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To 2020 and beyond: the future of AI in igaming

Published

5 years ago

December 18, 2019

To 2020 and beyond: the future of AI in igaming Reading Time: 4 minutes

With Digitain’s Director of International Development, Simon Westbury

Our interpretation of artificial intelligence, its progressive role in the world, or its actual relevance to us in any given moment very much depends on our domain of discourse. We’ve all seen the dystopian movies about the rise of the robots. Elon Musk is talking about self-driving cars soon rendering human-driven vehicles illegal, at least on public roads. One AI “teacher” even apparently improved student marks by 35% compared to its human equivalent – wish I had one when I was at school! Meanwhile, back in our own realm of igaming, just take a stroll around any conference floor and you’ll see the majority of stands promising to automate you to the moon and back – and walk your dog while they’re at it. Surely they can’t all be right, at least right now.

So, let’s dispense with fantastical future, and deal in more sober realities. Where are we presently at when it comes to AI? Well, having chaired a panel on the very subject at the recent Eastern European Gaming Summit (EEGS), I’m now in a position to corral and share the thoughts of some top industry experts on artificial intelligence and its current implementations across our industry.

Automated, algorithmic trading is perhaps the most obvious use case for the industry, particularly for in-play betting which has taken over as the main driver for turnover in the UK (up to 70% in some reported cases). However, dig a little deeper or speak to any senior sports trader, and they’re still loading up and Excel spreadsheet, enabling macros on formulas, and overseeing the games themselves.

Quantitative models, running off data channeled from global odds markets, can accurately adjust prices and manage risk as things unfold. However, that’s it for now. By way of analogy, take chess. The algorithms may now wipe the board with the Grandmasters, but the best human-computer teams still consistently win against the robots. Algorithms can process a myriad of moves, but a more detached risk-management system with man-and-the-machine oversight still has its place. As with every intelligent endeavour, though, AI systems will surpass us one day. So, the costs of running sportsbooks are forever diminishing.

For my part, I’m especially interested in CRM as the next big potential differentiator for our operator partners over the coming year, especially in Europe’s more mature market post-GDPR. To which end, I predict that 2020 will be the year of the player journey and player protection. Therefore, it’s now up to operators and suppliers to process the myriad data points available nowadays, whilst also securing the best way to stay fully compliant within the tightening grip of worldwide regulation. Which means that both operators and suppliers must start asking the right questions – even basic questions such as: what do I want AI to achieve? I worry some industry peers sometimes expect the solution without taking the trouble to pose the correct question.

Expect the trend towards the personalisation of marketing to pick up its pace. It’s all about leveraging the data at your disposal, converting it into actionable insights that can boost your bottom line. Only optimal behavioural data insights and personalising your communication will reliably unlock the door to “dwell” time, not to mention gaining ground on the holy grail goal of knowing your customer from the login – their passions, their proclivities, the offers and bonus that drive engagement, a customised user interface promoting the markets they want. Tags which flag behavioural traits (in-play biases, preferred sports, even a customer’s favourite club or player) also offer a personalised and customised experience, configuring all aspects of the customer journey in a responsible, trackable way.

Old-school marketers may baulk at some of our revolutionary code-reliant methods. But at the end of the day, this is simply a question of data processing by a bigger-brained beast. After all, efficient information processing represents the backbone of any intelligent system, and no CRM team can handle these modern-day challenges manually. Basically, AI is a tool to hone and gear up what you can already do manually in order that a more efficient process can ensue. That’s true whether you’re measuring margin, safeguarding your customers from high-frequency deposits, or installing an optimised marketing campaign to better speak to the customer and elevates their experience.

There’s also a danger that regulation is becoming so politicised that new technologies, led by AI, are not being fully adopted in a way that best benefits the customer. That’s because regulators simply don’t understand AI since their respective CVs do not include any tech or gaming know-how. So, we need to promote effective use cases in order to better articulate the AI proposition and its inherent advantages to the relevant authorities.

Ultimately, my view is AI needs to be fully understood in the specific areas where we seek to employ it. We need to focus on the player in terms of entertainment and protection. We need to cooperate with the regulator in terms and language they quickly comprehend. One challenge which the entertainment AI disruptors of Netflix and Amazon have is that they cannot sell cross-platform. In our own industry, from an operator POV, we can. Accordingly, we’ve since seen a lot of stuff around request-a-bet and build-a-bet formats, so we’re getting some sort of worthwhile personalisation. Nevertheless, we can perform far better as we embrace machine-learning techniques. In fact, this represents one of Digitain’s central focuses – understanding the wealth of data we have and using the algorithms to produce a gaming equivalent of the Netflix experience, Betflix so to speak.

I concluded my seminar in Sofia by asking the panel to assign a percentage as to where we currently are when it comes to exploiting AI in gaming. Their answers varied between five and 20%. And while such predictions invariably aren’t worth the paper they’re written on, considering tech’s take-off potential (please pester a professor to explain the doubling power of Moore’s law!), we all agreed that we have barely begun to scratch the surface here.

Whatever the immediate future, it’s an exciting time at present if you’re operating in one of the most progressive and tech-friendly industries around. We’ve now put our powerhouse sportsbook platform in sync with these advances in automated processing. Those operators marooned on legacy technology, however, now have a new raft of agile bookmakers nipping at their heels. At the same time, others who own their own tech are capable of pulling away from the field. If I was stuck on a legacy platform, I’d be very concerned right now.

Author: Simon Westbury

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: To 2020 and beyond: the future of AI in igaming

Related Topics:gambling industry in Europe

George Miller

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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MAGGI renews its sponsorship with GIANTX for the fifth consecutive year

Published

4 hours ago

February 25, 2025

George Miller

Reading Time: < 1 minute

MAGGI, through its MAGGI FUSIAN line, has renewed its sponsorship with GIANTX for 2025. The brand will again be featured on the sleeve of GIANTX’s team jersey in the Superliga of League of Legends, Spain’s leading esports competition.

The renewal of this partnership strengthens both parties’ commitment to offering content tailored to current trends and connecting with the gaming and digital entertainment audiences. MAGGI FUSIAN, together with GIANTX, will continue creating activations to engage both traditional fans and new audiences. The brand will also maintain its presence on social media, live streams, and other digital and physical channels.

Since 2021, MAGGI FUSIAN has been one of GIANTX’s main sponsors, contributing to the brand’s consolidation in the esports scene in Spain. GIANTX, in turn, continues its path at the top of European esports, with a presence in both League of Legends and Valorant.

José Díaz, CEO of GIANTX, highlighted the importance of this partnership, stating that MAGGI is one of the longest-standing brands in the esports ecosystem and has been a key supporter from the start.

Sílvia Morales, Brand Manager of MAGGI in Spain, expressed her satisfaction with the renewal, emphasizing the connection with the gaming community and the importance of supporting content creation relevant to the digital audience.

The post MAGGI renews its sponsorship with GIANTX for the fifth consecutive year appeared first on European Gaming Industry News.

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Nolimit City stops the talking and shoots instead in Dead, Dead or Deader

Published

4 hours ago

February 25, 2025

George Miller

Reading Time: 2 minutes

Shoot first, ask questions never! Nolimit City rides straight into the lawless frontier in Dead, Dead or Deader, a no-nonsense, bullet-riddled slot where the only rule is: shoot ‘til it stops moving… then shoot again! This slot keeps the familiarity of Nolimit City’s catalogue but changes things up with its art style and humoristic quirks. Following the latest releases like xWays Hoarder 2, Tombstone Slaughter and Duck Hunters, this slot is looking to shoot up the charts.

Dead, Dead or Deader as the name implies is filled with some bloody good xMechanics that make the west deadlier than it already is with the likes of xNudge®, xBet®, and xGod™:

xNudge®: Always nudge to the top or bottom, boosting the multiplier by +1 with every nudge. After nudging to full visibility, the stacked xNudge® Wild gets hanged which awards a respin where the xNudge® Wild remains on the reels for one spin. When the respin is over the xNudge® Wild can get a neck snap which doubles the multiplier value and makes it stick for another spin. This can happen until the xNudge® multiplier reaches 999x or the dreaded Dropout, where the guy falls down and no more respins are awarded.

xBet®: Guaranteed a Scatter Symbol on the second reel

1 Spin 1 xNudge® Wild xBet®: Guaranteed 1 xNudge® Wild on any of the middle 3 reels

1 Spin 3 xNudge® Wilds xBet®: Guaranteed 3 xNudge® Wilds on any of the middle 3 reels

It wouldn’t be the west without the Wild Symbols. If a Wild lands on the reels it will have a 1x multiplier but if more Wilds drop to the right, they will have a multiplier of 2x and so on until a maximum of 5x

When landing 2 Scatter Symbols in the base game, they transform into wilds with multipliers. Landing 3 Scatter Symbols in the base game, will trigger 12 Dead Spins where xNudge® Wilds always stick for at least one additional spin and the xNudge® multiplier gets doubled immediately before the next spins starts. Landing a Scatter on reel 5 will upgrade Dead Spins to Deader Spins and award +2 Spins

Landing 4 Bonus Symbols in the base game, will trigger 12 Deader Spins with the same features as Dead Spins, however the xNudge® Wild multiplier gets tripled instead of doubled.

xGod® is back! Landing a stacked Casket Symbol on any reel will trigger a maximum payout of 19,349x the base bet. Duck Hunters is rated as “Extremely Volatile” delivering the thrilling high-stakes gameplay that Nolimit City fans know and love.

Per Lindheimer, Head of Product at Nolimit City, said: “Aaaaand we’re back in the West! This gritty rendition – where being dead just isn’t enough – showcases xNudge® in all its glory. The Deadlock feature is one of those mechanics you either love or hate, but when it hits… it hits big. Another wild ride we can’t wait for players to experience.”

‘Dead, Dead Or Deader’ will be available to all Nolimit City partners on February 25th, 2025.

The post Nolimit City stops the talking and shoots instead in Dead, Dead or Deader appeared first on European Gaming Industry News.

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Inspired Launches Big Big Horsey Fortune Across Online & Retail

Published

5 hours ago

February 25, 2025

George Miller

Reading Time: 2 minutes

Inspired Entertainment, Inc., a leading provider of B2B gaming content, systems, and solutions, is pleased to announce the launch of Big Big Horsey Fortune™, an equine-themed slot game, focused on players online and in retail settings ahead of the highly anticipated horse-racing season.

An evolution of Big Horsey Fortune™, this latest release joins Inspired’s growing omni-channel portfolio, blending the excitement of Inspired’s much-loved Big Big gameplay mechanics with new features for enhanced player engagement. At the heart of the game is the dynamic Match 3 Bonus entry system, where players unlock unlimited free spins by matching three Bonus Symbols. The Big Winner mechanic raises the stakes with an initial prize of up to 100x the stake, while the game’s innovative Punter’s Hand feature can descend at random, lifting a reel to reveal a hidden bonus symbol for added thrills and greater winning potential. A new bonus trail mechanic further enhances gameplay, allowing players to collect upgrade symbols that boost all Big Winner values on the screen and unlock progressively higher multipliers.

For a customisable experience, Big Big Horsey Fortune™ includes additional gameplay features designed to heighten anticipation and maximise payout potential. Online and retail versions both feature Fortune Spins for a streamlined high-win format featuring only the highest paying symbols and a Gamble option, where players can risk their base game wins for cash prizes or direct entry into the bonus round.

The online version also includes Fortune Bet, providing an increased chance of triggering the bonus round, and where regulation permits, Bonus Buy, which allows players instant access to the bonus game. With colourful horse-racing graphics, fast-paced action, and medium volatility, Big Big Horsey Fortune delivers an electrifying experience designed to appeal to casual casino players and horse-racing enthusiasts alike.

Richard Terry, UK Market Product Director, said, “We are proud and excited to be launching Big Big Horsey Fortune to our B3 retail estates. As part of our commitment to delivering market leading seasonal games, we have combined our player-favourite ‘Big Big Fishing Fortune’ title with a classic ‘Day at the Races’ theme – just in time for the biggest events in the UK horse racing calendar, Cheltenham Festival and the Aintree Grand National, setting our customers and players up for an exciting Spring experience.”

Claire Osborne, VP of Interactive at Inspired, said, “With its fun gameplay, crisp horse-racing graphics, and availability across both digital and retail platforms, Big Big Horsey Fortune is set to be a standout hit. It has been designed to maximise engagement during the peak horse-racing season and deliver a thrilling ride that operators won’t want to miss.”

Big Big Horsey Fortune™ is the latest addition to Inspired’s growing portfolio of high-performing seasonal slots content, reaffirming its reputation as a leading provider of innovative and engaging gaming experiences across multiple platforms.

The post Inspired Launches Big Big Horsey Fortune Across Online & Retail appeared first on European Gaming Industry News.