AI remains one of the hottest topics across the industry with operators, suppliers and affiliates looking at ways of incorporating it into their businesses to improve products and experience, unlock efficiencies and future-proof.
There are plenty of use cases for AI, but one of the most interesting – and important – is responsible gambling. AI, combined with the right data, has the potential to monitor players in real-time and flag those whose gambling activity could be cause for concern.
We all know that early intervention is crucial in preventing problem gambling, so AI can be seen as something of a saviour in this regard. But the use of AI in this manner also raises some questions about ethics and just how far its capabilities should be explored.
To get a better steer on where the industry is at when it comes to using AI as part of responsible gambling, we spoke to three industry experts –
Yoni Sidi, CEO, Wiztech Group
Martyn Hannah, Founder and Managing Director, Comparasino
Will Shallish, Pre Sales Consultant at RokkerX
How important do you believe AI is going to be in helping detect problem gambling?
YS: “AI is poised to be a game-changer in detecting problem gambling.
“By analysing vast amounts of data in real time, AI can identify patterns that indicate risky behaviour much earlier than traditional methods. This allows operators to take proactive steps to protect players and intervene before gambling habits escalate.
“AI’s accuracy and predictive capabilities will only improve, too, which means it’s a critical component of responsible gambling initiatives, both now and in the future.
“However, it’ll be important to balance technology with human oversight to ensure any interventions are appropriate and empathetic.”
MH: “It’s going to be fundamental, especially when it comes to early detection and prevention. AI is already being used in cutting-edge technologies that track and assess individual players and, in doing so, accumulate tons of behavioural data. AI can be trained on this data, especially that of known problem gamblers, and then monitor active players against these recognised problem play patterns in real-time. This allows operators to identify potentially at-risk players very early and then either continue to monitor them or make an intervention if necessary. AI can even make this intervention by interacting with customers through the chat. That this can be done round the clock at an unlimited scale, totally surpassing human ability.”
WS: “AI presents what is really a transformative opportunity in the industry, for both players and operators alike. The potential for real-time analysis of player behaviours is something that can really raise the bar when it comes to the industry’s commitment to responsible gambling and safeguarding players. The ability for AI to detect such an array of signals for harmful gambling behaviour at such pace and distinguish between truly harmful player behaviour and players who are playing frequently within the responsible limits, is becoming a game changing tool for operators.”
What, if any, do you consider to be the biggest ethical issues with using AI to monitor players?
YS: “The main ethical concerns will be around privacy and the potential for AI to misinterpret player behaviour.
“Monitoring gambling activity involves sensitive data, and operators must ensure they are transparent about data use and have robust safeguards.
“There’s also a risk of false positives, where players who aren’t at risk could be flagged incorrectly.
“Striking a balance between effective monitoring and respecting individual privacy will be essential.
“Any operator that uses AI will need to have robust transparent policies and regulatory compliance, and employ AI insights that are combined with human judgment.”
MH: “I don’t see any so long as the data being gathered under the premise of responsible gambling is not being used for other things like marketing and bonusing. If it’s only being used for responsible gambling, then the data is staying within a closed loop and to protect the player and intervene where necessary. Where issues would start to arise is if operators are then using the data gathered for responsible gambling to learn more about the player’s preferences and betting behaviour and then using this insight to improve or personalise their experience. There’s nothing wrong with doing this so long as it is being done on data gathered specifically for marketing and CRM, and that the player is fully aware of that being the case.”
WS: “I think the key ethical issue here is privacy. There is a fine balance to be stuck between safeguarding the player and operator, and making the player feel like they’re being watched. With the levels of data analysis required for effective monitoring, how a players’ data is protected is massively important and needs to be set out in a transparent and secure way. Players need to trust the platforms they are using, especially as the human element is less and less prevalent now, so ensuring that ethics are at the centre of the development of guidelines around the use of AI I crucial to foster respectful practices in the industry.”
Early intervention is crucial to preventing gambling harm, but how can we ensure we are not intervening too early when using AI and potentially alienating customers?
YS: “AI models should incorporate a tiered approach to intervention.
“Initially, we should employ low-impact measures like providing educational content or displaying responsible gambling messages.
“If risky behaviour persists then more direct actions, such as personalized messaging or offering self-exclusion options, can follow.
“We should also remember that continuous model training is essential to improve accuracy and reduce false positives.
“Again, by combining AI insights with human review, operators can ensure interventions are well-timed and relevant, enhancing player protection without disrupting the gaming experience.”
MH: “The intervention will happen automatically once certain markers of harm have been triggered, so it’s up to operators to ensure they calibrate their markers and triggers correctly. For me, I don’t think intervention can come too early so long as the communication is right. This is not about telling players what to do necessarily but making them aware of the tools available to help them stay in control of their play – many aren’t aware they can use deposit and loss limits, for example, or that they can take a cooling offer period if they feel the intensity of their gambling is getting to be too much. Early, light-touch communications focused on education will not alienate players but rather give them a much better understanding of how they can manage their play.”
WS: “Timing is everything here. The pace at which AI use has grown in the industry in a relatively short space of time obviously presents challenges when trying to ensure that it is being used in the most optimised way possible. It is essential that operators are fine-tuning their AI systems so that they apply nuanced risk thresholds, markers of harm and any other behavioural indicators. The cost of getting early intervention wrong is high. There has to be a calibrated approach, observing behaviours over time as opposed to flagging one-off anomalies, so as to not intervene with players at the wrong time. Ultimately, early intervention would diminish any trust between the player and the platform, so intervening in a timely and respectful manner should be the priority.”
Is there a concern about losing the ‘human element’ when using AI to intervene with players and helping them with problem gambling?
YS: “Yes, there are understandable concerns that AI interventions may lack the empathy and understanding that a human touch provides.
“While AI can flag at-risk behaviour and automate certain actions, the human element remains crucial for nuanced cases where personal interaction can make a difference.
“That’s why operators should view AI as a tool to augment, rather than replace, human support. Combining AI’s efficiency with trained staff who can offer personalized assistance ensures players receive timely and compassionate help.”
MH: “There becomes a point when a trained human support agent needs to take over from AI. Quite when this point occurs will be on a situation-by-situation basis. This is why operators can’t roll out an AI-driven responsible gambling solution and sit back thinking it will take care of itself. Operators still need to be incredibly proactive and have a team of highly trained agents who are just as effective at spotting potential problem play as the platform they are using. If a customer is a little further along the road to developing problem play, then absolutely the human touch is needed. I know first-hand that some operators are doing really great things in this area, combining powerful technologies with highly trained staff to deliver the protections their players need.”
WS: “As mentioned earlier, the human element is slowly diminishing in the industry, as automation continues to grow in the space. However, when we are talking about problem gambling, I believe the human element is irreplaceable. These are sensitive situations and need to be treated as such, so retaining the personal touch for players facing these challenges is so important. This is not something I feel can be replicated when using AI intervention at this stage, however I do think there is scope for a hybrid approach to this. Leveraging the benefits that AI brings to real-time analysis of player behaviour and flagging of issues but ensuring that those players then receive direct interventions from trained professionals, providing personalised support and the level of reassurance and trust that comes from human interaction.”
How can AI not only help players gamble more responsibly but also enhance their overall casino or betting experience?
YS: “AI can tailor responsible gambling tools and content to individual preferences, which ultimately will encourage healthier gambling habits.
“For example, AI can suggest session limits, budget tracking tools, or cool-off periods based on a player’s behaviour patterns.
“Beyond responsible gambling, AI can offer personalized promotions, game recommendations and dynamic odds, creating a more engaging and enjoyable experience for players.
“AI is a win-win for operators because it can offer increased player protection while generating satisfaction among the playing community.”
MH: “Moving away from responsible gambling entirely, it can be used to deeply personalise the player experience. Remember, AI’s greatest capability is to learn from data and use that knowledge to carry out a range of activities from content recommendation to dropping the right bonus at exactly the right time. We are starting to see some operators revolutionise their game lobbies so that they only include games based on the player’s previous betting activity, with a few other recommendations thrown in the keep them trying games from different providers. For me, this is a really exciting area and one that Comparasino is looking at closely in terms of how we help players compare online casinos and bonuses and find the best matches for them.”
WS: “There are endless possibilities here, but I think a key opportunity with AI in this space is the use of it holistically, where operators are able to create a safe and engaging experience through customisation. Tailoring the product to individual players’ preferences and optimising gameplay to their habits can create an experience for players that is not only more engaging but also stays within the boundaries of the responsible gambling framework. The holistic use of AI can help create a gaming experience that is both supportive and immersive.”
How else do you believe AI will be able to help iGaming and sports betting operators in the future?
YS: “AI has huge potential. Moving beyond player protection, it can also be used to optimize business functions.
“It can streamline customer service through chatbots, detect and prevent fraudulent activities, and improve marketing by predicting player preferences.
“AI can enhance odds-making in sports betting and offer personalized in-play betting experiences based on real-time data analysis.”
MH: “The personalisation of online casino and sports betting experiences is broad in scope and goes way beyond content and bonuses. Operators, suppliers and affiliates will undoubtedly be looking at all aspects of the player journey and experience to identify areas where AI can make things easier, faster, safer and more fun.”
WS: “One of the more exciting developments for me is predictive analytics. Particularly in sports betting and sports in general, the wealth of data is at an all-time high. On top of this, AIdriven algorithms could provide players with real-time predictions and insights which really has two key benefits; it enhances players’ strategic gameplay while also promoting informed betting decisions, which lends itself to the importance of responsible gambling. The ability for operators to be able to provide an improved product through the continued emergence and incorporation of data-driven insights for players, while also continuing to foster a safer, more informed betting environment, should continue to build towards a more secure, but immersive experience for players.
“Aside from predictive analytics, I think there is also a huge opportunity for Customer Service to take a step forward by leveraging AI. If an operator is able to utilise AI analytics, in order to provide players with a measurable, personalised while also brand-orientated experience, it will provide them with another competitive advantage lever to pull on. As AI continues to grow in utilisation in the industry, maintaining that trust and reputation as an operator is becoming ever more essential, and I see this as a route to standing out in the market.”
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