Artificial intelligence (AI) is pretty much everywhere. Millions of us use it to ask for help with everyday tasks or to ask questions about complex topics. And, in many cases, AI is also helping to lighten the load in certain industries. But did you know that AI also has an increasing presence in online casinos?
AI is increasingly emerging in online and live casinos thanks to its ability to make account management and gaming more convenient. That said, we’re likely a long way off AI completely running casinos and games catalogues on their own!
In this guide, I’ll explore some of the most interesting and important ways that machine learning (ML) is transforming the online casino scene.
Chances are that you may even have interacted with AI before reading this article – it’s pretty ubiquitous!
How AI is transforming online casinos
AI is already transforming online casinos by helping to personalise gaming experiences, analyse player activity, prevent fraud and even develop some games. It’s also increasingly used to support chat and help options.
Let’s explore these points in more detail.
Casino personalisation
AI and ML are fantastic tools for building profiles on players, their habits, favourite games and playing styles. By using AI, online casinos can learn more about their customers’ favourite slots and recommend new titles to them when they get released.
The idea behind this is that players find it easier to get into games and can spend less time searching around for slots that appeal to them.
For example, if someone regularly plays Drops & Wins slots, a casino’s AI will remember to inform them about new releases under that umbrella and make them more obvious the next time they visit.
Customer support
Chatbots are certainly nothing new as far as online casino support is concerned, but AI is helping to make self-service support more adept and accessible.
AI can help online casino chatbots understand certain contexts more clearly and will use player data to better understand what a specific customer is likely to want or need.
What’s more, as AI chatbots continue to evolve and improve, they will also start to learn more about historical interactions that players have had with them.
One of the biggest irritations for customers is having to repeat themselves frequently when asking for help – and a smarter AI chatbot can instead pull from previous conversations and allow players to skip ahead, rather than having to start again from scratch.
That said, there will always be a want and a need for human support. And there will always be some customer queries that require human insight and an understanding of certain contexts.
However, AI support services can help players troubleshoot basic problems and solve surface-level issues, such as browser problems or issues with using certain banking methods.
Games design
One of the most interesting ways that AI is supporting online casinos and players is through more intelligent, reactive games design. Many studios use AI to create more dynamic experiences and can even shape difficulty and gameplay features to better suit individual players.
Generative AI is also used to develop graphics, sound and text content for certain games. While the jury is still out on whether or not to use AI art without some form of human input, generative AI tools are continuing to drive down design and production time on several slot and table games developed for online casinos.
Why AI is a game changer for online casino operations
AI is also beneficial for online casino operations because it can help providers learn more about what players want, help spot fraudulent activity, and improve marketing strategies.
By using AI to learn more about players’ preferences (from games to payment methods), online casino operators can:
- Reduce the likelihood of complaints escalating.
- Increase engagement with specific game titles.
- Tailor new bonuses and VIP experiences to specific players.
- Determine odds (in the case of betting) and tournament rules.
As mentioned, ML can also use historical player activity and behaviour to determine whether activity is legitimate or not.
For example, if a player regularly deposits less than €50 per month over a six-month period, and then suddenly deposits €1,000 out of the blue, AI will inform the casino that the player’s account may have been compromised.
By learning more about players, online casinos can refine their marketing so that their bonus rewards and promotions, for example, receive higher engagement rates (while actually giving players what they genuinely want).
Ultimately, AI is helping to cut back considerable time that casino marketing teams would otherwise spend canvassing players and conducting research.
AI in live dealer and virtual casinos
In live dealer and virtual casino games, AI is playing a similar role – it’s helping to personalise player experiences, meaning that interfaces can adapt to individual needs, and specific games are easier to recommend.
By analysing player data, live dealer interfaces can be adjusted to offer bets and game recommendations based on how much they typically wager, and what types of tables or game shows they drift towards.
In the case of virtual casinos and VR gaming – which, at this time, is still very much in its infancy – players can expect an immersive, super-personalised experience where they barely have to lift a finger to find memorable experiences.
What’s more, using AI in live, virtual and traditional games can help to encourage responsible gambling, which I’ll cover in more detail below. Online casinos are using AI to make their experiences more engaging, therefore attracting more players and keeping them involved for longer.
This directly benefits the players – they don’t have to spend long looking around for new games or searching for help, because AI can intelligently transform their experiences just by learning about how they use an online casino.
Of course, the ethical factors here revolve around the data that players are willing to submit for use with AI and ML. However, before registering, all players should have the opportunity to read terms of conditions, terms of use, and privacy policies in full before registering and logging in for the first time.
Using AI for responsible gambling
AI can help to support responsible gambling experiences in a similar way to how it detects suspected fraud. For example, online casinos can ask AI to immediately flag players who continuously gamble for over a certain amount of time, or who make more than X number of deposits in a row, or in an hour – there are lots of different parameters and measurements that casinos can set.
With this, casinos can:
- Send messages to players.
- Halt gameplay entirely.
- Block accounts.
- Restrict certain games.
- Set deposit and spending limits.
Casinos may choose to do this if it’s clear that players may be struggling with gambling. Players can already set manual limits with casinos to ensure that they don’t spend too much time on certain games or pay too much into their accounts.
However, with AI, the casino can intervene automatically and encourage players to take a step back.
This may be an option that players can opt into, particularly if they are worried about their gambling behaviour.
AI is fantastic at spotting hidden patterns and taking action based on specific rulesets. This can take some tweaking – and some players may find that they trigger automated messages despite managing their time and money carefully – but it’s ultimately for the greater good.
By using AI in this way, online casinos can continue to uphold responsible gambling measures, keep players safe, and ensure that they remain compliant with gaming regulators.
AI is changing the game – and it’s here to stay!
From tailoring individual game experiences to helping people manage their money and play time, AI and ML have already proven their worth behind the scenes. Online casinos – including Tonybet – are always looking for new ways to make online casino gaming more engaging and supportive.
With AI, supporting players and providing more personalised casino experiences is getting easier and easier. There will always be room for human input and human support. However, with AI’s capabilities evolving at a blistering pace, there are fewer and fewer reasons for online casinos – and players – to miss out on the benefits of ML.
Rest assured, Tonybet will continue to develop and roll out AI-supported gaming technology that makes your casino experience more accessible, personalised and supportive.
We will also keep you up to speed on the latest developments as and when we launch them!
