AI’S NEXT FRONTIER: A GUARDIAN OF FAIR PLAY
AI is enabling personalised gaming experiences at unprecedented scale and fundamentally changing how operators engage players. Fresh from speaking on the subject at SBC Summit Tbilisi, Denis Kosinsky, COO at NuxGame, explains why AI isn’t just about growth, but protecting players. Denis explains how NuxGame uses intelligent monitoring systems to detect risky play, pause bonuses, and trigger responsible gaming tools automatically.
What are the biggest ways AI is impacting casinos and sportsbooks right now?
AI is transforming casinos and sportsbooks by making every player interaction smarter and more relevant. Te biggest change is personalisation. AI analyses behaviour to recommend the right games, bets, and bonuses at the right time, creating a more engaging experience that keeps players active longer.
In sportsbooks, AI drives dynamic odds and predictive modelling, helping operators react instantly to market shifts. In casinos, it powers automated retention tools that trigger personalised rewards and campaigns through connected CRMs. AI also strengthens trust. It detects fraud, bonus abuse, and risky behaviour early, allowing operators to protect both players and their business.
Combined with automated content generation and real-time targeting, AI gives operators the power to run faster, safer, and more adaptive platforms that feel personal to every user.
How is NuxGame embedding AI into its platform strategy for operators?
At NuxGame, AI is becoming a central part of our iGaming platform strategy to help operators automate, personalise, and optimise their operations. We are integrating AI tools that analyse player behaviour and game performance data in real time, allowing operators to build dynamic lobbies, trigger personalised campaigns, and deliver content that matches each player’s preferences.
AI also supports smarter decision-making across the platform. It helps operators predict player value, identify churn risks,
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and improve retention through data-driven insights. On the operational side, AI is enhancing fraud prevention, automating reporting, and optimising performance monitoring.
Our goal is to make AI a built-in capability across the NuxGame ecosystem rather than an external feature so every operator can leverage intelligent automation, personalisation, and analytics from the moment they launch.
Why is it more complicated to apply AI in iGaming than in other sectors?
AI is harder to apply in iGaming because of the complexity of data. Unlike other sectors, every operator here connects dozens of providers, payment systems, and CRMs all producing data in different formats. To make AI work, that data must be unified and governed properly. Machine learning models rely on consistent, validated inputs, and even small discrepancies can distort predictions or personalisation.
At NuxGame, we treat data governance as the foundation for any AI initiative. By standardising data across all integrations, we ensure accuracy, compliance, and the reliability operators need to turn AI insights into real performance gains.
How does NuxGame support operators in using AI?
Before AI, NuxGame already provided operators with fully compliant tools tailored to each jurisdiction covering data handling, marketing restrictions, and responsible gaming. AI is now an additional layer on top of that foundation. It enhances automation and personalisation but still operates within the same regulatory framework defined per market. Operators can control how AI processes data and trigger campaigns in line with local laws. Tis ensures that every AI-driven action
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