SOFT2BET Unlocking AI in iGaming
Yoel Zuckerberg, chief product officer at Soft2Bet tells Neil Mead how his company is using AI technology to transform the iGaming user experience while enhancing operational efficiency.
DRIVING INNOVATION IN PERSONALISATION, GAMIFICATION, AND PLAYER LOYALTY
AI’s biggest impact on the gaming experience lies in personalisation. By analysing player behaviour and preferences, AI enables targeted recommendations, identifies gaming patterns, and even anticipates players’ next moves. This allows operators to deliver tailored content and promotions, fostering a more immersive experience.
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his past year, AI (artificial intelligence) has emerged as a powerful tool across many sectors, including the iGaming industry. The growing influence in iGaming has opened the door to a more data-driven, customer-centric approach to business that is changing the way companies manage customer relationships, enhance game development, and optimise internal processes. From personalised gaming experiences to streamlining compliance, AI is poised to help reshape the industry for both operators and players. However, as the industry grapples with these advancements, it’s essential for organisations to balance innovation with responsible practices and regulatory awareness.
AI’S GROWING PENETRATION IN IGAMING
AI adoption in iGaming has accelerated, enabling operators to make better business decisions and enhance the customer experience. At Soft2Bet, AI plays a key role in managing Customer Relationship Management (CRM) and Know Your Customer (KYC) processes. By automating CRM strategies, AI helps companies respond proactively to customer preferences, anticipate behaviour, and tailor interactions. This improves customer satisfaction and strengthens brand loyalty in a competitive market. Under KYC, AI streamlines identity verification, making compliance faster, more accurate, and less burdensome for users and providers. Beyond CRM and KYC, AI is a valuable tool in bettering game development. AI-driven design processes can enhance graphics and create more immersive game visuals – boosting player engagement and satisfaction. As this technology continues to advance, it will allow developers options to include more interactive elements, ensuring that the games remain visually appealing and engaging. In summary, companies will be better able to better meet player demands, create visually captivating experiences, and maintain a competitive edge.
18 DECEMBER 2024 GIO
HARNESSING AI FOR RESPONSIBLE PLAYER-CENTRIC GAMING AI is transforming iGaming by enabling deep analysis of player behaviours to deliver tailored gaming experiences. This personalisation, driven by bespoke recommendations, rewards, and interactive features, enhances player engagement while fostering long-term loyalty. However, leveraging AI responsibly requires prioritising ethical practices, maintaining transparency about data use, and ensuring AI-driven tools do not exploit vulnerable players or promote irresponsible gaming.
The lack of comprehensive regulations for AI in iGaming presents a significant challenge. In this grey area, operators must implement internal policies emphasising compliance and ethical standards while preparing for future regulatory developments. Crucially, AI should complement, rather than replace, human oversight in ensuring responsible practices. As frameworks evolve, they are expected to demand greater transparency and accountability in how AI influences the iGaming experience.
Similar to e-commerce, where users receive recommendations based on past purchases, AI in iGaming groups players by acquisition channels and tracks preferences to offer relevant promotions and rewards. This strategy enhances customer retention, builds loyalty, and increases lifetime value.
Beyond personalisation, AI drives gamification strategies that keep players engaged. By tracking behaviours, it identifies key moments to introduce incentives like challenges, bonuses, and rewards, making the gaming experience both entertaining and rewarding. At Soft2Bet, AI enhances predictive analytics to deliver customised game recommendations, loyalty rewards, and promotions, creating a customer-centric approach that boosts satisfaction, customise our engines and meet user expectations in every market. While personalisation offers benefits, it also poses risks without clear regulations to ensure ethical use. Excessive personalisation may lead to over-engagement, potentially fuelling problematic gaming behaviours. Unequal access to AI tools could create a divide, with larger companies dominating while smaller operators struggle to compete. This underscores the need for industry standards to ensure fair practices and equal opportunities for innovation. Collaboration with AI providers and tech companies can help bridge the gap, making advanced technology more accessible across the sector.
A LOOK AHEAD: AI PARTNERSHIPS AND INNOVATION
As we look ahead, it is apparent partnerships between operators and AI providers are driving efficiency and productivity in the iGaming industry. As it reshapes the industry with more personalised and engaging experiences, companies must still prioritise ethical practices, transparency, and compliance. By balancing innovation with responsibility, iGaming operators should look to integrate AI technology to unlock its potential while fostering a player-focused gaming environment.
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