Artificial Intelligence (AI) has rapidly transformed a number of industries and iGaming is no exception. Through integrating AI, a number of savvy online casino companies have seen huge improvements in their customer experience scores, their security operations and also their wider business operations.
In some sense, AI has been at the core of the iGaming industry since its inception, with algorithms providing the beating heart to the online games that we have been playing for decades. In recent years though the AI in use by providers has become increasingly more advanced.
Enhancing Security and Fraud Prevention
Online gambling companies are frequently and repeatedly targeted by cyber criminals, because they deal with a huge number of transactions and in many cases, have a huge database containing the sensitive personal information of their clients (bank details, addresses and ID). Due to this, William Macmaster of casino.org always discusses the security features of the best new casinos, while simultaneously advising readers to stay away from those which aren’t trustworthy.
The majority of big name online gambling companies are now not only using dedicated staff members to maintain their security systems, but AI technology to monitor activity and test systems for weak spots that can be improved upon.
Another key area that AI is helping with is in fraud detection. Unfortunately online gambling sites are often used by criminals as a means to launder money raised through criminal activities. Complex AI systems trained to look for the signs of such activity are helping companies to spot money launderers far earlier than before, and report them to the relevant authorities.
Improved Customer Support
Chat bots have been a pet peeve of not just gambling fans, but consumers in general for years and years. Whilst the new and improved AI systems employed by companies nowadays are still no substitution for a human, they are helping to improve customers’ experiences.
How they do this is by analysing a huge data dump of customer complaints and queries to allow them to predict in real time the wishes of a customer in need. The AI then pulls together a list of information that customers with similar queries have found helpful.
Again, it’s no substitute for human interaction but it is more personalised and has seen a huge reduction in customer complaints.
Personalized Gaming
No-one likes everything, we all have our unique likes and dislikes and online gambling fans are no different. Companies have recognised this and have started to use AI to provide their customers with personalized gaming experiences.
Much in the same way that Spotify curates music based on your tastes and Netflix uses an algorithm to work out which shows and movies you are likely to enjoy. So if you’re a fan of Egyptian based slots and quick fire blackjack, you can expect your home screen to reflect that every time you sign into your favourite gambling app.
Predictive Analytics
The online gambling industry is one of the most saturated on the planet with every Tom, Dick and Harry trying to get involved in the action. As such it can be hard for companies not just to make consistent profits but to even establish themselves in the first place.
Getting ahead in the industry seems to boil down to innovating at the right time and in the right way. Whilst there is an element of luck and timing in this, a large part of coming up with the next industry defining innovation comes down to serious research.
AI predictive analytics are helping companies gain a deeper insight into the patterns of their customers at the same time as giving them indications as to upcoming trends. A tool which is indispensable to any forward thinking provider.
Optimized Marketing
The marketing campaigns that I respond to will be different to the ones that you do and so on and so on. Traditionally marketing and advertising has been a one size fits all type of thing, but now AI is giving companies the scope to hit their customers with super personalised marketing campaigns based on their needs, interests and habits.
Again, in a hugely saturated industry such as this one, a tool like this is worth its weight in gold – and more!
In Summary
Above are just five of the ways in which AI is being used by companies within the iGaming sector. There are countless more that we could have mentioned and beyond that, there are countless more that we don’t know about.
What we do know however, is that there is no industry more likely to fully adopt new technology as iGaming and that the early adoption will only increase the growth of an ever expanding sector.
