Artificial Intelligence and the Online Casino Platform


Artificial Intelligence and iGaming Platforms

Within the gaming industry, the digital transformation is a multi-step journey with interconnected goals all programmed to drive product evolution. While once accredited with taking a conservative, rather than impulsive approach, gaming is dawning upon an era that will demand an evolutionary coupling between intelligence technologies and business evolution. This latest phase does not seek to unify the industry, but rather establish dominant competitors through machine learning capabilities available on the most forward-thinking platform and system solutions. Ultimately, the goals of artificial intelligence do not lie in its capabilities, but rather in the implications it will have on how the industry develops.

Since the digital transformation of the gaming market, big data works as the industry’s new currency in attracting, retaining and extending player relationships. When we consider the necessity of gaming systems, software and platforms (the tools that are meant to capture player-based information), customer data then becomes the social and business foundation of the gaming environment. With this in mind, collecting user information is no longer enough to survive in a global information market. Operators must be to work with a technology that is able to store, analyse and act up on player data at near the speed at which it is communicated to the operator. The areas in which we see the most groundbreaking improvements as a result of artificial intelligence include marketing and business intelligence.

In the past few years, monitoring player activity advanced to such an extent, that marketers, business development managers and directors of operations can no longer single-handedly manage and implement the data-based conclusions that have appeared. Big data effectively brought machine learning and cognitive technology to the forefront due to the complexity that is associated with the level of information that we as an industry acquired. Internal stakeholders cannot effectively react to the changing landscape and the systems and platforms that are necessary to conduct online and land-based gaming practices exceed the limits of human cognitive abilities. This means the new wave of technology is upon us: cognitive platforms and intuitive systems that respond to data sets and not data samples.

Currently, the industry is witnessing the first evolutionary steps in cognitive technology in the form of automised processes and machine learning. As innovation emerges, advanced systems and platforms will supplement industry knowledge and experience to increase brand sophistication and player analysis. The first layer of process simplification lies in content curation, with platforms and systems creating customised player presentations on the basis of aggregated data sets and personalised suggestions. This form of deep learning will find order and reason to understanding abstract patterns and create anticipatory customer service that adjusts itself to micro-level activity. Responses will surpass the current “predictive” status and fall under intuitive programming. The defining factors with intelligent technology is that its activity is empirically derived from both complex and varied data and contains high accuracy even on negligible and scarce information.

Platforms such as iCore, now more than ever, perceptively targets players to sharpen industry practices and optimise the digital gaming experience. Features such as content curation, bonus targeting and predictive customer service improve platform sophistication and understanding player decisions. iCore, now more than ever, perceptively targets players to sharpen industry practices and optimise the digital gaming experience.

Following the player journey, we reach targeted marketing campaigns, including bonuses and loyalty programs. Alongside multi-level customer segmentation based on several variable categories, the forthcoming generation of cognitive technology will experiment with product mix, recommendation engines and campaign variations. Gaming technology will no longer be a single dimension product with elementary processes, but a rational operational addition with purposeful actions. Platforms and systems will understand conversions and automise the marketing experience. The word “automisation” will no longer be associated with uniformity, but strategy and modifications to meet personal expectations.

The only way to approach data collection is through customisable business intelligence system and the ways in which companies refine CRM system intuitive creates an almost »objective« format to understanding player behavoiur and curating dynamic content. Player relationships are evolving in a way that are already defined by cognitive functionalities in business and marketing systems. General operator solutions include an autonomous and self-driving marketing automation. Features such as content curation, bonus targeting and predictive customer service will improve brand sophistication in regards to understanding player decisions. The advancement in marketing algorithms will become a key differentiator in terms of how a system will collect customer data, reason with machine learning and act to influence player responses. The focus within cognitive functionalities is more than process automisation, but leveraging player data to create behavioural targetting.

A common misconception with this degree of artificial intelligence is the elimination of the in-house marketer. In reality, cognitive technology will manage the routine tasks whereas marketers will continue to work on understanding the customer, assessing their needs, studying the gaming environment and positioning the brand.

The intelligent-technology experience is now the personifacation of it’s user, having advanced from mass-market campaigns to the space of one-on-one personalisation efforts. Along the leaders of the advanced player-centric platforms include Comtrade Gaming’s iCore, which recognises and sleekly record activity, compartmentalise diverse user preferences and respond intelligently to their anomolies and individual behaviours. Through perceptive technology, this form of predictive player intelligence supports and literally defines acquisition models, responses to campaigns, audience segmentation and player lifetime value. Through benchmarketing, trending and tracking, cognitive technologies can in turn focus on four of the main areas that attribute to the most dynamic benefits: market penetration (targeted strategies for bonusing), product development (multi-channel experiences), market development and diversification (product extensions).

Managing marketing activity in the form of intelligent technology creates profound effects with business processes and business intelligence capabilities. While Comtrade Gaming’s iCore Enterprise Gaming Platform and sCore Gaming Management System already include predictive modeling, reporting and analytics still remain focal points in how the gaming industry shapes and adjusts its strategies. Reporting brings order to information while analysis creates action. Current products fall under both intelligent and analytic systems and through each variation move from reactive to proactive anayltics. Industry demand for real-time dashboards is supported through high interest in the iCore product offer, but the path to success lies in decision automation. In an article on »Why Machine Learning is the new Business Intelligence«, CIO Magazine explains »you want to get to a place where the system is proactively informing you, not just what might happen but what you can do about it.« Internal responses to machine-gathered data should create a series of pathways and solutions to reaching a financial or marketing endpoint in the most effective and efficient way possible.

Each year there is an increasing emphasis on responsible gaming and fostering cooperation between gaming regulatory agencies and their industry counterparts. Integrity is the backbone of regulated markets and, resonsible gaming measures are an integral part of our multi-channel products. Even fraud can be mitigated with intelligent systems assess individual player patterns and recognise fraud tactics.

As technology continues to work alongside human potential to diminish the gap in functionality and complex processing mechanisms, internal stakeholders will become increasingly reliant on time-sensitive data and swift reactions to optimise land-based and online game offering. High-level success do not only include platform and system strength, but the quality of data gathered from player activity. Overall, it is a process of business intelligence, customer acquisition, campaign programming and multi-channel offers that cognitive technology will enhance to curate player journeys and experiences. To place less emphasis on artificial intelligence is to deny its ability to increase market share, drive the bottom-line, increase customer loyalty, brand operations and evolve business.

This also aligns with our machine learning capacity as well as the responsible gaming module that is engrained within both land-based systems and online platforms. Predictive customer behaviour is very much bound to preventing fraud and data breaches. By monitoring financial activity, card usage and playing patterns monitoring within our platforms is not only reaction-based but anticipatory. It recognises within these types of products that artificial intelligence can simultaneously monitor, control and diagnose anomalies and effectively manage all connected processes. Machine learning is more than a marketing benefit, but an all-inclusive feature that smoothly maneuvers through business mechanisms. This year’s industry focus will highlight how the platform can create financial value through the high degree of customisation offered by intelligent platforms infrastructure.

The digital evolution is nothing new, but it helps drive consistent strategy that improves customer experience and assures top-line growth. Investing in artificial intelligence to optimise traditional know-how only energises current and emerging business models. To summarise, it the combination of strategy and technology that drives the digital movement.


Aleš Gornjec Bio:

Aleš Gornjec founded the Comtrade Group’s gaming division and serves as Comtrade Gaming’s General Manager. Comtrade Gaming is an independent software supplier to the gaming industry that delivers open gaming platforms, casino management systems and professional services to both online and land-based sectors.