THE PRESENT AND THE FUTURE OF igaming

THE PRESENT AND THE FUTURE OF igaming

Contents 1. Introduction 2. Aspects of AI in the igaming Industry 2.1 Personalization through data acquisition and analytics 2.2 AI as the core tool for an optimal Omnichannel 2.3 AI in the Prevention of Gambling Addiction 2.4 AI in Risk Management 3. Insight 4. The Future is AI 5. About the author

1. Introduction Artificial Intelligence has taken the world by stride. What until only recently was considered mainly as a buzzphrase, has shaken up the whole business community, with virtually every industry trying to figure out how to best apply the latest advances in the field of Artificial Intelligence and its use when it comes to data analysis. AI has been around for some time now, with its applications already being tried in various fields such as healthcare, video gaming, automotive, and finance. The gambling industry is no exception, and during the years has claimed a forefront role in the implementation of Artificial Intelligence at the core of their business models. Read BtoBet s latest Industry Report for a deeper insight as to how AI could benefit the industry and the player

2. Aspects of AI in the igaming Industry Ever since their invention Artificial Intelligence (AI) and Machine Learning have played an integral role in the evolution of the technology that we see today. Artificial Intelligence nowadays is used in almost every aspect that has to do with the processing and assimilation of data. 2.1. Personalization through data acquisition and analytics The igaming industry has for some time now been analyzing the player s bahviour. Just like the retail side of the business has for years studied players attitudes, with land-based casinos basing their layout on the understanding of these behaviours for better player retention, the digital side of the business has been given the same treatment. Data assimilated through the combined process of Artificial Intelligence and machine learning create a databank which enable operators to not only know their players needs, but also anticipate their tendences, whilst also permitting them to figure out what constitute those elements that make them play, quit or change games. Thus in an industry that is based on statistics and mathematical probability it comes as no surprise that for the operators tapping into each player s personal information will eventually be a huge benefit in terms of personalizing the content offered to that particular player. In recent years Artificial Intelligence has evolved as a tool that enables operators to make the best decisions when it comes to the management, acquisition and retention of the players. The possibility to anticipate a player s tendencies or desires by suggesting, through data compiled by the use of AI, guarantees that the player will eventually return to the same operators time and again, thus proving to be an essential tool in terms of player retention. Basing their decisions on such player profiling, the operators can ultimately drive a tailored marketing campaign, propose tailormade offers, and focus more on the player experience. Through sophisticated algorithms operators can track players behaviours, whilst at the same time filtering and providing players with the most suitable suggestions in terms of game, and bets. In this regard, and it is here that AI essentially plays a fundamental role, it is crucial that the suggested events are not casually chosen by the system, but specifically recommended through technological engines based on the acquired player data. 2.2. AI as the core tool for an optimal Omnichannel The process of AI integration in the gambling industry does not preclude its implementation also on the retail side of the business, with the cashier assisted bets system also enabling player data collection from the shops themselves. Thus Artificial Intelligence is fundamental to place the player s preferences at the core of the operator s activities, be it retail or online, with operators presenting customised offers, and essentially a unique experience to their customers. AI s use to formulate multi-channel offers: 1. Collecting data from players/bettors when he is on the site (such as his age, his preferred teams, his preferred bets and events, etc.) 2. Collecting data also in shops through the cashier assisted bets system 3. Analysing the data and player behaviours and categorizing players by their similarities 4. Automating offers that are tailored to the interests of each individual player segment

2. An omnichannel setup with Artificial Intelligence at the core of its operations also allows operators to generate additional Aspects of AI in the revenues. Offers and suggestions are filtered accordingly through the databank of information that the system would igaming Industry have generated by analysing the player s behaviour whether through the mobile, desktop or retail channel thus providing the player with a more holistic betting experience. Additionally, the Omnichannel solution creates a crosschannel experience for the users that allows the operator to avoid losing track of all the activities of the player, as they move between channels. 2.3. AI in the Prevention of Gambling Addiction The gambling industry has been a source of controversy for many years. However recent years has seen the industry adopting Artificial Intelligence not only in respect of its commercial aspect, but also when it comes to problem gaming. Coupled with providing better insights on odds, AI has risen as a main means to fight the issues around gambling addiction. Complex algorithms have made it possible to analyse and identify critical factors common amongst gamblers who are at risk of addiction. The advent of this disruptive technology has permitted the community as a whole to be in a position to provide help before the addiction reaches a critical threshold. AI through player data acquisition is capable of modelling player behaviours and continue to monitor this behaviour over time. Through this ongoing process of assimilation of data the system will be able to ascertain if a player is developing problem gambling habits. Several critical factors have been identified by past research into gambling addition, such as: the amount problem gamblers stake, the time they play for, and how they deposit money. However, it must be said that even through the use of AI there is no certain method of detecting problem gambling habits. 2.4. AI in Risk Management In terms of risk management Artificial Intelligence is a crucial asset. It permits the system to automatically identify any potential fraudelent activity, take the necessary action, whilst also advising the operator. Its role is of the essence as it guarantees a totally secure management process. Artificial Intelligence permits an anti-fraud system to independently analyse the player s activity, and automatically identify any abnormalities in his behaviour that may be the result of deceptive activity. All this process is implemented in a fraud point system scenario, with the player dynamically segmented according to his behaviour, inheriting the limits set by his previous actions, whilst permitting the operator to define different measures to be applied accordingly to these varying behaviours. Specific tools, can also permit operators to keep track of the transaction data and manage it by reviewing the analytics. Benefits of AI in terms of risk management: immediately respond to fraud with timely and relevant actions prevent monetary loss due to fraud Additionally, through a player similarity process, AI makes it is possible to reduce the scams generated by false accounts with the aim of cheating the operator. Registering of the same person with multiple accounts is controlled by an algorithm to determine the similarity among multiple player accounts. The system will identify the similar accounts and will provide a separate preview for the administrator to be able to review and decide on whether to deactivate the duplicate account/s.

3. Insight We meet BtoBet s Chairman Alessandro Fried and converse on why the igaming Industry is endorsing and becoming ever more reliant on Artificial Intelligence WHY IS AI SO IMPORTANT FOR THE INDUSTRY? It comes without saying that Artificial Intelligence is a fundamental tool in the igaming industry, with operators relying heavily on AI to analyze data, predict outcomes and manage their day to day operations. What makes this scenario more attractive is that it is managed across all channels of their business, thus providing operators with the opportunity to analyse the behaviour of their players and act accordingly by providing cross-channel marketing solutions. In terms of an omnichannel scenario AI is the key for operators to deliver the right product at the ideal time for every single customer by studying their past behavior and aggregating players with similar gaming habits. This unique ability to anticipate the player s desires triggers the players interest extending users life cycle increasing wagering activity having a positive effect on both the players and the operators. HOW DOES AI ENHANCE THE PLAYER EXPERIENCE? The real innovations when it comes to Artificial Intelligence is the customizability of the product that operators eventually provide to their players. Through the assimilation of a huge quantity of data, operators get to know their players in a more direct way. They will get to know their players preferences, and based on this data they can eventually inform them of any future offers that may be of particular interest to them. All in all, they will not only be gaining their attention but ultimately their trust and loyalty to their brand. Let s take sportsbetting as an example. Players are provided with an infinite variety of events on which they could place their bets. However not all sporting events are of interest to all players. Thus the Recommendation Engine, working alongside the Artificial Intelligence program, will sift all the events and present the player with those that are of major interest to him. These events are not presented randomly, but through a complex assimilation of all the data at hand regarding every individual player. HOW CAN AI BE BENEFICIAL IN TERMS OF ATTRACTING PLAYERS? One has to keep in mind that the whole industry must constantly evolve and keep pace with the evolution of the player, who nowadays is ever more demanding and techsavvy. One must also consider the aspect that a huge chunk of gamblers are millennials who love to be treated in a unique manner, receiving dedicated offers, and are not particularly attached to only one particular brand. Without the advent of Artificial Intelligence operators would not be able to adapt their content on an individual level and thus appeal to all the players. Let alone implementing automatic cross-selling strategies on all different channels retail, online and mobile. And with players constantly shifting from the retail side of the business to the online and mobile, operators are continuously pushed further to deliver the best betting/gaming experience possible, through a totally personalised front-end, to any single player. This wouldn t be possible without the introduction of such a disruptive technology.

4. The Future is AI It comes as no secret that Artificial Intelligence is casting waves of disruption in a variety of industries and sectors, and even though AI as a concept has been around for years businesses are still scrambling to understand the technology and how to best apply it in their activities. In terms of the igaming industry, Artificial Intelligence is here to stay. Not only can operators increase the reach and popularity of online gambling through the integration of AI, but it could serve as a tool which would in turn guarantee better gambling opportunities portunities for the players themselves. The main question that industry experts are posing to themselves is what to expect in the years to come as the technology keeps evolving.

5. About the author is a full technological, award-winning partner that is able to assist operators in the fast paced igaming industry whilst taking into consideration both local and global aspects. It has been awarded as the best innovator and provide in 2017 for the international gaming and betting sector, with its independent platforms namely Neuron Sports and Neuron Gaming raising the bar in the industry. BtoBet boasts of a highly qualified dedicated development team, which is always up to date and has daily support management. With its platforms already fully compliant in regulated markets in Europe, Africa, and Latin America, BtoBet offers the opportunity for operators to personalise the sports betting and igaming business, both online and land-based.

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