The revolution is upon us: How AI is changing our gaming DNA

On a scale of 1 to 10, how much is AI changing the online gambling industry? We’ve heard a range of answers before… 

From our vantage point at Bragg, AI isn’t just changing the online gambling industry; it has the potential to fundamentally reshape its DNA. Honestly, I would confidently rate its impact as a 9.5 out of 10. AI is no longer a futuristic concept; it’s the silent engine powering the next generation of iGaming. It’s enhancing everything from operational efficiencies and personalised player experiences to robust fraud detection and, critically, advancing responsible gambling measures. For years platform providers and operators gathered terabytes of data. Now is the time to use it to create new intelligence that drives the next wave of excitement for the players and growth for the operators. 

What’s important is that AI will help us all get smarter, more effective. Products can finally be really adaptive. AI is becoming an assistant in all phases of a product lifecycle – even before we start.  

How much can player engagement be boosted by AI? 

AI’s potential to boost player engagement is nothing short of extraordinary

We believe it can lead to a boost of 30-50% in key engagement metrics and even more as the technology matures. Through our proprietary Fuze player engagement toolset, AI-powered game recommendation systems are already delivering more relevant and personalised experiences, and this will become only more intelligent moving forward. AI meticulously analyses player behaviour, preferences and betting patterns in real-time, allowing us to offer dynamic game recommendations, tailored promotions and even adapt game elements to keep players in their engagement sweet spot. This level of customisation transforms a generic gaming experience into an intuitive and highly rewarding journey, fostering deeper player loyalty and satisfaction. 

Are there ever any examples of AI-generated offers or promotions being too ‘robotic’ and the player can see through them? 

Certainly, the risk of “robotic” or inauthentic AI-generated offers is a genuine concern, and something we at Bragg actively mitigate. The key lies in the data about the games and the transactions, down to the smallest detail, the intelligence of the AI and the human oversight guiding it. If an AI is simply churning out generic templates based on superficial or partial data, players will, indeed, see through it. Our approach emphasises a sophisticated understanding of player psychology and context. It is to leverage advanced machine learning models that go beyond basic segmentation, ensuring our AI-driven offers are not just relevant but also delivered with a nuanced understanding of player sentiment, preventing them from feeling impersonal or forced. It’s about crafting personalised experiences that resonate, not just pushing a promotion. 

How much of an advantage is AI for responsible gambling? 

AI is an unparalleled advantage for responsible gambling, a 10 out of 10 in its transformative power. It allows us to move from reactive measures to truly proactive player protection. The scale at which it can analyse and predict patterns is unmatched with humans. AI-driven systems can continuously monitor behavioural patterns – such as increased deposit frequency, escalating betting amounts, or prolonged sessions – to identify early signs of potential risk. Real-time analysis empowers iGaming companies to trigger timely interventions, whether it’s automated alerts, offering self-exclusion tools, or guiding players to support resources. AI enables us to differentiate between active players and those at risk, ensuring appropriate support without imposing unnecessary restrictions.

This commitment to player well-being is not just ethical; it’s foundational to building a sustainable and trusted industry

It’s also very timely on our part, in that the European Union is introducing AI-based legislation which comes into force in August 2026 and calls for more transparency in online businesses. To stay ahead of this, our AI strategy is helping us to introduce this by design. 

Should the industry speak more about just how effective AI can be for responsible and safer gambling? 

Unequivocally, yes! The industry has a responsibility to highlight AI’s effectiveness in fostering responsible and safer gambling environments. While the benefits of AI in personalisation and operational efficiency are often celebrated, its critical role in player protection often remains underdiscussed. By actively promoting AI’s capabilities in identifying and addressing risky behaviours, we can build greater trust with players, regulators and the broader public, showcasing our collective commitment to ethical and sustainable growth. 

How does AI allow Bragg to stand out in the industry, given that there are a number of firms also utilising the same kind of technologies? 

While many firms are exploring AI, Bragg stands out through our holistic and deeply integrated approach to implementing AI across our entire ecosystem. It’s not just about incorporating AI into a single product; it’s about embedding it into our proprietary content development, our powerful Bragg HUB aggregation platform and our Player Account Management (PAM) system. 

Our in-house studios like Atomic Slot Lab, Indigo Magic and Wild Streak Gaming leverage AI to analyse player preferences and market trends, informing the development of innovative game mechanics and themes that resonate with diverse audiences. This data-driven approach ensures our content is consistently fresh, engaging and ahead of the curve. 

Our Fuze toolset is a prime example. It delivers personalised game recommendation systems through an AI-powered games recommendation system, a tool which runs in parallel with things like flash jackpots, sophisticated bonusing, quests and tournaments. This comprehensive suite of tools delivers unparalleled player engagement and boosts operator KPIs. Data driven optimisations enhance operator profitability by providing actionable insights from extensive gaming data, reducing costs and improving product margins. 

Ultimately, our vision as a business is to be an AI-first organisation

To achieve this, we’re working to develop a 360° technology strategy which deploys AI at all points within the organisation, integrating AI into product development and design, user experience, external communications, safer gambling initiatives and internal processes to drive growth and efficiency. 

This pervasive application of AI, coupled with our rigorous human oversight and our commitment to developing our own high-margin proprietary content, creates a distinctive competitive advantage that differentiates Bragg in a crowded market. 

At the rate we are going, how important will AI be to online gambling firms by the end of 2026? 

By the end of 2026, AI will transition from a competitive advantage to an absolute necessity for online gambling firms. It will be as fundamental to iGaming operations as secure payment processing or robust game servers. Firms that haven’t fully embraced and integrated advanced AI capabilities across their platforms will find themselves significantly behind, struggling to compete on personalization, efficiency, security, and especially responsible gaming. AI will be the non-negotiable bedrock for sustained growth and market relevance. 

Finally, returning from the future… What major plans does Bragg have in 2025, and how much will AI impact these plans? 

At Bragg Gaming Group, 2025 is a landmark year for continued strategic expansion and technological advancement, with AI at the very core of our ambitious plans. 

We anticipate significant revenue growth in key regulated markets, particularly in the US and Brazil. AI will be instrumental in this expansion by optimising our go-to-market strategies, personalising content offerings for diverse regional player bases and ensuring seamless integration with new operator partners. Our existing partnerships with industry leaders like Caesars Digital will continue to be bolstered by AI-driven insights, leading to even more effective player acquisition and retention. 

We are doubling down on our investment in proprietary and exclusive content, which consistently delivers higher margins. AI will fuel this drive by providing deep insights into player preferences, enabling our studios to develop even more innovative and localised games that resonate with target audiences. This data-driven content creation ensures we’re not just making games, but crafting experiences players genuinely love.