Artificial intelligence technologies are playing, shall we say, a dangerous game with gambling platforms. They range from the use of predictive analytics to identifying serious problem gamers, to AI acting as responsible gaming itself.
AI systems crunch history, player data and weather data to forecast game outcomes more reliably than ever, and publish odds that are much more responsive and volatile than with the human handicappers.
Predictive Analytics
AI-driven analytics enhance quality of experiences for the gamblers through creation of efficient operational setups such as customer support, marketing methods and anti-fraud handling – including player support services, anti-fraud and anti-money laundering measures, and customer service operations – it also creates personalised gamble options, and dynamic odds via improved quality of environments for gamblers, real-time odds setups based on gambler’s interests and preferences.
Personalised gaming stimulates player loyalty and profits by immersing players deeper into the casino game. Lower player activity can be counteracted by means of campaigns centred around engagement – these might involve incentives such as free spins or giveaways of personalised characterised video slots.
Predictive analytics supports casinos in promoting responsible gaming by uncovering problem gambling patterns, helping to prevent addictive behaviours. By combining facial-recognition with behavioural analysis, predictive AI can discern self-certified problem gamblers, alert staff when control may be at risk, and prevent access to gaming areas at times they could lose control.
Odds Setting and Betting Patterns
Sophisticated AI-driven systems allow gamblers to build ‘systems’ that are a combination of probability and strategy. In itself, that’s great – betting systems that depend on probability and calculated moves have a better chance of success. But I’d be concerned, given his current approach, if he told me that an AI-led betting system would guarantee a win.
AI enables sports bettors to analyse historical data to find patterns that humans cannot notice, ultimately leading to better odds and better results when placing bets.
And players can be watched by the AI for signs of gambling addiction and provided with responsible gaming interventions, helping to ensure that casinos keep customers safe, and run a more efficient and profitable business. All of this, though, requires strong regulatory frameworks that keep these technologies in the control of governments and their citizens – not the other way around.
Personalization
AI-powered predictive analytics and personalisation algorithms allow the casino operators to offer players individualised gaming experiences that are more engaging and enjoyable, encouraging them to return for more.
It lends itself to the creation of betting strategies that can exploit player trends and can even weigh odds in real time, as well as finding which games feature low traffic and keep your requirements down, or where you can maximise revenue.
For example, if a player has just lost money, an algorithm can arrange a free spin or two bonus rounds to entice and strengthen them into staying loyal. It can also spot gambling problems right away by detecting behavioural patterns, and operators can then use responsible gaming messaging to remind players of their limits or to self-exclude permanently.
Fraud Detection
AI systems can give gambling companies real-time insights on customer interactions that would boost engagements and return on investment (ROI), such as: if a player’s gaming activity dips too much, a retention campaign can alert this player, with tailored bonus or support services, to recover retention rates.
Machine learning can also be used to make it harder for fraud to take place. Online gambling firms can automate KYC processes, while also locating and tracking fraudulent betting behaviour to minimise the potential of trafficking by locking fraudsters out of the system. Operators of online gaming can provide a secure playground for customers to enjoy in the knowledge that their funds are securely protected.
As AI becomes part of the gambling offering, the industry must ensure it leads with innovation but with responsibility, and the only way to successfully do this is for regulators, technology providers and operators to work together in creating standards that support and enable such responsible AI integration into gambling operations.
Responsible Gaming
AI could observe players’ movements and preferences to enable completely personalised gaming experiences that lead to greater engagement, for example, tailored game recommendations, rewards and promotions that are relevant to individual players, not massive ‘spray and pray’ communications likely to irritate players who have different needs and preferences.
Furthermore, AI could improve sportsbooks through betting offers – simply by analysing data and using sequences of increasingly complicated formulas to calculate odds more accurately over time – taking into account, for instance, the performance of the teams involved, the weather conditions, team injuries, and more; all of which allows real-time updates, adding to the excitement and anticipation and that thrilling moment when bettors start enjoying in the real-time odds, seeing them change as often as the match itself!
Responsible gambling is another major market for OCG, drawing on AI-powered predictive analytics to identify potentially problematic behaviour. This can trigger interventions, including, for example, limits on the amount one can deposit or bet, or ‘self-exclusion’ for gamblers at risk. Here, OCG is used to protect gamblers from alienating themselves from the rest of society; it is also used, however, to identify bad actors to shut down those who may be attempting to commit nursing fraud, or plastic money fraud, or cheat the system in some way.