AI is a vital tool for engaging players on online gambling platforms, especially as recent UK survey data shows that 47% of adults gambled in the past month.
AI and player engagement. Does it really matter?
In terms of engagement, players receive personalised games recommendations as these systems analyse player behaviour, preferences and betting patterns in real time. Beyond games recommendations, players can even receive tailored promotions according to their activity.
While this can be mutually beneficial for both players and operators (operators cement a bond with their players while players feel catered to) it also raises questions about intrusion and autonomy. Are these highly personalised AI-driven experiences infantilising casino players? After all, before the advent of AI, players had to manually select games and make independent decisions about how to play and when to play.
The reality of AI solutions
Although it may feel like operators are taking a spoon loaded with AI and asking players to open wide (here comes the aeroplane) the intention is to provide guidance and personalised recommendations rather than force specific choices. Take, for example, Mindway AI's partnership with ATG in Sweden. The collaboration introduces the GameScanner behavioural monitoring system to strengthen ATG's safer gambling framework, particularly at a time when Swedish regulators are raising standards for player protection.
Similarly, Gmonitor's AI and analytics platform tracks market data across multiple countries, consolidating information from regulators and regional authorities to provide comprehensive insights. While this level of monitoring might feel intrusive, it gives operators a clearer view of trends, operational performance and emerging risks. By offering real-time analysis and contextual intelligence, the platform helps companies make faster, more informed decisions.
AI and responsible gambling
AI is gaining momentum as a tool for responsible gambling, helping operators proactively identify at-risk behavior and implement safeguards. Recent regulatory shifts, such as PAGCOR's mandatory e-wallet de-linking in the Philippines, expose the increasing role of technology in ensuring player protection AI has become a critical tool for responsible gambling, enabling operators to move from reactive measures to proactive player protection. Its ability to analyse large volumes of data exceeds human capabilities, allowing continuous monitoring of behavioral patterns. Real-time insights make it possible to identify early signs of risk and trigger timely interventions, including automated alerts, access to self-exclusion tools or guidance toward support resources.
AI helps ensure appropriate support without imposing unnecessary restrictions. This is also essential for building a sustainable and trusted industry. The timing is also critical for operators like Bragg Gaming, who recently expanded its European footprint by partnering with 711 Group in Belgium. The European Union's AI legislation, coming into force in August 2026, will require greater transparency in online business practices. Integrating AI into operations positions companies to comply with these regulations.
What would casino gaming without AI look like in 2025?
Realistically, casino gaming without AI in 2025 would be like trying to use a smartphone without Wi-Fi or data. Without AI, managing casino gaming would be slow and time-consuming for players and operators. Players would spend more time manually choosing games and tracking bets, while operators would need to analyse behavioral patterns and risk indicators by hand. The experience would be even more debilitating now, given how players and operators have come to expect the speed, personalisation and predictive insights that AI already delivers. By 2026, the challenge will be ensuring AI supports personalisation and responsible gambling while giving players control over their choices, so operators can remain "on the ball" without being overly intrusive.
In 2025, with most industry advertising already AI-generated, the next step is fully automated, real-time and context-aware communications, delivering highly personalised promotions and notifications directly to players
