AI is reshaping the global gaming industry in significant ways, enhancing both product development and operational efficiency. Among the most apparent changes for players is the personalization of their gaming experiences through targeted marketing and game recommendations.
Andrii Savyntsev, product owner at ICONIC21, a provider of live dealer and casino games, explains that AI is now creating a new category of casino games. He notes, “Not every player wants to sit in silence. Equally, not every player wants the commitment of a live casino table.”
Savyntsev highlights that Random Number Generator (RNG) games thrived because they offered speed and convenience, allowing players to effortlessly engage without the need for a live table. He adds, “AI made us realize that this design choice also left room for something in between.” With the rise of conversational AI, there is now an option that combines elements of both gaming styles.
The global conversational AI market was valued at $14.3 billion last year and is anticipated to grow to $78.9 billion by 2033 with a compound annual growth rate of 23.8%. This technology is increasingly integrated into daily life, assisting users with everything from meal planning to fitness advice.
In gambling, Savyntsev emphasizes that conversational AI takes a more nuanced role. While the industry has historically been built on human interaction — maintaining resilience even as digital alternatives have emerged — the conversation around AI-powered dealers often centers on whether they can replace human dealers.
He argues, “Much of the industry’s discussion around AI dealers has centred on the wrong question: can AI replace a human dealer?” Savyntsev explains that by focusing on imitating human dealers too closely, one overlooks the potential for AI to offer a distinct interaction that feels authentic in its own way.
This approach underpins the launch of ICONIC21's iDealer Blackjack, which features an AI-powered dealer. Developed with RAVATAR’s interactive AI avatar technology, this game allows the dealer to welcome players by name, recall past sessions, and adapt to gameplay. Savyntsev states, “Rather than trying to blur the line between human and artificial, we made it clear from the outset that players were interacting with an AI-powered dealer.” This transparency fosters a more honest interaction between players and the technology.
Research indicates that individuals may feel less intimidated when interacting with AI than with human dealers, making AI experiences potentially more comfortable. As Savyntsev articulates, products like iDealer Blackjack enhance the enjoyable aspects of RNG blackjack without aiming to replace live casino experiences.
He asserts, “This is not a live casino replacement. Live casino serves a different player need and a different mood.” Interactive elements in iDealer create a unique space within the RNG framework without cannibalizing traditional experiences.
Savyntsev notes that players often engage in conversation with the AI dealer that goes beyond gaming, discussing a variety of topics, indicating a new style of interaction.
Since its introduction, the iDealer concept has already diversified, with the launch of iDealer Boulevard Blackjack in August, showcasing the adaptability of AI-powered dealers. “For operators, the opportunity is no longer a one-size-fits-all AI experience. Personality, environment and brand identity can now become part of the product, without replacing live.”
Savyntsev emphasizes that AI is not just adding another vertical to the gaming world but creating a new category of casino game that remains within the RNG sphere. He concludes that the future of AI-powered experiences will depend less on mimicking human interactions and more on delivering genuinely valuable experiences for players. “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.”
