The global gaming landscape is undergoing a significant transformation, largely driven by artificial intelligence (AI) technologies. Companies are tapping into AI not only for streamlining product development and identifying bonus abuse but mainly for enhancing player experience through personalization. This is seen in targeted marketing campaigns and customized game suggestions.
AI is now engaging directly with players, giving rise to a novel category of casino games, as stated by Andrii Savyntsev, a product owner at ICONIC21, a developer of live dealer games and casinos. He noted that players seek varied experiences; some may prefer the solitude of traditional Random Number Generator (RNG) games, while others are looking for the social interaction that comes with live casino tables.
"For decades, RNG games succeeded because they were fast, efficient, and solitary. That was not a weakness – it was the point," Savyntsev explained. Players could leap in and out quickly, which explains the success of RNG formats by removing any friction associated with joining traditional live tables.
Conversational AI is gaining ground, reflecting trends in broader technology adoption. Research shows that the global conversational AI market was valued at $14.3 billion last year and is expected to grow immensely, reaching $78.9 billion by 2033 with a compound annual growth rate of 23.8%.
In gambling contexts, however, the introduction of conversational AI brings a unique dynamic. Traditional gambling thrives on human interaction, with brick-and-mortar establishments still appealing to players despite the online industry's growth.
Savyntsev pointed out that discussions around AI dealers often miss the mark by homogenizing the technology as a direct replacement for human dealers. "One model uses AI to imitate human dealers as closely as possible. This overlooks the value players place on the authentic experience a human dealer provides," he said.
In May, ICONIC21 launched iDealer Blackjack, an RNG game featuring an AI dealer who interacts by remembering players’ names and past games. According to Savyntsev, the transparency regarding the AI's nature enhances player engagement. "By making it clear that this is an AI-powered dealer, we reduced social friction and let players engage with it on its own terms."
Savyntsev's insights resonate with broader findings indicating that some individuals feel more at ease interacting with AI than with humans, which can sometimes feel intimidating, particularly in gaming scenarios. Recent studies highlighted that AI messages are perceived as more empathetic than human-written ones.
However, ICONIC21 emphasizes that products like iDealer Blackjack do not aim to replace the human dealer experience. Instead, they enhance the elements players love about RNG games without overshadowing the distinct atmosphere and social interplay of live casinos. "This is not a live casino replacement," Savyntsev affirmed.
The iDealer Blackjack product effectively carves out a new experiential niche, offering an engagement level that straddles the range between traditional RNG and live casino offerings. Feedback from users indicates that conversations with the AI dealer often touch on numerous topics beyond gameplay, suggesting that AI can offer a unique interactive experience.
The iDealer concept is evolving, with new formats coming into play. In August, ICONIC21 introduced iDealer Boulevard Blackjack, featuring the same AI dealer in a vibrant urban setting. This versatility highlights AI's capacity to exist across various branded environments without losing its character.
Savyntsev emphasized that this adaptability shows a shift towards a framework that incorporates brand identity and personality into the gaming experience, rather than presenting a uniform AI solution. As he concludes, AI is establishing a new category of casino game, remaining firmly within the RNG domain, but shifting the experiential focus rather than the structural core.
The advent of AI in casinos does not entail the end of human dealers. Instead, there is an opportunity for AI to coexist, creating distinct experiences alongside traditional gaming formats. "The industry must pivot from questioning if AI can replicate human dealers to understanding what unique experiences can be offered when it does not aim to mimic human interaction," Savyntsev maintains. Success will depend on recognizing where AI truly adds value in the casino sector.
