Roundtable: Innovation and AI in retail gaming

Mark Harper is the Managing Director of Grosvenor Casinos, a role he has held for over two years. Throughout his career, he has amassed experience in a variety of sectors spanning across the UK. His previous posts include a range of executive-level appointments, including a stint as CEO of Park Leisure in the North of England.

Paul Sculpher first began working in the retail gambling sector 35+ years ago and, in that time, has managed numerous land-based casino and sportsbook operations across the global gaming industry. Currently and for the past 17 years, he has managed his own consultancy firm in the European casino landscape, advising major operators and local governments on development, licensing and operations.

Chow Bong Weng, General Manager of Sales Support & Marketing at RGB Limited since 2019, oversees the distribution of leading slot machine brands across Southeast Asia.

Daniel Huber is a member of the Amatic Industries marketing team, with overtwo years of experience managing the manufacturing and supplication of land-based gaming solutions, casino cabinets automated multiplayer systems and video lottery terminals. 

What have been the standout recent innovations in retail casino

John Connelly: The most impactful innovations in the retail casino sector are those that enhance the player experience. In the modern world, players expect more than just the game itself; they’re looking for an environment that combines excitement, interaction and innovation. For me, one standout example is the emergence of amusement-style content on the gaming floor – especially those that manage to achieve an experience that is intuitive, engaging and visually immersive.

Mark Harper: Perhaps the first innovation for me to broadcast from a casino perspective is being able to link our entire estate of electronic gaming terminals to a central ‘studio’. This has allowed us to launch multi-terminal, multi-site progressive games offering. We have also seen significant developments in slot machine technology. Improvements in screen technology and graphics have allowed us to deliver more exciting machines with the addition of larger curved screen machines with HD sound and exceptional graphics. When talking about innovation, I also must acknowledge facial recognition. It is still early days in seeing the impact of FR within the casino sector, but it will provide a wealth of opportunity in supporting more frictionless customer journeys. 

Paul Sculpher: Across the industry, people have become very interested in the practical use cases of facial recognition recently – for many years it was “kind of” workable, but when major UK operators begin relying on it in key sites to keep the cheats, thieves and self-excluded members out of their business, it is a clear indicator that the technology is becoming viable. If our tiny sites in the UK can afford it, then the monster casinos overseas will be getting value from it too. Elsewhere, the quality of optical processing is now almost good enough to rely on for player tracking, too.

Chow Bong Weng: For me, I’d like to point out Smart tables that use RFID and computer vision to track chips and cards as a key recent innovation – as this has helped improve game integrity and data collection. As Paul mentioned, facial recognition and biometric authentication have been integrated into loyalty systems for seamless rewards tracking and enhanced security. Meanwhile, immersive game environments using LED walls, directional audio and interactive flooring are transforming casino floors into dynamic entertainment zones. Additionally, hybrid cashless systems combining mobile wallets and cardless account access are reducing friction in gameplay.

Daniel Huber: The retail casino sector has seen notable innovations that significantly enhance both player experience and operational standards. One of the standout developments is the rise of linked-progressive jackpot solutions. These systems foster a sense of community play by allowing multiple machines to be connected, creating larger prize pools and heightening excitement across the gaming floor. At the same time, technological advances in player protection have become increasingly important. Biometric tools such as fingerprint authentication and other secure identification methods provide a higher level of safety and ensures responsible gaming practices. These innovations demonstrate how the industry is combining entertainment with security, meeting player expectations while reinforcing trust and integrity. Together, these innovations represent a strategic balance between entertainment, security and sustainability, driving the retail casino sector into a more modern and forward-looking era.

Do you see a future for predictive AI technologies in the world of land-based gaming  

John Connelly: 100%. Predictive AI has the potential to transform everything from player engagement to operational efficiency. Imagine using real-time data to dynamically adjust game availability, optimise yield management and forecast player behaviour to deliver truly personalised offers. These capabilities can make gaming floors more responsive, more engaging and more profitable. At Interblock, we have already begun integrating advanced analytics to help operators better understand machine performance and player preferences. Predictive AI is the natural evolution of that work – but companies in my opinion should always focus on ensuring that new technology enhances the player’s experience as much as it drives results for the operator. 

Mark Harper: Without a doubt. AI is already providing much improved capability in venues to optimise floor layouts and product availability to enhance the customer experience. As our understanding develops, we will also be able to use AI to provide a much more tailored experience through personalised offers based on real time data analytics. Predictive AI should also prove invaluable to enhancing player protection and allowing for more effective and timely safer gambling interactions.

Paul Sculpher: The tech comes first, the use cases come later. I’d be lying if I said I thought I could predict with any accuracy where this is all going – if I was that future orientated I’d be in the shiny new online casino world, not the smelly old offline casino sector – but there are a few areas where you’d expect to see AI traction. Marketing is definitely one – CRM is an obvious beneficiary of AI sophistication, analysing reactions to campaigns and so on. The ability to delve into minute detail to set up campaigns is also an area that might bear fruit – seemingly irrelevant patterns of visitation or play might be indicators of how to market to a player. Cheat detection is also likely to be enhanced by more sophisticated technology and optical is certainly part of the picture, but applying AI to use evidence gained from many cheating scenarios could generate behaviour predictors that the human eye and processing power simply can’t. 

Chow Bong Weng: Absolutely. Predictive AI has a strong future in land-based gaming as casinos increasingly seek data-driven strategies to enhance both operations and player engagement. Facial recognition and player tracking powered by AI can identify VIPs, detect banned individuals and personalise service in real time. Predictive analytics can anticipate player preferences, optimise floor layouts and adjust machine placement or game mix. On the marketing side, AI can forecast player behaviour, enabling highly targeted offers and promotions. Beyond revenue, AI can also assist in responsible gaming by flagging early signs of problematic play. As hardware costs fall and data integration improves, predictive AI will likely become a core part of casino strategy, offering a competitive edge in a crowded market.

Daniel Huber: Predictive AI technologies hold significant potential in land-based gaming. By analysing player behaviour patterns, AI can provide valuable insights into engagement, helping casinos optimise game placement and floor layouts to maximise the player experience. Beyond this, AI can enhance operational efficiency by forecasting peak periods, staffing requirements and maintenance needs, allowing operators to run their venues more effectively and reduce downtime. Additionally, predictive analytics can inform game development by identifying features and jackpot structures most likely to attract and retain players. Collectively, these applications demonstrate how AI can drive data-informed decisions, fostering innovation and operational excellence in the evolving land-based gaming sector.

RG advocates are calling for more cashless casino products. How would you approach this

John Connelly: Responsible gaming should be at the forefront of new technology and cashless solutions are no exception. The priority, in my opinion, is to make them intuitive and easy to use at the point of sale to ensure that players clearly understand how to control their transactions. One of the greatest challenges is integrating multiple platforms while navigating the technological and regulatory requirements that govern how players wager and access funds in a casino.The most effective path forward is close collaboration with regulators, operators and responsible gaming advocates to develop solutions that balance innovation, accessibility and player protection. 

Mark Harper: The Government White Paper sets out the opportunity for increased cashless opportunities on machines, allowing customers to buy in using a card or phone, subject to additional controls. This is a logical modernisation of casinos and brings casinos in line with the high street with the same level of choice in payment options. This will also allow operators to reduce the costs and risks of holding cash and, indeed, of customers holding cash – which can be a security risk as they leave the venue. Overall, it is certainly a very welcome development and will broaden the appeal of casinos.

Paul Sculpher: I think mandatory carded play is increasing across the world. In a society where any risk that can be reduced has to be squashed down to a minimum, the ability to gamble without being properly tracked (perhaps in the context of the player having already had to show the casino their spending power) is going to be less and less common in the regulated sector.

Whether it’s actually cashless, or whether its cash based but 100% tracked, it’s clear that proper measurement will help to monitor gambling levels, then identify and limit problem gambling. 

Chow Bong Weng: My approach to expanding cashless casino products would start by reframing them as part of an “integrated guest experience” rather than just a payment method. I would develop a multi-channel system where a single secure digital wallet links gaming, dining, entertainment and hotel stays, creating one fluid spending environment. Instead of simply moving cash to digital form, the system could incorporate features like “dynamic budgeting,” where players set session-based budgets that refresh only under pre-agreed conditions and “play insights” that show real-time trends in a guest’s activity. 

Daniel Huber: Introducing cashless products in casinos requires a balanced, gradual approach. Operationally, these systems offer clear benefits; enhanced security, faster check-ins and quicker deposits and withdrawals. Players can load funds onto a card and use them instantly across multiple machines or tables, reducing cash handling for staff and improving overall efficiency. A phased rollout allows players to adapt comfortably, with cashless solutions complementing rather than fully replacing traditional cash options. This approach enables casinos to integrate modern payment technologies successfully while maintaining a responsible, player-friendly gaming environment.

How important are the visual elements of a casino floor for customer acquisition and retention

John Connelly: Visual elements are undoubtedly paramount to any user experience. At Interblock we always try to go beyond simply decorating the floor as we think it’s important to create fully immersive environments. One technique to help achieve this is combining multiple product segments in a single area. This fusion of striking visuals, cohesive product integration and immersive layouts not only captures attention but sustains it – driving higher engagement, encouraging longer play sessions, and fostering stronger connections between players and the casino. Over time, these enhanced experiences translate into increased time on device, repeat visitation and long-term loyalty.

Mark Harper: I am not sure there is much that is more important! At Grosvenor Casinos we always try to bring craft and heritage into our gaming experiences, both online and in venues. Graphics that capture the eye and draw the customer to products whether this be on slot machines, ER machines or on table displays are fundamental to the retail casino experience. We work closely with data analytics to identify gaming hot spots and aim to place products in those locations of most appeal to our customers. It is important that there are quieter more relaxing spaces where customers can take a break, chill out and socialise. We should also not forget the importance of our colleagues. A friendly smile, warm welcome and a fantastic farewell probably have a greater impact on customer acquisition and retention than anything else.

Paul Sculpher: There’s such a huge range of how casinos can be presented. From the beautiful Wynn in Las Vegas to your average high street UK casinos, the former is a spectacular visual experience, while the latter tends to lean towards an experience that is more comfortable and cosy. The difference is in what you’re trying to achieve. On a Strip full of visual extravaganzas, you have to be spectacular to stand out and lure people in from the pavement, while in the UK – or any other high street casino environment – people are generally there because they came specifically to visit the casino, so the nature of the floor can and should be different. One thing’s for sure – while the look of the place might be the hook to getting you in the door, it’s way down the list in terms of retention factors. There’s one casino in Vegas which, while incredibly spectacular, we no longer play at because of appalling at-slot drinks service. Shiny bells and whistles only get you so far!

Chow Bong Weng: Visuals are huge. The look and feel of a casino floor can make a strong first impression and set the tone for the whole experience. Lighting, layout, signage and even the design of the machines all play a role in drawing people in and keeping them engaged. It’s not just about being flashy, it’s about creating a space that feels exciting, comfortable and easy to navigate. A well-designed floor can definitely boost both acquisition and retention.

Daniel Huber: Visual elements on a casino floor play a very important role in both attracting and retaining customers. Among these is the design of cabinets, which should draw players in through appealing aesthetics and thoughtful lightning while ensuring the game content remains the central focus. In addition, structural features such as LED jackpot signs effectively capture attention and generate excitement, enhancing the overall atmosphere. When executed well, these visual elements create a welcoming and engaging environment that encourages players to explore the floor and return for future visits. Visual elements serve not only a decorative purpose, but also as a strategic tool for retaining customers.