The influence of Artificial Intelligence (AI) on gambling is beginning to make its presence felt. The role played by Artificial Intelligence in increasing casino revenues, in online gambling customer support, in casino marketing or in the successful application of the principles of responsible gaming will make AI a mandatory investment in the years to come among offline and online gambling operators.
Gaming companies collect massive amounts of data on their customers — everything from how and where they play to what amenities they enjoy. Today’s gaming companies need to leverage this wealth of information to provide value to their customers and drive both return on investment and brand loyalty. This is where AI come in.
What is AI (artificial intelligence)
Artificial intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. The term may also be applied to any machine that exhibits traits associated with a human mind such as learning and problem-solving. The ideal characteristic of artificial intelligence is its ability to rationalize and take actions that have the best chance of achieving a specific goal. A subset of artificial intelligence is machine learning, which refers to the concept that computer programs can automatically learn from and adapt to new data without being assisted by humans. Deep learning techniques enable this automatic learning through the absorption of huge amounts of unstructured data such as text, images, or video. 1
Analysis of casino data should increase their revenue
An elementary point in the analysis of the influence of artificial intelligence on gambling is the analysis of players’ behavior for years and decades. Players’ habits have been evaluated for many years in land-based casinos. Among the oldest tools used by live casinos casino floors in this regard were (and are) loyalty cards and programs in combination with computerized database systems. Through them, casinos try to find out more about the behavior of their customers, such as: why does the customer select certain games, change games, or stop playing?
By analyzing this data, casinos can identify certain trends. For example, casinos can deduce which elements of a game increase the popularity of a game or how the layout of the tables in the game room influences the selection of players. Suppliers collect and analyze data to keep players at the game table (slot machine) in the long run and to maximize profits. Not only casinos benefit from this data, but also their customers, because players can benefit from the advantages of a personalized gaming experience or more generous promotional offers.
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AI support in online gambling has become a habit
The support possibilities offered by artificial intelligence on online gambling sites are much greater. And this is not the case for a small number of players (such as those mentioned earlier, who use loyalty programs), but for all players. The activities of online casino customers can be tracked and analyzed based on their user accounts. In the future, there will be even better usability, as online gamblers can enter the casino virtually. The environment of the online casino is customized to each customer’s particular needs. The system knows your favorite games and makes them easily accessible with a single click. Compared to a landbased casino, the online casino wins in terms of comfort, accessibility and familiarity.
Artificial Intelligence is a marketing tool
Whether we are talking about offline or online, AI provides huge amounts of information for marketing departments that must be used effectively in companies’ marketing operations. The analyst of this data will tell the marketer when is the right time to undertake a certain marketing action, to whom he will address with his offers (which is the target audience), how long should the marketing campaign last, how much money to spend on that campaign and what revenue is expected to be earned. If in the past the big problem of marketing departments was the poverty of information, they were difficult to obtain, with effort, nowadays marketing has another problem – it gets an enormous amount of information/data from the customer’s knowledge and must find the best way to select and use that information that will help the company the most in its relationship with its customer.
Artificial Intelligence offers great customer support
Improving the customer’s gaming experience is a major goal of gambling operators, and AI offers many beneficial things in this regard. An improvement in the gaming experience without AI support will be virtually impossible in the future. Man works best with patterns and absolutely everything around him goes through the brain’s need to create patterns out of anything, and this is what Artificial Intelligence does, that’s what it does, it gives the brain what it wants: patterns. Soon no business that wants to be successful in this entertainment industry, such as gambling, will be able to operate without the involvement of Artificial Intelligence in the business. The need to know everything about the customer and to improve their experience, to give more value to the time lost at your casino (offline or online, it doesn’t matter) will make the difference between you and the competition. Specifically, AI will be used in the company’s actions to recommend a certain game, for example, or to capitalize more successfully (keeping the customer connected in the room or in front of the device) the bonuses or promotions offered by gambling operators.
By using Artificial Intelligence you can reduce direct costs with employees
The implementation of AI within the casino will also bring substantial savings to the budget for salaries and related fees. After implementing AI in your operations you will be able to do with a small number of employees the same work that you used to do with several. It is best to do this gradually so that you can relocate the workforce to other needs of the company, and if you start a new company, think from the start to invest in AI and in this way you will streamline all costs, including labor.
Responsible gambling is made easier by Artificial Intelligence
AI provides important solutions to prevent gambling problems. With Artificial Intelligence you can more easily track the game frequency and the winnings received by the players and you can intervene more easily as an organizer to set limits. This way AI notifies you when a player is too often exposed to games with too high volatility and can offer you recommendations for customizing pathological game prevention measures and thus reduce the exposure of a particular player at risk and thus fully contribute to the Responsible Gambling action plan.
AI also proactively provides support in this regard. Identify players with problematic gambling habits in advance. For example, customers can be called, during the call the customer receives information about his spending on gambling and discusses the need to change his behavior. This is often done either by reducing the time spent on the game or by limiting the customer’s maximum bet.
As you can see, Artificial Intelligence has become a tool of paramount importance to the gaming industry, and its widespread use is only a matter of time.
analyticsinsight.net, datarobot.com, aitrends.com