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JADA GAMING’S JADA BRAIN iuriimotov/Adobe Stock


GIO: What’s Jada Brain’s greatest strength, do you think? In what fi elds does it help operators the most? AA: The Responsible Gaming, Affi liate Optimiser and Bonus Abuse modules are the standout elements of Jada Brain. Jada’s Responsible Gaming and Bonus Abuse modules are something to be incredibly proud of given their societal impact, while the Affi liate Optimiser has laser focus on adding true value by pulling back the curtain on what makes a campaign successful.


GIO: How do you implement your player protection - does it address the player directly, or is it about alerting the operator so their existing technique can be employed? AA: We don’t have access to personal player details and we work in partnership with operators to help them better understand their players’ behaviour. Our module automates this process so that when a player at risk is detected the operator receives the information via our platform, so that the operator can then act with the identifi ed players.


Operators must do all they can to protect players by creating socially responsible experiences that prevent them from the harms of addictive gambling. AI provides an uncompromising and independent way to keep players safe in a proactive way, instead of traditional self-exclusion and self-imposed reactive methods.


The Jada Brain has its own Responsible Gaming engine that uses an algorithm to determine a player’s risk of becoming a problem gambler. Once a risk is identifi ed it assigns an appropriate player rating so operators can step in before the situation deteriorates.


GIO: Where is AI heading in the future? What can the industry expect, and how far away is this? AA: AI will only grow in infl uence in the online casino and sports betting space. There will be incremental changes, albeit these will happen quickly. It will result in more and more tasks being handled by AI and more functions becoming automated. Before long the majority of what a user sees on gambling sites will be highly personalised thanks to AI, from the layout of the page to the images, colours and wording that is displayed.


GIO: Why should a company choose you rather than creating something in-house? AA: Expertise is hard to fi nd and building something as intuitive, extensive and results driven as Jada Brain requires a team of data scientists, engineers, and data visualisation experts. This is an area that we are deeply passionate about and outsourcing this to a dedicated business means that companies can focus on what feeds their passions.


Sikov/Adobe Stock


GIO AUGUST 2021 7


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