Artificial intelligence is an ever-present topic in the gaming industry and this is no different for the suppliers of self-service solutions for igaming.
In a recent SBC Webinar, titled ‘Cracking the self-service code in igaming’, experts in the sector explored how the technology can enhance an operator’s customer services facility, responsible gaming tools and fraud prevention capabilities.
Dani Milkova, CEO of Rakia Media, suggested that AI can be the missing link between CRM and player experience because it can tie specific actions to a player’s unique preferences and habits in real time.
“We’ve worked with standard segmentation for years and this is a whole new ball game,” she explained.
“This is not how we’ve done it before. I think it’s amazing all those types of real-time suggestions for your favourite player, your favourite slot game or a sportsbook event that is tailored to your own historical behaviours.
“I think it’s something that we’re going to expect in the next few years. This type of personalisation will also bring VIP management to another level because everyone will be getting VIP treatment as we know everything about those players.”
The host of the webinar, Com100’s VP of Partnerships, Phil Chatterton, also noted that across industries customers are becoming more used to communicating with chatbots that are powered by generative AI.
Additionally, younger player demographics value the “speed and efficiency” of chatbots over the human interaction offered by traditional customer service channels.
The focus of the panel then turned to responsible gaming, a topic that is often at the forefront of the minds of regulators and operators alike.
Jonathan Michaels, Former VP of Strategic Alliances at the American Gaming Association, spoke about the potential ways that AI could be used to help promote appropriate responsible gambling tools for customers.
Michaels used the example of Massachusetts, where 2.5% of players have utilised deposit limit features. He suggested that operators could use AI to analyse the spending of players and actively suggest deposit limit amounts to customers.
Building on this point further, Milkova added that AI can be used to keep track of regulatory changes for operators that are present in multiple jurisdictions.
She said: “I believe that we will see the fastest adoption of AI in early fraud detection, AML and compliance checks. I believe that those three points are going to be very important for operators.
“When you are operating in [multiple] markets you will need some AI-powered systems to monitor changes in real-time, keeping you up to date with all of these changes. Generative AI can be scanning documents and industry news to generate reports for operators.”
Also discussed during the session was the cost-cutting benefits of adopting AI chatbots for smaller operators, with a particular focus on its ability to allow them to scale systems fast whilst maintaining a smaller team.
Additionally, the challenges of implementing AI solutions and the rise of new communication channels among younger audiences were also on the agenda.
You can register to watch the full webinar here.
