ARTIFICIAL INTELLIGENCE


BetGames: AI in iGaming – where is the real value?


trends rather than outcomes. There is often a lack of big-picture thinking, with resources being poured into replicating processes or introducing AI where it is not necessarily the right solution.


AI continues to sit at the forefront of industry discussions, with businesses racing to explore its potential across operations. But as


experimentation accelerates, so too does the risk of misdirected investment. Dr Andreas Koeberl, CEO at BetGames, explores where the real impact lies when it comes to AI.


GIO: AI continues to dominate headlines, but where is it genuinely adding value to the industry? Andreas Koeberl: The issue with AI implementation today is that much of it is hype driven. More and more businesses are searching for ways to integrate AI because they feel it is the right thing to do, with no clear understanding of how to use it effectively or how it will impact outcomes. The reality is that, while front-end AI appears more exciting on the surface, the majority of value with current tools remains in the back end. Its potential for optimising workfl ows and providing advanced data analytics can drive meaningful improvements in operational effi ciency and enable informed decision-making.


GIO: There’s a lot of experimentation happening across the industry – where do you think resources are currently being misallocated? AK: We are seeing a lot of companies chasing


26 APRIL 2026 GIO


Our recent research into AI live casino presenters is a perfect example of that. We trialled AI avatars; the majority of players did not really care or even notice. More importantly, there were no measurable changes – either positive or negative – across key session metrics. There was no fi nancial upside either, and as a result, although we have the tech ready, as long as there is no clear commercial or strategic benefi t, we’ll park it. If there is no discernible advantage, it raises the question: why invest time, energy and budget into it? Unfortunately, this is the trap that many providers and operators fall into – pursuing innovations that look impressive on paper but ultimately deliver minimal genuine benefi t. In short, most companies suffer from FOMO and try to fi nd a problem for the solution rather than the inverse.


GIO: Beyond the hype, where can AI have a meaningful impact on operations? AK: The focus must shift from novelty to impact. When it comes to product development, AI can play a signifi cant role in speeding up prototyping, enabling teams to iterate faster, test ideas more effi ciently, and move quickly from concept to execution. There should also be a stronger emphasis on improving effi ciency for partners. A prime example is BetGames’ AI-powered Casino Designer, which allows operators to create bespoke studio environments in minutes rather than months.


Tools like this remove friction from the


process, eliminating the need for specialist designers, lengthy approval cycles, and resource-heavy workfl ows, streamlining production and reducing time to market.


GIO: What will separate the businesses that successfully integrate AI from those that don’t? AK: Without a clear strategy, AI can quickly become more resource-intensive than benefi cial. Every strategy needs a goal at its core. “We have to use it, otherwise we’ll become obsolete” might be true in some sense, but it is not a strategy. The key is to avoid using AI for the sake of it and instead look to implement the technology only where it adds tangible value.


In the back end, this means leveraging it as a tool to drive effi ciency and optimise internal processes. In the front end, it means shifting the focus away from what we can replicate with AI, and towards what we can unlock because of it.


The real opportunity lies in creating new formats and experiences that were not previously possible. Experimentation is important, but it must be guided by strategic purpose. “What does AI allow us to do or offer that wouldn’t be possible without it?” is a great question to start with.


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