On the latest episode of iGaming Daily, James Ross, SBC’s Multimedia Editor, was joined by Optimove’s VP of Revenue, Motti Colman, to explore the future trends in the use of AI in igaming.

When considering how AI can be used to improve marketing, Colman explained that machine learning capabilities can be deployed to improve player segmentation.

He said: “What AI allows us to do on behalf of the customer is to actually make suggestions to the CRM team to say, here’s an interesting group of players, have you thought about segmenting the customer [by] looking at the number of deposits they make in a week.

“The reason that we’ll make that suggestion is because we will run an analysis that says all your customers that are depositing over three and a half times a week have a risk of churn of 8% and for all your customers that are depositing under three and a half times have a risk of churn of 40%. 

“By making these recommendations to the marketing manager, they can actually focus and target their marketing plan based around key factors in the player journey.”

Elsewhere, Colman added that AI has facilitated the rise of the “positionless marketer” by giving individuals the ability to do “multiple jobs at the same time”.

“They can create templates very quickly, they can write a prompt into ChatGPT that says, [for example], please write an email that is for Ascot this weekend,” he explained.

“This idea of a positionless marketer is a nice vision because it allows employees to be more than the silo that they’ve been given. It’s the capability of being able to achieve what has to be done by smart tooling that shortens the time to value.”

Looking ahead to how AI can be utilised throughout betting and gaming in 2025, Colman suggested that the technology could be used to improve personalisation in sports betting through bet recommendations.

He said: “I think bet recommendations can be really fascinating. I think that the world of betting has so many different options for an individual customer that it can be quite overwhelming, especially for some of the more junior people starting out their time having a bet.

“I’m hoping bet recommendation becomes the place that AI really drives personalisation.”

Additionally, according to Colman, AI has the potential to be used for responsible gaming measures through the development of player identification tools that attempt to predict where problem gambling will occur.