Artur Ashyrov, GR8 Tech: AI is not the future but the here and now

Talk of the future possibilities that could be presented through the increasing adoption of artificial intelligence fall well wide of the mark, says Artur Ashyrov, GR8 Tech Deputy CEO & CTO.

Instead the industry must wake up to the fact that the technology is a vital resource that can, and in certain instances is, already making a real impact in forging ahead with improvements to the player experience.

In addition to suggesting that the industry must be much quicker to accept and implement change, Ashyrov also suggests the gambling incumbents have to alter their habits and usher in a more widespread, collaborative approach to drive true innovation.

SBC News: In your opinion, what do you believe are the major sources of innovation within the igaming space? 

Artur Ashyrov: There’s a significant opportunity to innovate when it comes to protecting players from the harmful effects of igaming. While this isn’t news, it’s an area that hasn’t seen many disruptions yet and there’s a lot that could be done to address player protection more effectively.

There’s also the look and feel of igaming products, particularly sportsbooks, that need innovation. Many of these products have remained largely unchanged since the 2000s. The way new generations consume content today is vastly different from what it was 20 years ago, yet we continue to offer the same outdated designs. 

I believe companies that innovate in terms of product design and user experience could gain a significant advantage, as the younger audience demands a more modern, engaging experience.

Yes, it’s true that our industry can be slow to change direction and innovate in significant ways due to its sheer size and focus, which often stays on driving sales rather than pushing bold innovations. 

However, the B2C sector, with its direct interaction with users, is evolving much faster. I believe the potential for disruption is likely to come from the intersection of these two areas, even though I don’t expect a major disruption in the near future.

We bring 30 years of experience in the igaming market, with first-hand knowledge of B2C clients. Our focus is on long-term partnerships, commitment, and a straightforward approach to delivering top-notch gaming technology that meets our clients’ ambitious goals. 

SBCN: Do you believe that these are being correctly utilised to deliver a truly heightened player experience and why?

AA: I believe the industry is under utilising major technological innovations like artificial intelligence and blockchain in the igaming space. While everyone talks about AI and its potential, there are few substantial cases of implementation, with many minor examples presented as significant victories. 

This under utilisation seems to stem from the industry’s focus on immediate cash flows and revenue generation, which makes us resistant to sustainable investments that may have a long-term ROI of seven to ten years. 

The truth is, AI is an innovation that can transform how igaming businesses operate; it is not just a future possibility but a tangible resource that is already making an impact. 

However, I do already see some positive shifts; the industry is increasingly recognising that online is the future, and there’s a growing focus on that area. Still, from my perspective, I’m not entirely impressed with the level of innovation in our specific industry.

We at GR8 Tech are constantly innovating to enhance player experiences and simplify operations for our partners. Our AI-driven solutions deliver personalised content and tailored offers that keep players engaged.

We refine our retention and deposit forecast models to help operators proactively manage player behaviour and optimise strategies. Our advanced recommendation systems facilitate effective cross-selling, while LLMs improve customer communication and response times. 

SBCN: So you’re saying the popular label of AI as ‘emerging technology’ is not relevant? How should this be properly addressed to reflect its status and impact?

AA: I believe it depends on how you define AI. While the foundational work on AI dates back to the late 1960s, making it an ‘old’ technology, it can still be considered emerging in terms of its accessibility and practical applications today. 

Take ChatGPT as a trendy example. It specifically created a new customer behaviour where people now ask a machine to provide information, generate content, or even be creative. I think this was a success, and in this sense, it’s still emerging because before AI was primarily used at more applied levels.

Despite some advancements, I think the igaming industry is lagging in utilising AI effectively for customer needs. The industry operates in a closed bubble compared to the broader engineering community, which shares data and knowledge freely. The reluctance to collaborate may contribute to why we’re falling short in leveraging AI’s full potential.

At GR8 Tech, we have used AI in our sportsbook and casino platforms for over a decade, tailoring suggestions and betting options based on individual player interests and historical data. Our AI-driven personalisation runs on a high-capacity infrastructure designed for continuous performance, ensuring smooth, uninterrupted service even during top events like, for example, IPL. 

We’ve leveraged AI to automate CRM tasks and enhance customer support, improving operational efficiency and player engagement. As well as for risk management, we continuously monitor transactions and player activities to detect fraudulent behaviour in real time. We’re further experimenting with AI to improve our knowledge base to make it easier for clients to find relevant information.

There are many ways the next generation of AI applications will be transforming the industry. For instance, AI could be used more to configure products without needing expertise in back-office systems, which makes it highly applicable to igaming. 

It can significantly improve operational efficiency for teams working on specific platforms. While there’s much hype around AI – especially in customer support and operational automation – there are already exciting real-world applications emerging. For instance, AIOps concepts successfully implemented in mainstream tech companies demonstrate the potential for us to evolve similarly. 

What the industry truly needs is a dash of realism to address the pressing question: how can we effectively leverage these emerging technologies to make businesses more effective and profitable? With this perspective, I’m optimistic about harnessing AI’s capabilities to drive meaningful change in the igaming sector.

SBCN: With all of this in mind, and when it comes to GR8 Tech itself, how do you differentiate from competitors when it comes to the development and implementation of new tech?

AA: Regarding innovations, we focus on practical performance rather than chasing hype. We aim to integrate technologies that enhance our high-performance platform, ensuring that every new development contributes to improved user experiences and operational efficiency.

Our key areas of AI implementation include advanced recommenders that personalise user experiences, robust CRM systems for enhanced customer engagement, and sophisticated risk management tools that safeguard operators and players. By prioritising practical applications of technology, we maintain our competitive edge and deliver real value to our clients. 

Our strategy is centred on growing with our clients, which involves investing in their needs without restricting them. Our high-performance platform architecture features numerous extension points and APIs, allowing B2C operators to adapt as they mature and face increasingly specific requests.

The platform’s modular nature also enables us to handle large, complex operations smoothly, ensuring that our clients face a sustainable 99,96% uptime even during high-traffic events.

We prioritise offering tools and APIs as part of our delivery pipeline, eliminating the need for clients to request these features each time. Operators spend less time waiting for new functionalities and can focus more on their core business activities.

Furthermore, our approach involves integrating engineering and product management experts into our clients’ problem-solving processes. Unlike the typical model where clients merely dictate what they want, we focus on identifying and solving the underlying problems first. For example, some clients have access to solution architects, and we focus on identifying and addressing their core issues rather than just executing tasks.

We provide flexibility and freedom at various levels. If clients need data for insights, we can source the majority of it to their data warehouse. Also, if they want to modify specific parts of the product, they can do so independently, especially if they have their own development teams.

SBCN: How can igaming ensure that it remains a relevant competitor when it comes to the changing leisure choices of players worldwide? How important is fostering an increasing sense of social interaction?

AA: I believe the industry needs to change its habits and adopt a more innovative approach. We should compare ourselves not just to other igaming platforms but also to entertainment channels like TikTok, Netflix, and HBO. I think a broader perspective is essential.

As for where to start, it may take a crisis or significant disruption to spur change – perhaps if a major tech company like ESPN or Disney introduces betting mechanics into their products. Their extensive reach could alter the behaviour of many players globally, prompting the igaming industry to adapt its strategies.

While many products already integrate social aspects, such as sharing bet slips or live casino experiences, there is significant potential to develop these features further and create more immersive interactions. 

Simply adding social elements may not be sufficient. Although VR and AR are often discussed as enhancements for user experiences, true immersiveness in igaming will not take off until these technologies achieve mainstream adoption. Therefore, we should explore the development of dedicated social networking channels that incorporate igaming capabilities.

As we look to the future, our focus remains on pushing the boundaries of technology and delivering exceptional gaming experiences. With a long industry expertise and a passion for innovation, GR8 Tech is dedicated to transforming the igaming sector, ensuring that every player interaction is simple, engaging, and secure. This is my vision, shared by others on our forward-looking team – and I am sure that its implementation will look exciting not just for us, but for the industry at large.