Latest News
Betting firms are turning to AI to help the gaming machine addicts “cool off”
Reading Time: 3 minutes
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”
Latest News
Peter & Sons Expands Its Danish Presence Through Partnership with Spillehallen
Reading Time: 2 minutes
Award-winning game studio Peter & Sons has expanded its reach in Denmark through a new partnership with Spillehallen, one of the country’s most trusted and innovative gaming brands.
Spillehallen is a 100% Danish-owned company with over 45 years of experience in the national gaming industry. Known for its craftsmanship and visionary development team, Spillehallen has successfully transitioned from the world of physical slot machines to the online space, bringing its rich legacy to Spillehallen.dk. The company’s goal has always been to recreate the authentic feel and functionality of traditional Danish slots while enhancing them with modern design and technology.
Through this collaboration, Spillehallen players will gain access to Peter & Sons’ expanding portfolio of video slots, celebrated for their handcrafted art, cinematic sound design, and imaginative mechanics. Titles such as Barbarossa, Voodoo Hex, and Wild One reflect the studio’s signature approach — blending storytelling, bold aesthetics, and engaging gameplay to create unforgettable experiences.
Denmark stands as one of Europe’s most mature and well-regulated iGaming markets, making it a natural fit for Peter & Sons’ continued growth strategy. The partnership with Spillehallen underscores the studio’s mission to deliver creative, story-rich, and premium-quality gaming experiences to players in regulated markets worldwide.
Yann Bautista, Commercial Director & Founder at Peter & Sons, said: “We’re thrilled to partner with Spillehallen — a brand that shares our passion for quality, innovation, and entertainment. Their deep roots in Danish gaming and their modern approach to digital experiences make them the perfect partner for our continued expansion in Denmark.”
Jacob Frostholm, Casino Manager at Spillehallen added: “Peter & Sons’ games stand out for their artistic style and creative gameplay. We’re excited to bring their unique worlds to our players and continue building on our tradition of offering the best and most entertaining gaming experiences in Denmark.”
This partnership marks another key milestone for Peter & Sons as it continues its expansion across Europe following recent launches in markets such as the UK, Italy, and the Netherlands.
The post Peter & Sons Expands Its Danish Presence Through Partnership with Spillehallen appeared first on European Gaming Industry News.
Latest News
MyEmpire Reborn: New Look, New Empires, New Features
MyEmpire, one of the leading brands within the MioMedia affiliate program, proudly unveils its grand transformation. The empire has been reborn — with a stunning new look, an expanded collection of games, and thrilling new features set to redefine the gaming experience.
The redesigned MyEmpire brand unveils a fresh and immersive environment inspired by great civilizations of the past. The new interface offers smoother navigation, enhanced visuals, and a layout that reflects the brand’s evolution and the spirit of the empire. It’s cleaner, faster, and full of life — giving players the feeling of truly stepping into a renewed realm of majesty.
The updated design extends across the entire game world, bringing richer landscapes, detailed architecture, and enhanced character art that adds elegance and depth, drawing players further into play.
Along with the visual transformation, MyEmpire is expanding its portfolio with new games. Each title offers a unique experience while staying true to the empire’s spirit of strategy, adventure, and discovery. Together, they create a broader and more dynamic world for players to explore.
Beyond new games, MyEmpire is expanding with the launch of a dedicated shop — a new destination where players can purchase exclusive items or exchange their in-game bonuses for them. It’s a fresh way to turn progress into rewards and make every victory even more satisfying.
Soon, players will also enjoy new gamification features — SpinRally, Wheel of Fortune, and WonderPot. These additions will introduce even more thrills and rewards, giving players the chance to test their luck, win prizes, and uncover new surprises within the empire. Each feature is designed to enhance engagement and add a fresh layer of fun to the play.
MioMedia Affiliates continue to stand at the forefront of iGaming innovation, bringing together top-performing brands and world-class affiliate partnerships. As MyEmpire enters a new era with its refreshed look and features, MioMedia Affiliates celebrates the brand’s dedication to excellence, creativity, and pursuit of entertainment that both inspires and rewards.
For more information and guidance, contact the team: https://www.miomedia.com/contact-us
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iGaming 2026 starts now: be the first to get Slotegrator’s iGaming trends report
Slotegrator, a leading iGaming software provider and content aggregator, has published a report forecasting the iGaming trends of 2026. Developed in collaboration with over 50 experts from international companies, the report highlights how technology, regulation, ESG and transparency, and evolving player expectations will reshape the iGaming landscape in the coming year.
The report brings together insights from operators, regulators, affiliates, and marketing leaders across Europe, Latin America, Africa, and Asia. It covers key topics – from upcoming regulatory changes and AI-driven hyper-personalization to new compliance standards, marketing transformations, and the rise of community-based gaming ecosystems.
Readers will learn what to expect from:
- Regulatory developments in the industry’s most attractive markets.
- Advances in AI, cybersecurity, biometric KYC, and deepfake detection.
- New marketing models built on emotional intelligence and data ethics.
- The role of Web3, stablecoins, and gamified well-being.
- The growing influence of ESG on the iGaming sector.
The report features practical insights from leading leading companies, recognized industry leaders and award winners, including SiGMA Group, Clarion Gaming, DEVILS, Endorphina, Amigo Gaming, Aviatrix, ZingBrain AI, BGaming, NGM Game, Peter& Sons, CasinoRIX, ICS-digital, top media like iGamingNews, Casino Guru, GamblingTalk, and others, alongside perspectives from top game studios and regional experts.
“The report brings together the key takeaways from our business analytical research and the voices of industry experts who observe market dynamics every single day. Their perspectives give this report its depth and authenticity. At Slotegrator, we value partnership and collaboration above all — this is what allows us to capture the real pulse of the iGaming industry. This document gives companies a valuable head start as they prepare for next year’s shifts,” adds Svetlana Kirichenko, head of marketing at Slotegrator.
The report offers a comprehensive view of what’s next for iGaming — a must-read for anyone shaping the future of the industry. Be among the first to download The iGaming Trends of 2026 from Slotegrator by following this link.
ABOUT THE COMPANY
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
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