Smart Spend, Smarter Play IGT’s TrueAim AI maximises marketing ROI
At G2E Las Vegas, IGT unveiled Random Riches powered by TrueAim, an AI-driven advancement in systems marketing that promises hyper-personalisation, real-time engagement, and measurable ROI for operators. Jacob Lanning, IGT’s Head of
Commercial Strategy for Systems, explains how TrueAim delivers scalable, data-driven automation designed to make marketing teams more effective.
Jacob, what is TrueAim, and how does it fit into IGT’s systems strategy?
TrueAim is an adaptable AI layer that sits across our casino systems portfolio. It’s specifically focused on the data and use cases that arise from casino operations, player behaviour, marketing, rewards, and system performance. Unlike general AI models such as ChatGPT or Gemini, TrueAim is trained on the realities of gaming data. It’s designed to improve how casinos execute and optimise operational processes.
Random Riches has been widely adopted for years. How does TrueAim take it to the next level?
Random Riches started as a ‘Play X, Get Y’ promotion engine, an automated way to reward player behaviour that previously required manual work by casino hosts. Originally, operators would create maybe 20 or 100 player segments, but at a certain point, that manual configuration can’t scale. With TrueAim, we’ve moved from segmentation to hyper-personalisation.
Now, casinos can effectively create ‘segments of one.’ Te AI identifies what kind of offers have historically rewarded similar players and tailors incentives to each patron in real time. It’s a level of precision that human teams alone simply can’t deliver.
How does the real-time element change how operators use promotions? TrueAim operates in two phases: AI-assisted and AI-automated. Te assisted version, which we’re debuting first, still gives operators full control. Te AI recommends the right offers, but the operator reviews and approves them before they go live.
When we move to the automated phase, the system will evaluate player 50
behaviour the moment a card is inserted and decide whether that patron should receive an offer, based on eligibility and prior activity. It prevents overlapping campaigns and ensures marketing spend is used efficiently. Real-time decisioning allows operators to engage players in the moment that matters most, during play.
What does this look like from the player’s point of view?
From a visual standpoint, it’s not dramatically different from the Random Riches experience players already know. What changes is relevance. Te offers feel tailored, because they are. If I’m a $1,000-a- day player, I won’t get a small-value offer that doesn’t reward me. Instead, TrueAim ensures the incentive aligns with my play behaviour, so engagement feels meaningful rather than generic.
Why introduce an assisted version first instead of going straight to full automation?
We were very intentional about that. Many operators are excited about AI but understandably cautious. Tey want to understand how it works before giving it autonomy. Te assisted model builds trust and transparency. It lets teams see the logic behind AI-driven decisions and adjust as they learn. Ironically, building the assisted version was more complex than an automated one, because we had to create dashboards, controls, and workflows to keep operators fully in the loop.
How does TrueAim measure effectiveness and ROI?
Measurement was a core design principle. TrueAim’s dashboards show predicted versus actual outcomes, allowing operators to track the efficacy of both AI-assisted and manual promotions. Te system also learns continuously, every promotion, whether AI-driven or not, feeds
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