This month’s news feature brings the subject of AI in iGaming into the spotlight. Is AI truly revolutionising the industry, or is its impact overstated? Are brands fully embracing AI, or does scepticism still hold sway? Today, industry leaders share their thoughts and opinions…
Few topics in iGaming generate as much discussion—and division—as artificial intelligence (AI). Touted as a game-changer capable of redefining player engagement, fraud detection, and operational efficiency, AI’s influence is impossible to ignore. Yet, beneath the buzz, critical questions remain: Is AI truly revolutionising the industry, or is its impact overstated? Are brands fully embracing AI, or does skepticism still hold sway?
In this news feature, iGaming News invites the industry’s leading voices to weigh in on the evolving role of AI. We explore how key players have integrated AI into their platforms (or why they haven’t), the tangible benefits being realised, and the challenges that still hinder widespread adoption. From personalised gaming experiences to predictive analytics and responsible gambling measures, we examine whether AI is shaping the future of iGaming or remains more hype than reality.
Niclas de Faire, Chief Operating Officer at Thunderkick
“AI, with ChatGPT at the helm, stormed into our collective consciousness about two years ago with great promise and a lot of hype. Many held that human labour was to become fully and utterly obsolete by the time I’m writing this in March of 2025.
Now, that has not quite come to pass, and there seems to be a general sobering up of expectations at this point, but we can’t deny the great potential AI holds. We at Thunderkick have embraced and invested in it at every level of the organisation. However, we still employ humans – humans who are more productive than before. While AI cannot code entire games for us, developers can tap into its power to write code faster. While AI cannot produce production-ready graphics, artists can utilise it for concepts and inspiration. While AI can’t manage entire projects, it can help project managers with flowcharts, planning, and all those Excel and Jira shenanigans they’re so fond of. We do not see it as something that will replace us, but rather as another tool to help us stay brilliant. It’s a powerful tool that needs to harnessed, and we see it improving rapidly.
Someday, maybe it will free mankind from having to work, but we’re not there at this point in time. We haven’t reached Utopia just yet, but we can glimpse its shining shores.”
Aleksandra Mouton, CEO at Amarix
“AI is already revolutionising iGaming, far beyond streamlining operations. While its initial role focuses on automating routine tasks through AI agents, the true shift will come as AI reasoning advances. Soon, AI will no longer only be an assistive tool with human oversight – it will take on decision-making roles, redefining the industry’s core functions.
At the same time, iGaming is moving toward a new era of transparency and regulation. Outdated frameworks need to evolve to accommodate innovation. The first major shift will be the recognition of cryptographic verification (Provably Fair) as the gold standard for game fairness, replacing reliance on traditional RNG certification. The adoption of ISO compliance as a baseline will level the playing field, separating true innovators from fleeting opportunists. Beyond compliance, we are on the brink of unexpected cross-industry collaborations that will reshape entertainment itself. Streaming and betting, live gaming and games of chance – these hybrid experiences will define the next wave of iGaming. The next generation of players demands more than iteration; they seek transformation. And it won’t just be marketing teams driving change – engineers and visionaries will push the boundaries, unlocking possibilities we’ve yet to imagine.”
Tove Nilsson, Marketing & Event Coordinator at Cubeia
“At Cubeia, we firmly believe AI is a truly transformative innovation. To me, AI has become an invaluable colleague. It’s not just a tool; it’s a source of inspiration, offering fresh perspectives and sparking new ideas. Whether I’m brainstorming campaign concepts or exploring alternative angles, AI helps me see things differently, pushing my creativity further. From a company-wide standpoint, we’re leveraging AI across all relevant areas of our business to enhance our product and drive its development.”
Mark O’Donnell, Head of Marketing at LuckyStreak
“The impact of AI is undeniable. We’re seeing it already, in business and our everyday lives, and it will only increase.
In gaming, it will also be so, if not more so. We’re an entertainment medium, it’s about audio-visual and sensory stimulation. AI will enhance that and will be a competitive battleground and a route to differentiation.
Uses are many and the key thing is how you leverage it, and also how you don’t.
In live dealer, we at LuckyStreak are outspoken about the importance of real live dealers being the crucial component. That authentic, human, real-time element cannot be replaced by mechanical dealers or AI. That would just be something completely different.
I also see it as a powerful tool for personalization. By analyzing player behavior, we can recommend games, adapt the UI, and offer promotions and challenges that are bespoke for each user, tailoring the entire player experience without them even realizing. How engaging could that be?
And behind the scenes, AI has a key role to play.
For example, applying predictive models to optimize infrastructure performance. We’re developing systems that enable our platform to anticipate and adjust to traffic spikes in real time, rather than acting when it’s already happening. Meaning better performance, a smoother player experience (in fact, the aim is that they don’t even notice) and less time spent reacting to issues. Lower costs, more productivity.
Our understanding, thinking, planning, testing, refining is all part of the process, it’s an ever-present one.”
Steve Gummer, Director of betting.bet
“AI is definitely shaking things up in the gambling affiliation space. It’s helping us streamline operations, optimise content and personalise the user experience in ways that weren’t possible before. The ability to analyse vast amounts of data quickly means we can better understand player behaviour, refine marketing strategies and even detect fraudulent activity more efficiently. AI-driven automation also makes things smoother behind the scenes, allowing affiliate sites to scale faster and provide more tailored recommendations.
That said, AI isn’t a magic fix, and it certainly can’t replace the human element when it comes to building a betting affiliate site that people genuinely trust. Trust is everything in this industry—players need to feel confident that they’re being given fair, transparent, and responsible recommendations. That kind of credibility isn’t built by algorithms alone; it requires human oversight, experience, and judgment. At betting.bet, we see AI as a tool that supports what we do, but ultimately, it’s the people behind the platform who ensure integrity, responsible promotion, and long-term player confidence. AI can help, but trust is built by people, not just machines.”
Symplify Chief Sales Officer, Christoffer Feldt-Sørensen
“The rise of AI is reshaping industries, and iGaming is no exception. From personalised gaming experiences to fraud detection, AI is increasingly integrated into online casinos, sportsbooks, and gaming platforms. But is AI a transformative innovation or just another over-hyped technology? For many the idea of AI being over-hyped is unthinkable, but I am old enough to remember the machine learning boom, so stick with me.
Arguably one of AI’s biggest contributions to iGaming is personalisation. Algorithms analyse player behaviour to offer tailored game recommendations, bonuses, and promotions. This enhances user engagement and retention, creating a more immersive experience. AI-driven chatbots and virtual assistants also improve customer support, providing instant responses and resolving issues more efficiently than traditional methods.
Another critical impact is security. AI is instrumental in detecting fraudulent activities, identifying patterns of fraud, and mitigating risks related to problem gambling. Operators use AI to monitor betting behaviours and flag suspicious activities, ensuring a fair gaming environment while promoting responsible gambling.
However, skepticism remains. Some argue that AI’s role in iGaming is overstated, as core gaming mechanics have not significantly changed. While AI enhances certain aspects, it does not fundamentally alter the way games are played, or how we as players perceive the gaming experience. Additionally, concerns about data privacy and algorithmic biases persist, raising ethical questions about AI’s influence in the industry.
Ultimately, AI is more than just a buzzword—it offers genuine improvements in efficiency, security, and player experience. While it may not revolutionize iGaming overnight, its long-term impact is undeniable, positioning AI as a key driver of industry evolution rather than mere hype.”
Michael Maokhamphiou, Studio Director at Lightning Box
“AI has revolutionised many industries and its starting to have a profound impact on the gaming industry. With the emergence of AI being easily accessible whether its through ChatGPT, CoPilot, Google AI and newcomer Deepsink and utilising voice commands within your mobile device, it is apparent it will become integrated in our daily lives moving forward.
What we are seeing of late with gaming companies is incorporating the usage of AI to help their art production pipeline. With popular AI applications like Firefly (from Adobe) and Layer AI widely available for use, it is within our hands to take advantage of this technology and how we can cut cost and time without jeopardising quality of game art. This all comes with practice and understanding how to use the correct prompt and commands available in these tools.
We at Lightning Box, are also exploring and understanding the opportunities with AI and how it can assist and benefit us. With a big pipeline of games planned, we want to ensure we are looking at avenues where we can drive efficiency, and AI has come at the right opportune time for us to explore and engage with.
Alongside art, In future, we may see endless potential with AI in the gaming industry whereby AI can generate game math for slots, animations within games, software development and prototyping and perhaps even a functional slot product.”
Olga Olga Ashykhmina, Digital Marketing Lead at Gamzix
“At Gamzix, we recognize AI as an essential tool for business optimization. It certainly helps streamline operations and improve efficiency. However, we firmly believe that AI cannot replace the personal touch we have with our partners or the true creativity of our team. Our game design process, including the recording of original audio for immersive soundscapes, is deeply rooted in human artistry and innovation. While AI plays a valuable role in enhancing our processes, the unique vision and craftsmanship of our team remain at the heart of our games.”
Slotegrator Spokesperson
“The short answer is AI is definitely a life-changing transformation. The impact of AI is hard to overestimate. Once we implemented it into our daily work we won’t imagine business without it. However AI is as advancing for the iGaming industry as challenging.
There is a great variety of the AI applications that we already know now and there is no doubt new opportunities are coming. We already enhance and personalize player experience by using artificial intelligence, improve game mechanics, provide fair gambling, and protect operators from fraud by detecting suspicious behaviour.
Another way to use AI in iGaming is data analysis. We are talking about the Big Data age, when every business’, and especially gambling business’, success lies in statistics, performance indicators, and personal data. Analysing vast amounts of data is simply impossible manually — AI does it in minutes. Comparing various metrics and even predicting player behaviour became possible. Such a tool is invaluable for today’s iGaming personalized marketing.
It’s hard to predict how this technology would develop in the future. The gambling community will probably face new regulations and ethical concerns. However if we think about how much time, finance, and resources we are able to save with the use of AI, we simply couldn’t conclude that AI is a temporary hype.”
Iryna Krykun, Platipus Lead 2D Artist
“Since AI entered the iGaming world, it has brought major changes, becoming an essential tool for improving efficiency and creativity in game development.
One of the most significant impacts of AI is automation. Tasks like processing images, once handled manually, are now efficiently managed by AI. This saves time and also ensures accuracy and consistency.
AI is also transforming the creative process. It helps with brainstorming new ideas, improve image quality, and support routine tasks such as preparing graphic materials for collaboration. By automating these activities, designers can focus more on refining core game elements.
In addition, AI plays a key role in developing game concepts. It combines different ideas, discover innovative solutions, and speed up the sketching phase. This allows teams to dedicate more time to perfecting game mechanics and visuals, leading to higher-quality outcomes.
Moreover, AI-driven neural networks are continuously evolving, offering new opportunities for iGaming companies. By staying up to date with the latest AI innovations, artists can leverage these tools to solve specific challenges efficiently.
As AI technology advances, and its role in iGaming will only grow. From automating repetitive tasks to enhancing creativity and innovation, AI is shaping the future of the industry, making game development more efficient and pushing the boundaries of what’s possible.”
Jeevan Jeyaratnam, Chief Betting Officer at Abelson Sports
“I think the truth is somewhere in the middle. This isn’t a binary question, though the hype crew would have you believe that AI has already replaced humans successfully within every segment of an iGaming platform. If some of the AI-generated emails that flood my inbox are anything to go by then the industry needs to understand that we are a long way away from that scenario.
At Abelson Sports, we believe that using AI or ML techniques to refine data sets, speed up processes and find patterns that are otherwise hard to discern using traditional methods, is absolutely legitimate. The problem the industry faces is that too many suppliers are painting pictures that their businesses are using AI to revolutionise their niche, and this is simply not true. In our experience, after wading through buzz words and hype, when you reach the core of operations, you’re likely to find something very different than proclaimed. It’s understandable why firms feel pressure to make links to AI, because the investing frenzy in firms with links to AI has been responsible for a huge overperformance in stocks. We are now seeing a correction with tech stocks down around 12% versus July last year.
Abelson Sports uses smart technology to help refine its products, but without manual oversight in place the value of that output is severely diminished. Producing Goalscorer pricing requires algorithms, sure, but it also requires far more nuanced, human, interpretation to understand – across a myriad of competitions, languages and data sources – who the injured, suspended or transferred players are and the likely impact that has on the overall shape of the markets.”
Tim A, Affiliate Manager at Mate Affiliates
“Optimized, Yet Outplayed
If you want to make an iGaming executive nervous, whisper two words: Artificial Intelligence. It’s the industry’s favorite buzzword, promising everything from automated player acquisition to marketing wizardry. But let’s be honest, half of what’s labeled as ‘AI’ today is just a spreadsheet with better PR.
That’s not to say AI is useless, far from it. We’ve seen AI shave hours off campaign optimizations, predict player behaviors with eerie accuracy, and even help affiliates fine-tune their traffic sources. But here’s the catch: AI can’t replace instinct.
If you’ve ever trusted an AI-generated recommendation on Netflix and ended up watching a terrible show, you know what I mean. AI is brilliant at crunching numbers, but understanding human emotions, desires, and irrationality? That’s still our job. The best-performing affiliates read between the lines, spot the unexpected patterns, and trust their gut when AI gets it wrong.
So, will AI revolutionize iGaming? Yes. Will it replace affiliates? Not in a million years. Because at the end of the day, people don’t play for ‘optimized engagement metrics’, they play for fun. And no algorithm understands fun better than a human.
The funny thing about AI is that it’s a bit like a sous-chef who can dice vegetables at lightning speed but has absolutely no idea what makes a meal taste good. It’s impressive, but would you let it plan your dinner party? Probably not.”
Mares Shamzy, CEO at Stars Partners
“At Stars Partners, we view AI not as hype, but as a transformative force actively reshaping our business—especially when it comes to conversion and cost optimization. Over the past year, we’ve integrated several AI-driven solutions that have delivered measurable impact across the player journey.
1. Personalized Game Recommendations with AI
AI helps us deliver a tailored gaming experience by analyzing individual player preferences—such as favorite themes, stakes, and game types.
Impact:
Higher engagement and player retention
Increased discovery of relevant content
Promotion of games with optimal RTP/volatility, boosting profitability
2. AI-Powered Outreach for No-Deposit Users
To re-engage players who register but don’t deposit within 24 hours, we use an AI-driven call system offering personalized incentives or support.
Impact:
+13% increase in first-time deposits
Cost reduction of over 3000% vs. traditional live operator outreach
Scalable, efficient, and highly effective engagement tool”
Antonio Ruggeri, CEO at scoreconnect
“Artificial Intelligence is redefining the iGaming industry, enhancing efficiency, engagement, and compliance across the board. From automated customer support and fraud detection to hyper-personalised player experiences, AI is streamlining operations and elevating player interactions like never before.
At scoreconnect, AI sits at the heart of our solutions, empowering operators to optimise every aspect of their business. AI-driven tools such as chatbots, predictive analytics, and automated marketing campaigns are already reshaping the way operators connect with players. Real-time personalisation ensures that players receive tailored offers, promotions, and support, driving both engagement and long-term loyalty.
As AI technology continues to evolve, its impact on iGaming innovation and player retention will only deepen—cementing its role as a true game-changer in the industry.”
