In 2024, artificial intelligence emerged as a topic of discussion with the growing popularity of products including OpenAI’s ChatGPT, Google’s Gemini and Microsoft’s Copilot.
The popularity of generative AI raises the question of the risks and rewards of gambling operators and brands worldwide using the technology to improve business operations.
The question was addressed by panelists at SBC Summit in Lisbon, where moderator and Microsoft Worldwide Gaming Vertical Leader Warren Cho and four experts discussed the consequences of relying on AI and whether operators should leverage the technology while managing risk. The experts included in the conversation are ATG Chief of Innovation and Future Affairs Sten Andersen and Golden Whale CEO Eberhard Dürrschmid.
The two gaming leaders are also joined by Happening Head of Product Mario Pavic and Wondr Nation Vice President of Marketing Strategy and Operations Dyani Marvel.
Using AI to improve efficiency
AI is being used by gambling operators and brands around the world, but how they utilize the technology to improve and scale business operations has varied.
“For us, it’s not just a tool but a transformation just like digitalization was and that changes our approach on how to work with artificial intelligence,” said Andersen during the panel.
Wondr Nation, an online gaming entertainment company owned by the Mashantucket Pequot Tribal Nation, has been leveraging AI to improve operations through efficiency.
“We use generative AI as a thought partner whether we are brainstorming, looking for ideas or coming up with potential topics for our podcasts,” said Marvel. “We also use it to help write, rewrite, shorten and expand copy for our business.”
Know your customer
AI has also been integral to acquiring and retaining customers in a dynamic and competitive global online gambling market that is expected to be valued at roughly $164.5 billion by 2033, according to market research firm Spherical Insights.
The technology has been helping gambling brands to identify and market to consumers.
“The biggest value of generative AI for us at the Happening is marking content, especially for sports betting,” noted Pavic. “In terms of product, it’s really easy to have a proof of concept and see what’s going to work for our customers and what’s not going to work.”
The ability for brands to know their customers via AI is also key to fostering relationships.
“What we are doing, especially in the retention part of the business, is optimizing the way we talk to our clients,” said Dürrschmid. “This is where we see if there’s a high demand for modular systems that interact with competent structures that are already out there.”
Opposition to AI technology
Despite the popularity of AI, the technology is also receiving public pushback. The panelists discussed the risks of implementing AI but also its potential benefits.
“It [artificial intelligence] is already transforming our way of work,” added Marvel. “It is going to take jobs but it is going to make jobs as well and that’s how we have to look at it.”
Companies around the world are leveraging AI but some are doing so with existing protocols and procedures that create safe and efficient operating environments.
“There’s a lot of mistakes being made with trying to rebuild something that’s already blooming everywhere inside the market,” continued Dürrschmid. “The same goes for the management level because artificial intelligence transforms our organizations completely.”
AI will continue to be a hot topic in 2025 as the gaming industry continues to evolve. How gambling companies assess the risks and rewards of the technology will also change.
