AI is reshaping the global gaming industry, introducing innovative changes from product development speeds to identifying bonus abuse. While businesses are optimizing operations with this next-generation technology, players are experiencing the most significant impact through personalization in marketing campaigns and game recommendations.
However, AI’s transformation goes beyond these applications, as it now participates in the gaming dialogue by creating a new category of casino game, as articulated by Andrii Savyntsev, product owner at ICONIC21, a live dealer and casino games provider. "Not every player wants to sit in silence. Equally, not every player wants the commitment of a live casino table," he stated.
Savyntsev highlights how Random Number Generator (RNG) games have thrived for decades by being fast and solitary. He mentioned, "Players could jump in, play a few hands and leave. No need to join a live table. RNG became one of online gaming's most successful formats precisely because it removed friction." AI has opened a new avenue by creating something between silent RNG and live casino experiences.
Conversational AI’s popularity is soaring globally. Recent research noted the conversational AI market was valued at $14.3 billion last year, expected to surge to $78.9 billion by 2033, growing at a compound annual rate of 23.8% over the next seven years. This technology is readily available, providing users assistance for a multitude of daily activities, from meal planning to fitness tracking.
In gaming, conversational AI takes on a more complex role. The industry traditionally revolves around human interaction. Despite the rise of digital alternatives that drove companies like Blockbuster out of business, in-person gambling has remained resilient alongside online growth.
"Much of the industry’s discussion around AI dealers has centred on the wrong question: can AI replace a human dealer?" Savyntsev remarked. "It is a fair question, but it assumes every AI-powered dealer is trying to solve the same problem." Some models aim to mimic human dealers closely, although many players value authenticity and the unique atmosphere of live casinos. This perspective often oversimplifies AI dealer products, treating them as mere imitations of live casino experiences.
In May, ICONIC21 launched iDealer Blackjack, an RNG game featuring an AI dealer designed to engage players transparently. Working with RAVATAR, which provides real-time interactive AI technology, ICONIC21’s dealer greets players by name, recalls prior interactions, and adjusts to the dynamics of each session.
Savyntsev pointed out, "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 in an RNG game. Counterintuitively, that honesty became a strength." This reflects a trend where individuals may feel more at ease interacting with AI than with humans. FanDuel co-founder Nigel Eccles noted that some players find human dealers intimidating.
Studies indicate participants might find AI-generated messages more empathetic than those from humans. However, Savyntsev reassured that conversational AI and products like iDealer Blackjack aren't poised to replace human dealers. Instead, he stated, "This is not a live casino replacement."
He further explained that live casinos address different player needs and moods, emphasizing the vital social aspect of real tables and human interactions. Thus, the AI-powered dealer within an RNG game occupies a unique niche, providing interactivity without detracting from traditional gambling experiences.
The iDealer concept is evolving. Recently, ICONIC21 introduced iDealer Boulevard Blackjack, featuring the AI dealer in a distinct setting inspired by a vibrant coastal cityscape. According to Savyntsev, this shift signifies adaptability; the same conversational dealer can now operate in various branded environments, promoting a diverse experience tailored to different operators without overshadowing live offerings.
As Savyntsev articulated, “Although iDealer remains firmly within RNG, the shift is experiential rather than structural.” This adaptability signifies a move from a one-dimensional approach to a flexible framework where personality and brand identity enrich the gaming experience.
The advent of AI-powered casino experiences does not herald the obsolescence of human dealers. Savyntsev argues for a coexistence where AI creates a distinct gaming experience alongside conventional RNG and live settings. He cautioned against merely assessing whether AI can replicate human interactions, advocating for exploration into what happens when AI’s unique strengths are embraced rather than imitating humans.
"The future of AI-powered dealers will not be defined by how closely they resemble live casino. It will be defined by whether they create experiences that players genuinely value for reasons of their own," Savyntsev concluded. He believes those who recognize this distinction will excel in the evolving gaming landscape.
