Artificial intelligence has quickly become one of the most widely discussed — yet often vaguely defined — technologies within the casino gaming sector.

Across the supplier ecosystem, AI is increasingly being positioned as a catalyst for change. From game development and personalised player experiences to operational optimisation and deeper player insights, the technology is frequently presented as a transformative force.

However, as interest in AI grows, so does the need to distinguish genuine innovation from marketing buzzwords. With insights from industry professionals, this discussion explores how AI is currently being used in practical, real-world scenarios, where it delivers measurable benefits for operators, and where expectations may still exceed reality.

Rather than focusing on speculative possibilities, the conversation centres on deployable solutions that are already in use today, the commercial and regulatory factors influencing adoption, and the responsibility suppliers have when communicating the capabilities of AI-driven technologies.

As operators become more selective when evaluating AI-based solutions, the discussion also looks ahead to the next 12–24 months, examining which AI applications may soon become essential for casino suppliers and what meaningful success with AI in gaming could realistically look like.

What Actually Counts as AI in Casino Gaming?

Artificial intelligence is now embedded throughout industry marketing, but the term is often applied broadly. In practical terms, what qualifies as a genuine AI application in casino gaming today — and where might the label be stretched too far?

According to Andreas Koeberl, CEO at BetGames, the industry still has considerable ground to cover.

He notes that while AI was frequently mentioned at industry events such as ICE, there were relatively few genuinely new developments presented. In comparison to other areas of gaming technology outside the iGaming sector, the casino industry remains behind the curve.

Koeberl points out that BetGames’ Casino Designer platform stood out as one of the few solutions showcasing meaningful AI-driven functionality. While some AI elements are already used during game development processes, broader innovation within the sector remains limited.

Sam Depoortere, Chief Product Officer at OpenBet, highlights that AI has already moved beyond theoretical discussions in sports betting and is now supporting real operational processes.

However, he also notes that the term is sometimes applied too loosely. Traditional machine learning models are often described as AI, even though true AI involves more advanced capabilities such as reasoning systems, autonomous task execution, and natural language processing — particularly through large language models and agent-based frameworks.

At OpenBet, this includes tools such as generative responsible gaming assistants and workflow automation systems that provide contextual insights and more intelligent decision-making support.

Meanwhile, Bjørnar Heggernes, Chief Commercial Officer at The Mill Adventure, believes AI provides the greatest value when it eliminates repetitive or time-consuming tasks.

By reducing procedural work, teams can focus on more meaningful activities such as creativity, strategic thinking, and deeper analysis. AI also enables operators to better interpret the large volumes of performance data they collect.

However, Heggernes cautions that AI is sometimes overstated when it comes to game design and content production. Producing more games faster does not necessarily translate into higher player engagement, and marketing efforts alone cannot guarantee growth.

Practical AI Tools Already Used by Operators

Many AI-driven solutions that deliver tangible benefits are already being used today, particularly in backend systems.

Koeberl explains that the most practical AI tools currently focus on CRM systems, player segmentation, behavioural analytics, and automated decision-making processes. These technologies help operators personalise player engagement, refine retention strategies, and streamline internal workflows.

While experimental front-end concepts such as AI-generated presenters have been explored, real-world testing has shown limited commercial impact so far.

Depoortere also points to a range of AI solutions already available to operators. For example, OpenBet’s Neccton platform uses machine learning to analyse player behaviour in real time and identify potential risk indicators related to responsible gaming.

The latest version incorporates generative AI features that enhance analysis capabilities and provide support teams with clearer, more actionable insights.

AI is also improving trading accuracy, strengthening pricing models, and enhancing risk management processes in sports betting environments.

Beyond player-facing applications, AI is increasingly used internally to improve reporting, accelerate product development, and simplify operational processes.

Heggernes adds that one of the most widely adopted AI applications today is actually content creation. Tools such as ChatGPT, Claude, and Copilot allow teams to generate ideas, structure content, and optimise messaging far more efficiently.

These tools have become integrated into everyday workflows across many organisations, though he stresses that proper training is necessary to ensure they are used effectively.

Additional areas seeing meaningful progress include AI-powered customer support tools, business intelligence platforms capable of generating reports via prompts, and AI-assisted design tools for creating websites and product concepts.

Where AI Is Delivering Real Value

When evaluating the value of AI, operators are increasingly focusing on measurable outcomes such as operational efficiency, scalability, player engagement, and content optimisation.

Heggernes highlights the example of SmartLobbies, a system that automates casino lobby management while delivering personalised game recommendations to players.

Instead of manually managing game placement each day, the system dynamically promotes relevant titles based on behavioural data and performance metrics.

This approach reduces operational workload for casino teams while helping players discover games that better match their preferences. The result is longer playing sessions, improved game visibility, and more efficient content management.

Depoortere notes that AI is also improving efficiency across multiple operational areas. Automation reduces the need for manual reporting and routine data analysis, allowing specialists to focus on strategic work.

AI technologies are also helping operators scale operations through shared APIs that integrate trading, risk management, and compliance processes.

Responsible gaming tools powered by AI can identify potentially harmful player behaviour earlier, improving regulatory outcomes while supporting long-term customer retention.

Koeberl adds that the clearest benefits of AI currently lie in operational optimisation. Machine learning models help analyse large datasets more quickly, enabling predictive insights and improved decision-making.

Automation can also reduce manual workloads across marketing, production, and back-office processes, allowing teams to increase output without expanding headcount.

However, he emphasises that successful AI adoption requires clear objectives. Many AI projects fail because organisations attempt to implement the technology without clearly defining the problems they want to solve.

Ensuring Responsible and Transparent AI Use

As AI enables greater automation and personalisation, maintaining transparency and regulatory compliance remains a critical priority.

Heggernes stresses that any AI solution must operate within strict regulatory frameworks. AI can support responsible gaming initiatives by identifying risk patterns, monitoring player behaviour, and detecting potential fraud.

However, automated systems should always complement — not replace — human oversight. Clear escalation processes, manual review procedures, and transparent reporting remain essential components of responsible AI deployment.

Depoortere agrees that governance and oversight are key. AI systems must operate within structured governance frameworks that ensure accountability and transparency.

OpenBet has established a multidisciplinary AI ethics committee responsible for reviewing model behaviour, compliance considerations, and potential operational risks.

Koeberl also notes that organisations must fully understand their data flows and operational safeguards before deploying AI technologies.

While AI models can sometimes operate as “black boxes,” human decision-makers must always retain ultimate control.

What Will Define the Next Stage of AI in Casino Gaming?

Looking ahead, several AI applications are likely to move from competitive advantages to baseline expectations across the industry.

Koeberl identifies two major areas of development: increased automation within game production processes and the emergence of entirely new game formats that rely on AI technologies.

Depoortere predicts that AI-driven player protection tools and automated trading adjustments will soon become standard features for casino suppliers.

Once these capabilities become widespread, the key differentiator will be the depth of integration within supplier ecosystems.

Rather than offering isolated AI tools, leading suppliers will create interconnected systems where trading, risk management, compliance, and product development operate within a unified AI framework.

Heggernes believes that the ability to translate complex data into clear insights will become increasingly important.

As AI-powered analytics become standard, suppliers who can turn large volumes of data into personalised, actionable recommendations for operators will ultimately stand out.

BetGames experiment shows most players didn’t recognise AI game show presenters

BetGames has shared the results of an internal experiment exploring the use of AI-generated presenters in live game shows. During the test, human hosts were temporarily replaced with digital replicas, with the majority of players failing to notice the change.

The trial was conducted across several days on one of BetGames’ live game show products. AI avatars were designed as digital versions of real presenters and introduced without any announcement to players in order to measure their impact on user behaviour and engagement.

According to the findings, more than 70% of players did not realise the presenter had been replaced by an AI-generated avatar. At the same time, key performance indicators remained largely unchanged throughout the test. Metrics such as session duration, average stake size and number of bets placed showed no significant variation.

The results suggest that while AI presenters are technically capable of performing the role of live hosts, they currently do not deliver a measurable improvement in player experience or commercial performance. As a result, BetGames concluded that there is no strong business case at present to widely implement AI presenters in live gaming environments.

Cost efficiency is often cited as a key motivation for adopting AI technologies, but BetGames noted that operating AI avatars around the clock still requires considerable resources. At this stage, maintaining AI-generated hosts on a 24/7 basis does not provide meaningful cost advantages compared to employing human presenters.

The company also pointed to several technological limitations that still need to be addressed. Among the most notable challenges are generating natural-sounding text-to-speech voices, synchronising lip movements with dialogue, managing latency, and ensuring accurate real-time translations.

BetGames continues to explore the potential of artificial intelligence as part of its broader innovation strategy. The initiative is led by CEO Andreas Koeberl, who is also a co-founder of Autonomous Minds, the company behind the AI analyst Milo.

Commenting on the experiment, Koeberl said the test highlighted an important question about the future role of AI in live gaming.

“When it comes to AI presenters, we built it, it worked, and nobody cared,” he said. “That raises the question of what we are actually working toward. Rather than simply replacing humans, the real opportunity for AI lies in creating new possibilities that did not exist before.

Technology Leadership Driven by Real Value

At BetGames, technology decisions are guided by one simple principle: long-term value matters more than short-term trends.

Led by CTO Maciej Smolarek, our engineering approach is commercially grounded and partner-focused. Operator feedback isn’t treated as a distraction — it’s seen as a valuable signal that helps shape scalable products, strengthen partnerships, and unlock opportunities that benefit the wider market.

We believe strong technology starts with clarity and discipline: clear APIs, predictable integrations, and systems built to scale in regulated environments. Compliance is not a blocker — it’s a framework that enables speed, stability, and trust.

Looking ahead, we see real-time personalisation as one of the most powerful drivers of engagement and performance in interactive gaming. Applied responsibly, it can significantly improve player experience, retention, and commercial outcomes — while remaining transparent and compliant.

Behind every product is a team empowered to challenge assumptions, think critically, and deliver. This is how we build technology that supports our partners today and evolves with the industry tomorrow.

Market saturation is fuelling product innovation at an unprecedented rate. Suppliers are under intense pressure to stand out, resulting in a surge of new trends emerging across the industry. From the rise of crash games to a surging demand for sequels and social-first experiences, the future of product development is being shaped by a fusion of familiarity and community-driven gameplay.

Following the launch of BetGames’ crash sequel, Skyward Deluxe, we spoke exclusively with Head of Product, Adam Lahouiri, to explore the strategies being implemented by studios to remain relevant in the fast-evolving sector.

As competition intensifies, studios are increasingly opting to evolve proven concepts into game franchises. What is driving this strategy?

All our decisions are driven by data. When the numbers on a proven concept look as strong as they do with the original Skyward, it would be a mistake not to build on that success. Iterating on proven titles is nothing new to the industry – what’s changed is the precision we now have with data segmentation. While we often group players by play style, the truth is that every player is unique. Sequels enable us to expand on the original experience with features that resonate differently with various audiences. One version may appeal to risk-takers, another to social players – but the important point is that no one misses out on the fun.

Why is it important to maintain a balance between sequel familiarity and gameplay upgrades, and how do you ensure you give players sufficient reason to move away from the original?

Familiarity is the gateway, the easy entry to the game for players who have played other versions of the same title. It’s an easy way to get understanding and know-how of certain features from a big group of players straight away. Skyward Deluxe offers the same gameplay and max multiplier as the original. The new features, such as our Community Jackpot, will appear at random times, and our Sky Drops, which are free bets that drop for players to claim, will also occur randomly while playing. The game’s Leaderboard tool is very easy to understand, and points are accumulated for each multiplier that is cashed out. So again, users just have to play the familiar game as normal, but get a whole host of extra features without breaking up that familiar gameplay.

In the digital age, more players than ever before are seeking social-first experiences. What social elements are the most successful when it comes to driving engagement?

Social features are no longer a nice-to-have – they’re becoming central to the player journey. Our Community Jackpot builds a sense of shared success by rewarding all participating players equally when it hits. The Leaderboard drives competition, while the Live Chat gives players a platform to celebrate, share strategies, or simply gloat about a big win. These mechanics turn what could be a solitary game into a shared experience, and that sense of community is what keeps players coming back.

Gamification elements are blurring the lines between iGaming and traditional video games. How and why do features such as leaderboards boost game interaction?

Leaderboards tap into the universal desire for achievement and recognition, giving players a reason to chase bigger multipliers and bragging rights – not just wins. But that’s only part of the picture. With our Hero tool, which is a separate tool but also integrates with Skyward Deluxe, we expand gamification through challenges, tournaments, and a shop where players can redeem prizes. Together, these features create ongoing goals and progression, keeping players engaged far beyond a single session.

Crash games continue to soar in popularity. Why do you think this is, and what is the next step in the evolution of the genre?

Crash games are fast, simple, and community-driven – the perfect blend for today’s digital audience. They offer quick thrills, autonomy in decision-making, and strong social hooks. The genre is still in its infancy, which means there’s a huge runway for innovation ahead. At BetGames, our ambition is to lead that evolution, taking crash beyond its current boundaries. Put simply: the sky isn’t the limit.