AI shouldn’t replace people; it should amplify them. TrueAim


automates repetitive, time-consuming tasks so teams can focus on higher-value strategy and creativity. Te reality is that people who learn to use AI effectively will outperform those who don’t. TrueAim gives marketers the ability to do what was previously impossible at scale, and that’s empowering, not threatening.


JACOB LANNING Head of Commercial Strategy for Systems, IGT


more data into the model. Tat constant learning makes the AI more accurate over time and helps marketing teams identify what truly drives incremental play rather than wasted spend.


Some worry that AI could replace staff. How do you address those concerns?


Tat’s a fair concern, and one we take seriously. AI shouldn’t replace people; it should amplify them. TrueAim automates repetitive, time- consuming tasks so teams can focus on higher-value strategy and creativity. Te reality is that people who learn to use AI effectively will outperform those who don’t. TrueAim gives marketers the ability to do what was previously impossible at scale, and that’s empowering, not threatening.


Can operators adjust campaigns in real time?


Yes. TrueAim includes live dashboards that display promotion progress, qualification rates, and player status. Operators can tweak upcoming campaigns or adjust untriggered offers based on observed trends. We were careful, though, once a player is actively engaged in a promotion, changing its parameters could create disputes. But for players not yet notified, operators have full flexibility to adapt promotions mid-stream.


How is TrueAim integrated within IGT’s broader systems ecosystem?


TrueAim is being embedded across multiple IGT business lines. It begins within the ADVANTAGE X casino management system, but


AI won’t replace the human element of hospitality, but it will give operators the tools to act smarter, faster, and with precision that simply wasn’t possible before.


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you’ll also see it appear in our VLT solutions, FinTech products like JackpotXpress, and our compliance platform, Entegrity.


We’ve also built a TrueAim AI agent into our customer support portal. It contains every version of ADVANTAGE documentation, allowing operators to query technical issues directly. If the AI agent can’t resolve an issue, it automatically opens a support ticket, which is another example of how TrueAim helps streamline workflows.


Will TrueAim extend beyond gaming into areas like dining and entertainment?


Absolutely. ADVANTAGE already connects the full resort ecosystem, slots, tables, dining, and hotel spend, so TrueAim can evaluate total player value across all touchpoints. Te AI can then ensure that rewards and incentives reflect the player’s holistic contribution to the property, not just their gaming activity.


Finally, what’s the biggest opportunity TrueAim presents for operators?


In the near term, it’s about the efficient allocation of scarce marketing resources, getting the right offer to the right player at the right time. Longer term, it’s about unlocking the power of real-time, data-driven decisioning across the entire casino.


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