Artificial intelligence for 2024 – Demographics, marketing and personalisation

Sourced from its iGaming Trends 2024 Report, supplier SOFTSWISS breaks down how AI can be used within the iGaming market.  

softswiss data ai

The iGaming industry at the present stage is deeply integrated with artificial intelligence (AI) and machine learning (ML) advancements, with major brands embracing these technologies.  

Known for its forward-thinking approach, the iGaming sector has swiftly recognised the potential of AI, resulting in its rapid implementation across various domains like marketing, design and player experience customisation. This rapid adoption underscores how AI is revolutionising not just operational efficiencies but also enhancing personalised and secure user experiences. 

The findings from our survey reveal a clear consensus: whether it's experts from Softswiss or industry stakeholders, all agree that AI is poised to become a foundational technology. 

While ML falls under the umbrella of AI, providing algorithms that enable AI systems to learn and adapt, we will discuss them together for clarity, acknowledging that each application entails a distinct mix of tools and technologies. 


AI and ML play a crucial role in optimising marketing strategies by analysing player behaviour and engagement patterns. This allows for tailored promotions, advertisements and outreach efforts, ultimately leading to improved return on marketing investment (ROMI). 

Predictive analytics: Casinos leverage predictive analytics to anticipate high-value player behaviours, enabling them to customise promotions for enhanced player retention. 

Player segmentation: AI assists in categorising users according to their preferences and behaviours, facilitating highly targeted marketing campaigns. 

Personalised gaming experience 

AI can personalise gaming experiences according to personal preferences, improving engagement and enabling longer player retention. 

Recommendation systems: Platforms recommending games and bets based on players' past behaviours. 

Player behaviour analysis 

With ML, iGaming platforms can analyse player behaviour to discern patterns, thereby improving user experience and identifying potentially problematic gambling behaviours. 

Anomaly detection: Identifying unusual player behaviours which could indicate cheating or fraud. 

Churn prediction: Predicting when players might leave the platform, allowing for timely interventions. 

Game development and testing 

AI and ML accelerate game development by automating testing and offering insights for enhanced game design informed by player feedback and behaviour. 

Player feedback analysis: Analysing player feedback through ML to make data-driven improvements in game design. 

Endorphina's “Joker Ra”: First AI-designed slot game. 

Evolution's midjourney tool: Created 80% of artwork for a new slot game, speeding up the design process. 

iGaming brand design 

The integration of AI capabilities in design and layout creation has revolutionised the process of establishing brand identity, resulting in a faster and more streamlined approach than ever before. 

Softswiss’ webstudio generative AI: Streamlines initial layout creation, generating diverse image layouts for further refinement, expediting the design process. 

Chatbots and virtual assistants 

AI-powered systems improve customer service by delivering instant responses to queries, aiding in troubleshooting and seamlessly guiding users through the gaming platform. 

24/7 customer support: Chatbots provide round-the-clock support, handle common queries and escalate complex issues to human agents. 

Game assistance: Virtual assistants help players understand game rules, provide tips and ensure a smooth gambling experience. 

Security and fraud detection   

These technologies can monitor and analyse vast volumes of data in real-time, effectively detecting and preventing fraudulent activities. 

Real-time fraud detection: Identifying suspicious transactions or account activities and taking immediate action to prevent losses. 

Account verification: Utilising AI for biometric verification to ensure the security of player accounts. 

Softswiss real-time data tool: Detected suspicious activities saving operators EUR 14m+ in 2023 by processing over 100 thousand requests, ensuring a secure iGaming environment.

Responsible gambling measures 

Responsible gambling can also be promoted by AI, which identifies and alerts potentially problematic gambling behaviour while enforcing self-exclusion policies. 

Behaviour monitoring: Monitoring player behaviour to identify signs of problem gambling and suggesting self-exclusion or other help. 

Self-exclusion enforcement: Ensuring players adhere to self-exclusion agreements by monitoring and blocking access when necessary. 

Tabcorp and Mindway AI: New AI-powered technology to identify and assist potential problem gamblers early.

Softswiss responsible gambling risk-scoring tool: Created to monitor risks associated with problem gambling more effectively.

AI potential risks 

While the benefits of AI are substantial, employing them requires careful attention and proactive management to mitigate potential risks. Findings from the World Economic Forum survey reveal that between 5% and 7% of respondents anticipate high severity impacts from AI in the near future. Looking ahead a decade, this concern intensifies, with 27% foreseeing significant consequences. 

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