TRENDS IN IGAMING


AI in online gambling: Revolution or risk?


Artifi cial intelligence (AI) has rapidly moved from a futuristic concept into an everyday reality, touching nearly every aspect of digital life, as Alex Green, Vice President Games, ZEAL Network SE explains...


handle the basics effi ciently, complex or sensitive issues are escalated to trained staff who bring empathy and judgment. The result is a more seamless, supportive and proportionate customer experience.


PERSONALISATION WITH PURPOSE


Alex Green, Vice President Games, ZEAL I


n the world of online gambling, AI has become both a powerful tool and a subject of intense debate. Is it a revolution that will reshape the industry for the better, or does it carry risks we cannot afford to overlook?


PROTECTING PLAYERS COMES FIRST


At ZEAL, our philosophy is clear: the protection of players is always our top priority. AI-powered technologies are already helping us make good on this commitment. By analysing behavioural data in real time, AI systems fl ag early warning signs of problematic play – such as sudden increases in spend or time spent playing. These insights allow us to intervene proactively, offering personalized limits, reminders, or direct support before issues escalate. This is a profound shift from reactive to proactive player protection. It demonstrates that AI, when used responsibly, can make the online gambling environment safer.


ENHANCING CUSTOMER SERVICE Another area where AI has proven its value is customer service. Chatbots and virtual assistants, trained with natural language processing, are available around the clock to answer routine questions. This improves response times and ensures that customers get help whenever they need it. At ZEAL, we see automated chatbots as a complement rather than a replacement for human interaction. Also, we are looking into using AI to increase learning from customer interactions. While machines


14 OCTOBER 2025 GIO


Of course, one of AI’s most visible contributions is personalization. By analysing playing patterns, preferences, and behaviour, AI can suggest games that are likely to resonate with individual customers. This is not about pushing players toward ever- higher stakes, but about helping them fi nd games that match their tastes. When personalisation is done responsibly, it enriches the entertainment experience without compromising player wellbeing. At ZEAL, we focus on using AI to create value for the player, not pressure.


BALANCING RISKS AND REWARDS Despite these advances, it would be naïve to ignore the risks. AI is only as good as the data and intentions behind it. Misused, it could blur the line between personalization and


manipulation, or overwhelm regulators struggling to keep pace with rapid technological change. For these reasons,


transparency and accountability are critical. Providers must not only comply with regulations but go further, setting industry standards for how AI can be safely deployed. Collaboration between operators, regulators, and technology partners will be essential in building trust.


A CHANCE WORTH TAKING So, is AI in online gambling a revolution or a risk? In truth, it is both. The technology has the potential to transform how we protect players, serve customers, and deliver engaging entertainment. But it must be handled with care, with safeguards in place to ensure that innovation never comes at the expense of integrity.


At ZEAL, our experience shows that AI can be a force for good in the gambling industry – a revolution that prioritises player safety while enhancing entertainment. The challenge for all of us in the sector is to embrace AI’s potential while keeping a watchful eye on the risks. Done right, AI is not just the future of online gambling. It is the opportunity to build a more sustainable and trusted industry for everyone.


ABOUT ZEAL


ZEAL introduced online lottery to the German market more than 25 years ago and has since become the market leader for online lotteries in Germany. The ZEAL Group’s business model is distinct, incorporating various approaches beyond traditional lottery distribution. ZEAL develops and markets online games, offering entertaining digital experiences directly to customers through its B2C platform and providing content to distribution partners via its B2B brand, Zeal Instant Games.


ABOUT ALEX GREEN


Alex Green is a proven performer in the games industry and has been responsible for the ZEAL games business unit since 2024. Prior to joining ZEAL, Green spent the last 20 years in various roles for the UK National Lottery.


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