The betting industry experienced a rapid expansion in 2021 with the emergence of the US market and re-regulation across Europe, whilst Artificial Intelligence (AI) has similarly witnessed an upward trend.
Sharing his views on why and how the betting industry should leverage AI, Vladislav Artemyev, CEO of ZingBrain AI, highlighted the ‘hugely significant’ potential the technology has for operator expansion, customer onboarding and player protection.
PE – In terms of operator expansion, is there a role for AI when it comes to regulatory compliance in new regions?
Vladislav Artemyev – It is still very early days for AI within the online gambling space and as operators and suppliers fully explore its capabilities it will become widely used across all areas of online sportsbooks and casinos, from payments to responsible gambling as well as rewards, recommendations and of course compliance.
The possibilities for AI are endless and I believe it will become a major focus for operators looking to streamline their businesses while drastically improving the player experience.
PE – What role can AI play in further establishing and developing the burgeoning North American betting industry?
VA – AI will be a game-changer in the North American market, especially when it comes to operators recommending games, odds, markets, etc to players.
The US audience is one that is incredibly familiar with streaming, social media and other entertainment options where recommendations are a driving force behind the high levels of engagement they provide, so they will absolutely expect this when it comes to online sports betting and casino.
Operators must remember that player preferences will differ from state to state, so it is crucial that they are pushing content, bonuses, rewards, etc that appeal to individual players. Only with this deep level of personalisation – powered, of course, by AI – will the true potential of the North American market be unlocked.
PE – How significant can AI technology be in helping improve customer acquisition and retention capabilities in betting and gaming?
VA – We believe it will be hugely significant when it comes to customer acquisition and retention. It is something that we are currently tracking and monitoring but have set an internal target of a 10% uplift in conversion rates for our partners.
Not only that, but our AI engine also saves the marketing team many hours as they do not have to create countless banners and use valuable resources to manage them.
Operators already using Zing AI are seeing on average a 20% increase in turnover, a 30% rise in bet count, a 150% jump in bet count per widget and a 150% boost to user engagement. These are significant numbers and are further evidence of the power of AI when it comes to acquisition and retention.
PE – Can AI be utilised in order to increase social responsibility and detect potentially harmful betting patterns?
VA – Absolutely. In the same way that it can be used to detect fraud in payments, AI can monitor an individual player’s journey, patterns and behaviours in real-time and compare this to known problem gambling play.
It can then automatically intervene if combined with automated products such as live chat bots or raise the necessary flags among responsible gambling and compliance teams. AI for responsible gambling is a great way of preventing problem gambling before it actually happens because it can make the necessary interventions early on.
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