CONTENTS


We’re still deep in show time, with news from trade fairs, awards, and various industry events dominating the headlines. But in amongst all this noise, there’s a major topic that keeps cropping up, AI.


You can’t move these days without bumping into a conversation about AI, and the iGaming industry is no exception. Whether it’s headlines, office chats, or the latest social media craze of creating personalised action figures, artificial intelligence seems to be everywhere. And it’s not just hype; AI is already reshaping how the industry looks, feels, and sells itself.


4 ONLINE NEWS


The latest news and updates from across the iGaming sector


8 IGB L!VE LONDON PREVIEW


Clarion Gaming’s Naomi Barton explains how July’s edition of iGB L!VE London aims to bring the entire iGaming industry together


10 SBC SUMMIT AMERICAS PREVIEW: ALTENAR


12 SBC SUMMIT AMERICAS PREVIEW: IGP


14 SBC SUMMIT AMERICAS PREVIEW: METABET


15 SBC SUMMIT AMERICAS PREVIEW: TADA


16 INDUSTRY INSIDER


Mark McGuinness on how AI is not just enhancing workflows or automating tasks; it’s beginning to reshape how we build, structure, and lead marketing organisations


10 8


Take game development, for starters. AI isn’t just crunching numbers or testing code, it’s starting to shape the actual design of games. From creating more realistic graphics and immersive environments, to tweaking gameplay on the fly based on how players interact, the technology is being used in the creative side more than ever before.


But it’s not all about what happens on screen. Behind the scenes, AI is also making serious moves in marketing, a topic our Industry Insider, Mark McGuinness, goes deeper into in this month’s column. It’s helping teams get sharper with their targeting, tailoring campaigns in real time, and even writing content. With AI tools able to analyse player behaviour at speed and scale, marketers can understand what players want and serve it to them with pinpoint accuracy.


Of course, there’s still a human touch needed, especially in such a competitive and fast-moving sector. But there’s no denying AI is becoming an essential part of the toolkit, whether building the next blockbuster slot or trying to fi gure out what kind of bonus offer is likely to get players clicking.


Neil Mead, Editor GIO


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GIO MAY 2025 3


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