The only reason we’re able to play our favorite casino games from the comfort of our own homes is because of technology. It’s completely enhanced our experience by providinga wider variety of games to choose from and improved customer support.
There havebeen strong concerns over the role of tech like AI in marketing, and support organizationsare worried about how it could impact at-risk players. Although technology has altered the iGaming landscape beyond recognition and is set to continue to do so in the future, providers must wield it carefully.
Developing a wider range of games
Technology developments have allowed iGaming providers to offer a wider range of games to choose from than ever before.Whether it’s virtual reality or live dealer games, technology is behind some of our favorite options in the industry. A particular focus of these additions has been better replicating the atmosphere of brick-and-mortar casinos.Atmosphere is commonly complained to be lacking in online platforms.
Creating a new reality
Virtual reality is one technology development that is aimed at replicating the atmosphere of land-based casinos. Players use VR headsets to immerse themselves in an intricate, virtual casino world.There aredetailed graphics and sound design, which help create a realistic setting with the same bustling energy found at an in-person venue. Whether it’s the iconic winning bell of slot machines, the sound of spinning roulette wheels or just the dazzling lights of the casino floor, VR really brings online games to life!
It also allows players to interact with elements such asspinning wheels, moving chips and shuffling cards. In addition, playerscan customize their virtual avatar,whichis used to interact with other players and even dealers. Despite all the selling points going for VR, it isn’t as widely adopted as many predicted it would be by now¹. However, with prices of headsets coming down and the technology advancing, VR could be featured more prominently in the iGaming industry in the future.
Going live
Throughout the iGaming industry, live games hold spots as some of the most popular options around. They allow players to get in on the vibrant atmosphere of land-based casinos by interacting with real dealers using a livestream. The early days of live dealer games in the 2000s were plagued by poor connections and fuzzy livestreams². If a game crashed, players lost their wager, which added an unwanted additional element of risk to playing!
As livestreaming technology has improved, so have the live games available.There areimmersive set designs, glossy graphics and even multiple camera angles. Live versions have popped up for every casino game imaginable,ranging from the classics of poker and blackjack to slots and even game shows. You can even find options themed around existing games,such asMonopoly or Deal or No Deal. Today, there areeven moresocial elements asplayers can use chatrooms to interact with each other during gameplay.
How AI is shaping live dealer games
Even in games thatare focused on promoting interaction, when we peer behind the curtain, it’s technology and AI thathavelaid the foundation. AI can track dealer performance, which cards appear and your playing history to provide a seamless experience.Player winnings and deposits are automatically trackedusing AI, and in games like bingo, it’s used to automatically stamp their cards.
AI is reinventing iGaming
That brings us neatly to the technology of the hour: artificial intelligence, which has its robotic fingers in many pies in the iGaming world. In addition to the many uses we have previously mentioned, it hascompletely revolutionized how customer service, fraud detection and personalization work.
More efficient customer service
You’ve likely encountered an AI bot being used in customer service by now.They’re able to make the process more efficient withrapid, often instant, responses to queries using information gathered by scouring internal databases and the internet for answers. iGaming is an industry where it’s essential that players get quick support, which is why we’ve seen AI chatbots being introduced to provide just that!
If you’re familiar with AI chatbots, you’re likely also familiar with the criticism aimed at them. The algorithm struggles to answer questions phrased in a way it doesn’t recognize and can get stuck in a loop. Studies by Harvard Business School have shown that customers feel more supported when interacting with a human representative, and 30 to 50% were even willing to wait hours to speak to a human over a chatbot³. Although we have seen chatbots introduced quitewidely by the industry, they’re usually balanced byhuman representatives who handle the more complex queries.
Preventing fraud
Fraud is a sizable problem for providers in the iGaming space, with half of online gambling companies estimated to lose 10% of their annual revenue to fraudsters⁴. AI could offer firms a glimmer of hope due toits ability to analyze vast amounts of data efficiently. Algorithms can be trained to spot suspicious patterns,such asaccounts thatare active around the clock or players who make decisions faster than humanly possible, which are both signs of accounts run by bots.
It also works against the most prolific type of fraud in the industry: bonus abuse, which is when players create multiple accounts to claim the same bonus more than once. By flagging things like multiple accounts with shared personal details or the same IP address, it can help providers to intervene against fraud earlier.
A targeted and personalized experience
If you’ve ever played a game at an iGaming provider, you’ve likely also seen recommendations for similar options or relevant bonuses. That’s AI being used to determine your preferences and then tailor your experience based on that.You can also see this in practice through the ads that appear for you when scrolling online!
Targeted ads have been a concern for iGaming organizations, such as Gambling with Lives,whichargue that they could result in increased levels of gambling harm. There have been cases where players on a losing streak have received exclusive offers with time limits, which encourages negative behaviors,such aschasing losses.
Can AI ads be too targeted?
In an extreme example, one problem gambler was sent 1,300 emails in just two years, all tailored to his gambling habits. Despite the fact that the customer had never given the relevant permissions, and the provider viewed him as high-risk, the emails didn’t stop⁵. In February of this year, a High Court judge ruled that his data had been unlawfully handled.
Thisfollowed a case just a month earlier where a customer who had lost over $45,000 requested the records a provider had on him and found they had over 2,400 spreadsheets worth of data profiling that targetedhis activity. Algorithms were used to carefully target him with the most relevant bonuses, including free bets and special prizes, which were often the direct cause for him returning to a site. A further hearing will be set to determine how much compensation he’s entitled to.
Both cases were clear warning signs to providers to be careful with targeted ads and have renewed calls from MPs for strengthened regulations⁶.
How has technology shaped the iGaming industry?
It’s pretty much impossible to overstate how important technology has been to the iGaming industry.After all,technologyis the very foundation it’s built on. It’s an integral part of the experience, right down to the very games we play thatare fueled by VR and livestreaming technology.
AI has been one of the most influential technologies in the iGaming industry.From customer service to preventing fraud, AI has reshaped almost every area of the online gambling experience. That’s not to gloss over the valid concerns over its usein the industry though, as AI-targeted ads can cause severe issues for vulnerable players. This makes fora pretty accurate representation of how the industry must treat technology: incorporating it to improve player experience, but always with caution to maintain safety.
¹ Gathering Dust: Why Hasn’t VR Taken Off?, Written by Rob Whiteman, Published by Medium.
² How Live Dealer Games Stole the Show, Written by Kevin Lentz, Published by World Sports Network.