array of jungle animals, including jaguars, parrots, crocodiles, and iconic silverback gorillas.
Push Gaming has launched Olympus Unleashed, a futuristic take on a mythological-themed slot that combines the timeless appeal of classic slots with bold, modern gameplay. Created for players who enjoy the familiar rhythm of traditional titles but crave something fresh, Olympus Unleashed delivers a compelling blend of nostalgia and innovation.
Play’n GO’s latest 6×4 slot, Crabby’s Gold, washes ashore with gold-grabbing mechanics, evolving Wilds and a crustaceous companion who’s got more attitude than treasure maps. Set in a sun-bleached pirate cove where coins glint beneath the waves, Crabby’s Gold brings comic chaos to the high seas. With its curmudgeonly mascot Crabby hoarding multipliers and heckling from the reels, this 4096-ways slot isn’t just another maritime theme – it’s a tidal wave of personality.
Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is thrilled to announce the release of Piggy Winner™ – a pig-themed descendant of Inspired’s popular omni-channel slot Gold Winner™. This 10-win line slot game is packed with thrilling features including Wild Symbols, Cash Collecting Free Spins, a gamble option and Fortune Spins mode, designed to deliver slick gameplay and endless excitement.
Booming Games turns up the temperature with Inferno Fortune Power Hit, the explosive first title in the brand-new Power Hit Series. Set on a blazing 6×4 grid with 4096 ways to win, Inferno Fortune Power Hit is designed for players who crave nonstop action and high win potential. At the core of the game lies the powerful Power Hit feature, which can be triggered in both the base game and Free Spins.
The post Week 19/2025 slot games releases appeared first on European Gaming Industry News.
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ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards
The studio is shortlisted for the “Brand of the Year – B2B” category
ELA Games, an innovative game development studio, has been shortlisted for the “Brand of the Year – B2B” category at the upcoming EGR Marketing & Innovation Awards 2025.
The EGR Marketing & Innovation Awards is an event that celebrates key figures and innovative brands within the iGaming industry. The ceremony recognises companies that demonstrate commercial success through game-changing creativity and contributions to the improvement of the industry. It gathers the brightest and most influential minds to reward those who have helped the online gaming sector grow.
ELA Games’ nomination for the “Brand of the Year – B2B” category highlights the company’s efforts in creating a portfolio that balances operator-centric growth with player-friendly gaming experiences. The studio has demonstrated a commitment to helping operators improve player acquisition and retention metrics through data-backed performance, making it a beneficial partner.
Marharyta Yerina, ELA Games’ Managing Director, commented on the nomination, “The ELA Games team is proud to receive a nomination for a significant category at a prestigious event. We’ve made considerable strides in 2025 to develop our portfolio and create games that both help operators grow and provide fun for players. We look forward to networking with all our peers at the ceremony, and congratulations to all nominees!”
The EGR Marketing & Innovation Awards 2025 will take place on June 19, 2025, at The Mermaid, London. The ELA Games team will attend the ceremony for a night of excitement, networking, and celebration.
The post ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards appeared first on European Gaming Industry News.
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