Issue link: https://maltatoday.uberflip.com/i/1002137
GAMING G2 maltatoday | SUNDAY • 8 JULY 2018 e inuence of AI on the world of iGaming IT'S no news that artificial intelligence (AI) is causing waves of disruption through a variety of industries and sec- tors. It seems now, more and more businesses are trying to understand what AI is and how it can best be used and applied when it comes to data analysis. It's a fact that online casinos, sport-betting businesses and the iGaming industry in gen- eral, are affected at large by the AI transformation. Dur- ing the past few years, the iG- aming industry has claimed a forefront in the implementa- tion of Artificial Intelligence in the core of their business models. The question remains, how could AI help the iGaming in- dustry and the player? Personalisation through data acquisition and analytics The iGaming industry has, for some time now, been ana- lysing the players' behaviour. In recent years Artificial In- telligence has evolved as a tool that enables operators to make the best decisions when it comes to the management, acquisition and retention of the players. The possibility to anticipate a player's tendencies or de- sires by suggesting, through data compiled by the use of AI, guarantees that the player will eventually return to the same operators time and again, thus proving to be an essential tool in terms of player retention. Basing their decisions on such player profiling, the operators can ultimately drive a tailored marketing campaign, propose tailor-made offers, and focus more on the player experi- ence. Through sophisticated al- gorithms operators can track players' behaviours, whilst at the same time filtering and providing players with the most suitable suggestions in terms of game, and bets. AI as the core tool for an optimal Omnichannel The process of AI integra- tion in the iGaming industry does not preclude its imple- mentation also on the retail side of the business, with the cashier-assisted bets system also enabling player data col- lection from the shops them- selves. Thus Artificial Intelligence is fundamental to place the player's preferences at the core of the operators activi- ties, be it retail or online, with operators presenting custom- ised offers, and essentially a unique experience to their customers. An omnichannel setup with Artificial Intelligence at the core of its operations also al- lows operators to generate additional revenues. AI in the prevention of gambling addiction The gambling industry has been a source of controversy for many years. However, re- cent years have seen the in- dustry adopting Artificial In- telligence not only in respect of its commercial aspect, but also when it comes to prob- lem gaming. Coupled with providing bet- ter insights on odds, AI has risen as a main means to fight the issues around gambling addiction. Complex algorithms have made it possible to analyse and identify critical factors common amongst gamblers who are at risk of addiction. The advent of this disruptive technology has permitted the community as a whole to be in a position to provide help before the addiction reaches a critical threshold. Artificial Intelligence in risk management In terms of risk manage- ment, Artificial Intelligence is a crucial asset. It permits the system to automati- cally identify any potential fraudelent activity, take the necessary action, whilst also advising the operator. Its role is of essence as it guarantees a totally secure management process. Artificial Intelligence per- mits an anti-fraud system to independently analayse the player's activity, and auto- matically identify any abnor- malities in his behaviour that may be the result of decep- tive activity. All this process is implemented in a fraud point system scenario, with the player dynamically seg- mented according to his be- haviour, inheriting the limits set by his previous actions, whilst permitting the opera- tor to define different meas- ures to be applied accordingly to these varying behaviours. Specific tools can also per- mit operators to keep track of the transaction data and manage it by reviewing the analytics.