The global gaming industry is undergoing a significant transformation driven by artificial intelligence (AI). Companies are increasingly adopting cutting-edge technology to enhance efficiency, from speeding up product development to identifying instances of bonus abuse. For players, the most noticeable changes come in the form of personalized marketing campaigns and tailored game recommendations.
AI is now stepping directly into the gaming experience, giving rise to a new category of casino games, as explained by Andrii Savyntsev, product owner at ICONIC21, a provider known for its live dealer and casino games. "Not every player wants to sit in silence. Equally, not every player wants the commitment of a live casino table," he noted.
Savyntsev pointed out that while random number generator (RNG) games thrived due to their fast-paced, solitary nature, they left a gap for a different type of offering. Players could engage briefly without the need for a live table, and this efficiency became a defining feature of online gaming. The advent of conversational AI has prompted a reevaluation, revealing potential for a middle ground between traditional RNG games and live casino experiences.
The conversational AI market is experiencing rapid growth. As of last year, it was valued at $14.3 billion, with expectations to rise to $78.9 billion by 2033, representing a compound annual growth rate of 23.8%. This technology is now widely accessible, allowing users to receive information and assistance on various matters, from meal planning to fitness training.
In the context of gambling, the integration of conversational AI takes on a more complex role. Traditionally an industry built on personal interaction, in-person gambling has demonstrated resilience even as online options proliferate. According to Savyntsev, discussions surrounding AI dealers often focus on the misconception that AI is meant to replicate human dealers. "Much of the industry’s discussion around AI dealers has centered on the wrong question: can AI replace a human dealer?" he remarked.
Some developers aim to create AI that closely imitates human dealers, but critics argue that players often prefer the authenticity and atmosphere of a live casino. Savyntsev emphasizes that not all AI dealer products should be seen as attempts to replicate the live experience.
Founded on transparency, ICONIC21 launched iDealer Blackjack in May. This RNG blackjack game features an AI-powered dealer developed in collaboration with RAVATAR, utilizing real-time interactive AI avatar technology. This dealer engages players by name, remembers past interactions, and adapts to each session naturally.
Savyntsev noted that transparency shifted player engagement. By clarifying that users were interacting with an AI, he argued, social friction was diminished, allowing players to connect more freely. He stated, "Many people assume AI experiences improve as they become more human-like. Our observation was different."
In the gambling sector, some individuals may feel more comfortable engaging with AI compared to human dealers, and recent studies indicate that people may even perceive AI-generated communications as more empathetic than those crafted by humans. However, products like iDealer Blackjack are not positioned to replace human dealers; rather, they enhance the existing player experience.
"This is not a live casino replacement," Savyntsev reiterated, highlighting that live casino serves unique player needs and atmosphere. The relationship between AI dealers and players occupies distinct spaces within the gaming ecosystem.
The innovation created by iDealer is an example of an RNG product that fills a niche between traditional RNG and live casino experiences. Observations from the game indicated that conversations with the AI dealer often extended beyond gameplay, discussing a range of topics, thus creating a unique interaction.
The iDealer concept has already begun to evolve, with the introduction of iDealer Boulevard Blackjack in August, featuring the same AI dealer in an entirely new visual context, reminiscent of a vibrant urban setting. Savyntsev explained that this flexibility allows for customization without replacing live offerings. It enhances personalization, environment, and brand identity while maintaining the essence of RNG gaming.
Savyntsev concluded that AI is fostering a new category of casino games, which remains firmly within RNG but introduces an experiential shift, rather than a structural one. This change enables operators to offer tailored AI experiences.
He highlighted the need for a broader perspective, stating, "The industry has spent a great deal of time asking whether AI can replicate a human dealer. The better question is what happens when it doesn’t try to." The future will be determined by how well these AI-powered experiences resonate with players, emphasizing meaningful engagement over mere imitation.
