INSIGHT ARTIFICIAL INTELLIGENCE
Almir, how is machine learning used in game development?
Machine learning (ML) allows applications and systems to become more accurate at predicting outcomes without being explicitly programmed to do so. With the help of historical data, it’s become easier to predict and establish new output values.
We always ask ourselves the same questions: “What are the players’ behaviour patterns?” “Are players using autoplay or turbo spin?” “For how long are they playing?” “Which languages are players selecting?” Tese, together with a host of other question can now be answered.
Via ML, historical data can be stored and used to create algorithms that contribute to making the players’ gameplay more interesting. We can suggest certain features to be enabled with a pop-up on the screen, same for turbo play if the system detects fast clicks or spacebar pressing, etc. ML can also be used for better player protection. If screening is done properly, we can identify players who have early signs of gambling problems.
How does machine learning inform and improve game design?
User interface and design can always be improved. We can use algorithms to study player behaviours and acquire information about the clicks, buttons usage, rules or info pages, scrolling, and time spent on certain pages. One very obvious and integral part of the game is sound. Some players like having the sound enabled, while others do not. With data stored from a million sessions, we can gather information about player preferences according to demographics such as country, age, etc. Te same applies to all game components like buttons, info pages, and special features as Buy Bonus.
How does know your customer via machine learning drive loyalty to a brand or product?
Definitely a lot. We can easily see player patterns and how the slots from our game portfolio are played. ML helps us to understand players’ intensity, frequency, and variability. So with proper research of results, the loyalty to our brand can be measured with a score that then can be assigned to a player.
How do you foresee machine learning evolving in the gaming industry towards personalising content for individual players?
It is certainly a next step in the business. We’re constantly looking to make games that are ever more entertaining for players, which in turn results in longer game sessions. Trends in slot industry are changing, and high-volatility games are becoming more popular. With that in mind, ML can be used to create various game designs that suit various, specific player categories. I’m referring to multi-volatility
P102 WIRE / PULSE / INSIGHT / REPORTS
Almir Kudic Head of R&D and Strategic Operations, GameArt
“Trends in slot industry are changing, and high-volatility games are becoming more popular. With that in mind, ML can be used to create various game designs that suit various, specific player
categories. I’m referring to multi-volatility options,
different designs based on geographics, higher bet limits, etc. ML can help to create unique or tailor-made versions of a slot to suit each player based on their preferences.” Almir Kudic
options, different designs based on geographics, higher bet limits, etc. ML can help to create unique or tailor-made versions of a slot to suit each player based on their preferences.
How can machine learning be used as a strategy aimed to prevent and reduce the potential risks from excessive gambling activities?
As I mentioned in the beginning, we can use ML for better player protection to determine and monitor individuals at risk. A large number of gambling operators have incorporated specific responsible gambling measures as a unique approach to enhance their corporate social responsibility. Among the most widespread responsible gambling tools that gaming operators provide are limit-setting tools that help players limit the amount of time and/or money they spend on gambling. ML, together with algorithms, can identify players who have early signs of gambling problems. So, better player protection looks likely to become an integral part of the online casino industry's future.
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