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Author Boris P., Head Affiliates at Alpha Affiliates
ChatGPT, and other large-scale language modeling applications, have fueled AI discussions in every industry. These technologies show how AI can improve operational efficiency, cost effectiveness and personalized experiences.
This is especially true in the iGaming industry. The entire industry is experimenting across a wide range of services to understand its potential, limits and how it can be integrated effectively. This experimentation shows that the iGaming sector is willing to embrace innovation, unlike other sectors who are traditionally slow to respond to new technologies.
I believe that a measured, objective approach to any new technology is necessary. This means that iGaming companies should be more critical than just adopting AI and promoting its benefits. Prioritizing the needs of customers, partners and their wider professional network is essential.
Alpha Affiliates has taken this approach. Through our adoption and experimentation of AI, we have identified three trends that could revolutionize the iGaming Industry.
AI personalisation
AI offers many benefits, but the ability to create tailored user experiences is one of them. AI can analyze and collect reams and reams data that is attributed to a specific customer. It can then identify trends and patterns and, in the case online browsing, determine what type of content they will engage with.
Netflix and Spotify have made AI personalization famous, showing how it can work and what unique content can be offered through its use. These advantages can be applied directly to iGaming.
In the future, we will see more tailored gaming (or intelligent games development), ranging from the personalisation of game difficulty and game recommendations to the way in which a gaming interface is presented. AI-driven targeted advertising and in app purchases can support long-term engagement strategies for website hosts.
I believe that the most important element of AI personalisation, from my perspective, is player satisfaction. To deliver an enjoyable gaming experience that is tailored to the individual, we must strive to do so. This mission is to create an enjoyable customer experience. Personalisation, gaming recommendations, and engaging content all play a part. This is ultimately what players want.
Fraud prevention
All iGaming sites have as a primary objective the prevention of fraud to ensure that their players, partners, and industry are able to trust them. Fraudsters use specific tactics to try and exploit iGaming sites for monetary gains. They include the creation of multiple accounts with different names, self-exclusion and chargeback fraud, as well as using stolen IDs in order to bypass Know Your Customer checks.
The iGaming industry has a high priority to counter such threats, which requires significant time and resource investment. AI systems are well positioned to detect and respond to fraud in real time. The ability of AI systems to identify patterns and anomalies, such as cheating and report the threat, allows them to do this.
AI can also prevent bonus abuse, by identifying multiple account created by the user. It can also detect affiliate fraud which is a form of false advertising and low-quality traffic, which eats up marketing budgets.
I am convinced that iGaming platforms must actively embrace AI in order to maintain fairness and security. It should not, however, be seen as a panacea. AI, in other words, is a tool that should be strategically deployed by website administrators to ensure they are better placed to protect their sites from fraudulent activities.
Client Support
The trend of personalization is a final one to be noted, not only in iGaming, but also across the business world. Client support provides players with 24/7 support and help via AI-powered bots.
Chatbots are slowly being integrated into customer service services. Originally, they were used to resolve simple issues. These chatbots refer customers to human agents for more complex issues. AI has enabled chatbots to become more sophisticated. They can now handle complex situations, and provide more tailored advice. Chatbots are now more human-like thanks to Natural Language Processing (NLP) and Machine Learning.
AI streamlines customer service processes and improves customer satisfaction, loyalty, retention, and overall customer satisfaction. Alpha Affiliates has been focusing on this area in particular.
Using AI in iGaming
AI is transforming iGaming in many ways. Fraud prevention, personalization and client support are only a few. Real-time data monitoring and customer support, as well as the use of AI to implement responsible gambling initiatives are other trends.
If we take a step away from the implementation, I think there’s a larger philosophical point that many in the iGaming industry should be aware of. AI is a powerful tool that can deliver many benefits. We must use AI to achieve larger goals, but we must be careful to do so in a controlled manner. AI, to borrow a phrase from the movie, is a tool that helps achieve a larger objective.
This means that anyone in iGaming who is considering integrating AI must always ask why. Why do I require this particular type of AI in my game? What do I hope to achieve? What will it do to improve our way of working? The key is to be critical and avoid a blind, wide adoption of AI.
These questions should center on two priorities. The two priorities for me are to protect and improve the needs of players, and set a new benchmark in the industry that promotes greater credibility and trust.
In terms of understanding the potential uses of AI in iGaming, we are still at the beginning. It’s an exciting time. As long as we approach AI in a critical, intelligent manner, there will be significant benefits.
Boris is the Head of Affiliate Department for Alpha Affiliates, a leading advertiser and director in iGaming. He has a vast amount of experience in affiliate marketing and communication with webmasters. He has signed major deals in Sweden, the Netherlands, and is responsible for the growth of Alpha Affiliates.
