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What Artificial Intelligence Means for the Casino Industry
Any marketing specialist worth their salt will tell you that Artificial Intelligence is fundamentally transforming the casino industry. It is reshaping the way in which we operate, cater to players and manage their experiences.
Working at Mr. Gamble, I am quick to embrace everything new and innovative but I believe the industry as a whole will greatly benefit from more companies realizing the potential of this technology.
The Evolution of AI in Online Gambling
Throughout the eventful journey of AI’s integration into the industry, it evolved from a novel tool for data analysis to a crucial component in virtually every aspect of the gambling sector.
In the late 90s, during AI’s initial foray into gambling, its role was basic. It mainly focused on data analysis for operational efficiency and understanding customer patterns.
It wasn’t until the mid-2000s that the advent of more sophisticated machine learning algorithms led to predictive analytics. Casinos began using AI to not only analyze past behaviors but also predict future player preferences and trends. A decade later, AI systems even became capable of identifying and responding to suspicious activities.
Finally, nowadays the focus shifted once again, with new casino sites increasingly relying on AI to monitor player behaviors for signs of problem gambling.
As a CMO whose career has been closely tied to the industry for many years, I’ve experienced these changes firsthand. Surprisingly, AI often goes underappreciated, with many people either taking it for granted or choosing to ignore its benefits. With this in mind, I’d like to highlight the ways in which AI is helping the industry.
Enhancing Customer Experiences With AI
One of the most exciting applications of AI is in personalizing the customer experience. Imagine a scenario where a player walks into your casino, and AI-driven systems analyze their previous behavior, suggesting games that align with their preferences. The player wouldn’t have to scroll through the entire game library to find 3D slots or virtual poker.
This isn’t a far-fetched future; it’s happening now. By leveraging AI, we’re not just offering games but curating experiences that resonate with each individual, making them feel valued and understood.
AI in Fraud Detection and Security
Another critical aspect where AI has been a game-changer is security and fraud detection. AI algorithms can monitor gaming patterns, spot irregularities, and flag potential cheating or fraud. This capability is crucial in maintaining the integrity of our games and the trust of our players.
As a CMO, I understand that a casino’s reputation hinges on its fairness and security, and AI is instrumental in upholding these values.
A Boon for Marketing
From a marketing perspective, AI is a potent tool. It streamlines operations, automates mundane tasks, and provides insightful data that guide our marketing strategies.
Common wisdom dictates that for every 1 hour spent on creating ads, at least 2 hours should be spent on researching the target demographic. AI helps us cut down this work significantly, by segmenting our audience, understanding their behavior, and predicting trends. This leaves us with more time and energy to craft targeted and effective marketing campaigns.
With Christmas on the way, perhaps it’s time those on the fence dipped their toes into AI-assisted marketing.
Technological Limitations: AI and Biases
As I was writing this piece, it occurred to me how saccharine this all sounded, so I’m inclined to add a spoonful of salt. Long story short, AI is made by humans and thus may sometimes exhibit the same logical pitfalls as the rest of us.
A famous story about a faulty soap dispenser showed that even technology can show signs of racial bias. Trained exclusively by a group of researchers with pale complexion, the sensor did not trigger upon seeing darker skin, resulting in entire demographics of people not getting to use a simple soap dispenser.
Another story is about a Chinese woman whose friend was supposedly able to unlock her Face ID-protected iPhone X. The facial recognition software was plagued by the same bias as its soap-dispensing colleague.
This bears repeating: the AI technology by itself is neutral. AI systems are only as good as the data they are trained on. Poor quality, biased, or incomplete data can lead to inaccurate or unfair outcomes.
While the old adage of “A poor craftsman blames his tools” was invented way before the coming of AI, its wisdom is as true as ever.
Other Challenges and Ethical Considerations
Speaking from personal experience, using AI is incredibly addictive. There is temptation to allow AI to remove all of your bottlenecks – perhaps a leftover from the startup industry with its commitment to solve everything with technology – but we must be vigilant of its shortcomings.
AI algorithms, especially those based on deep learning, can be highly complex and operate as “black boxes,” making it difficult to understand how they arrive at certain decisions or predictions. This lack of transparency can be a significant issue, especially in areas where explainability is crucial.
There is also public skepticism and mistrust towards AI, especially in sensitive areas like gambling and adjacent areas like digital art. Building and maintaining public trust is essential for the successful adoption of AI technologies. Used inappropriately, AI can exacerbate problem gambling instead of helping us identify and support those in need.
Lastly, remember that people are your most valuable resource. While AI can remove some of the pain points, it can never substitute the real person behind the screen. Some of the best ideas in Mr. Gamble’s history came as a result of just a simple ChatGPT prompt but team brainstorming.
Embracing AI for a Sustainable Future
AI is not just a technological advancement for the casino industry; it’s a paradigm shift. Despite some of the challenges, both ethical and technological, I still see AI as an invaluable ally in understanding our players better.
Whether you agree with this or not, the future of casino gaming from now on is intertwined with AI, and we at Mr. Gamble are excited to be at the forefront of this revolution, embracing the myriad opportunities it presents.
BMM Innovation Group
BMM Innovation Group to Spotlight Product Compliance, Cybersecurity, and Training Expertise at CGS Recife in Brazil This Week
BMM Innovation Group (“BIG,” “BIG Group,” “BMM,” or the “Company”), a technology conglomerate focused on product compliance testing, training, and cybersecurity solutions, will participate in the CGS Recife show on August 21–22 at the Recife Expo Center in Recife, Brazil.
On Thursday, August 21, from 12-12:25 p.m., Marzia Turrini, BMM Testlabs’ President, iGaming & Cybersecurity, will deliver a keynote address on “Cybersecurity & Compliance: Safeguarding Operational Integrity in iGaming’s New Digital Era.” Turrini, named Latin America ‘Leader of the Year’ at the SBC Awards Americas earlier this year, will deliver a presentation that will cover how operators and suppliers can integrate robust cybersecurity measures with strong compliance practices to protect revenue, reputation, and regulatory relationships.
BMM Testlabs has a long-standing commitment to supporting the growth and integrity of Brazil’s evolving gaming industry. As a trusted partner to regulators, suppliers, operators, and industry stakeholders, BMM works closely with regulatory bodies and state lotteries to ensure technical compliance, transparency, and responsible gaming.
With a test lab and office in São Paulo backed by BMM’s years of experience serving the Latin American market, the Company offers local knowledge and support combined with global expertise. The digital and land-based services and solutions that BMM can provide in Brazil include product testing and certification, inspections, field audits, technical evaluations, and advanced cybersecurity solutions through BIG Cyber. BMM also provides compliance-grade expert-led training on responsible gaming, AML, human trafficking awareness, fraud prevention and detection, and many other topics through RG24seven Virtual Training.
Turrini said, “Brazil is one of the most exciting gaming markets in the world, and BMM is proud to be part of its growth story. At CGS Recife, we’ll demonstrate how trusted product compliance, paired with cybersecurity and virtual training tailored for the gaming industry, can protect operations, build player trust, and strengthen the market. With our new São Paulo test lab and dedicated Brazil team, we’re committed to providing regulators, suppliers, and operators with the local expertise and global strength they need to succeed.”
The post BMM Innovation Group to Spotlight Product Compliance, Cybersecurity, and Training Expertise at CGS Recife in Brazil This Week appeared first on Gaming and Gambling Industry in the Americas.
Sports marketing consultancy Strive Sponsorship has brokered a multi-platform content and media partnership between SBK, the fast-growing, data-led sportsbook app, and Premier Sports, the premium sports broadcaster in Ireland and the UK.
The deal sees SBK become the official sponsor of Premier Sports’ ‘Scottish Football Social Club’ podcast – a YouTube and audio series that brings sharp, irreverent takes on all things SPFL. SBK will also support and feature in social media content for LALIGA and Scottish Premiership football throughout the 2025/26 season, marking a major step in SBK’s expansion into Ireland and broader UK football media.
In addition, Premier Sports subscriptions will be offered to SBK customers as part of exclusive promotional packages, enhancing access to premium football content and increasing brand loyalty.
“We’re proud to have connected two smart, fan-focused challenger brands in this deal,” said Malph Minns, Managing Director at Strive Sponsorship.
“This partnership brings together content, distribution and fan utility in a way that few betting brands are doing today. SBK’s focus on value aligns perfectly with Premier Sports’ growing football community and media reach. It’s exactly the type of strategic, insight-led activation we specialise in.”
This partnership follows Strive’s work building SBK’s sport sponsorship portfolio across football clubs across the UK and Ireland — with a consistent focus on content-driven, fan-relevant assets that deliver beyond traditional branding.
Adam Baylis, Marketing Director at SBK, said:
“This is a really exciting move for us. Being part of Premier Sports’ LALIGA and SPFL social content gives us powerful visibility in key communities. We’re all about giving fans more value, and with Premier Sports subscriptions now available to our customers, this partnership delivers on that promise.
“It’s been great working with Strive on this deal. What sets them apart is their ability to go beyond just brokering deals — they bring structure, insight, and creativity to the whole process. Their work continues to deliver brand value that aligns tightly with our marketing objectives.”
Shane Hogan, Head of Marketing at Premier Sports, added:
“We’re delighted to welcome SBK on board. They bring a fresh approach to the betting space and have a real focus on fan-first activation. This partnership gives our content new momentum, especially on social and podcast platforms, while giving our audience access to great offers and added value. It’s a win-win.
“Strive has been a pleasure to work with. Their expertise was clear from day one. They don’t just connect brands and rights holders — they engineer partnerships that work commercially, creatively, and for the fans. We’re excited about what this one will deliver.”
The post Strive Connects SBK and Premier Sports in Multi-Platform Football Tie-Up appeared first on European Gaming Industry News.
SOFTSWISS, a global tech provider of iGaming software solutions, has unveiled its latest report on Latin America’s iGaming landscape, providing a comprehensive, data-rich guide for operators navigating one of the industry’s fastest-evolving regions.
After becoming the first certified iGaming software provider in Brazil and obtaining further approval in Peru, SOFTSWISS has deepened its regional expertise to help operators, regulators, and stakeholders better understand and operate within the dynamic LatAm iGaming market.
As the iGaming sector turns its eyes toward emerging markets, Latin America stands out as both a challenge and an opportunity. The newly released Latin America’s iGaming Market Overview from SOFTSWISS offers a detailed, country-by-country analysis of the region’s regulatory frameworks, market potential, and player behaviour.
The report serves as a starting point for understanding gambling regulation across Latin America. It helps analysts, governmental institutions, and operators solve the problem of scattered and unclear information about the market peculiarities of the region’s countries, equipping stakeholders with the knowledge to build strategies grounded in local realities.
What’s Inside the Report?
The iGaming in Latin America Market Overview examines 19 jurisdictions and outlines their licensing conditions, taxation models, local ownership requirements, and digital infrastructure, which collectively shape the operating landscape. The 2025 edition offers:
- Detailed regulatory snapshots for land-based and online gambling in LatAm countries
- In-depth assessments of mobile penetration, payment infrastructure, and demographic trends
- Analysis of traditional betting culture and its impact on online product strategies
- Insights into upcoming reforms and their competitive implications
Many local experts note that the Latin American market is highly fragmented, with each country presenting its own unique regulatory landscape for iGaming. From Costa Rica’s legal grey zones to Paraguay’s border casinos and Brazil’s regulatory leap with Law No. 14.790, the report underscores how nuanced and fragmented the market remains. Understanding distinct frameworks is critical for any operator looking to succeed in the region, whose potential is really powerful when approached strategically.
Magnho José, President of Instituto Jogo Legal (IJL), comments: “Costa Rica’s open licensing model has positioned the country as a global hub for online gambling, serving operators from both Latin and North America. Meanwhile, border zones like Ciudad del Este in Paraguay host some of the region’s most established land-based casinos. Latin America’s market isn’t just growing, it’s geographically layered and commercially diverse.”
The SOFTSWISS overview gives operators a clear, data-informed view of where the region stands today – and where it is headed next.
Dario Leiman, Head of Business Development in Latin America at SOFTSWISS, shares his excitement: “With Brazil’s full-scale iGaming regulation now in place, SOFTSWISS is fully ready to operate in the market. In parallel, we’ve been evaluating opportunities in other Latin American countries. This report is more than a regional snapshot – it’s a practical tool for any operator looking to eliminate the guesswork from market entry and make informed decisions.”
The Latin America report is part of a broader effort by SOFTSWISS to deliver strategic, market-specific intelligence for iGaming professionals. Earlier this year, the company released the iGaming in South Africa 2025 report – an in-depth analysis of one of Africa’s most promising regulated markets.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Releases 19-in-1 Market Overview: iGaming in Latin America appeared first on European Gaming Industry News.
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