Interviews
Exploring the Metaverse and AI’s role in it
with modl.ai’s CEO & Co-founder Christoffer Holmgård
- How do you define a metaverse?
The metaverse is a challenging thing to define, partly because it’s such an abstract concept, but also as no one has created one yet – so the exact scope of what we’re talking about is a bit blurry. To define the Metaverse, it makes sense to look to fiction, where the term was originally coined. In Neal Stephenson’s Snow Crash, the Metaverse is a digital, online universe, perceived from a first-person perspective, that exists independently of whether you are logged into it or not. It’s a persistent place that you can access, change, leave, and return to.
There’s a myriad of possible definitions, but there are common threads between them. The metaverse could be defined as a multi-user real-time virtual space where individuals around the world can connect via a network, co-exist and socialise. Many games and platforms exist already that could fit this description, but what sets apart the metaverse from a traditional multiplayer experience is the ability for players to create and share content to shape the world around them in a more or less persistent setting.
- When do you think the first Metaverse will be created?
Some think we’ve already arrived, others think the metaverse will be far grander in scale. If you look at your gaming library today, examples that resemble metaverses will instantly jump out at you in the shape of Minecraft, Dreams, Fall Guys, Roblox and Fortnite. For many people, these titles are no longer considered games but persistent spaces to connect and socialise through virtual experiences – that may or may not include gaming.
Historically, the gaming industry has seen many forms of the metaverse since its inception. World of Warcraft has had its own functioning virtual and digital metaverse in the form of a digital and virtual economy for decades. Second Life is another early example that partly fits the bill, and EVE Online in particular stands out as a persistent universe shared between all the players where large organizations and even an economy have sprung up. Looking even further back, the early Multi-User Dungeons of the 1970s – or MUDs – might be considered proto-metaverses without graphics. Each of these examples contain different characteristics that define the Metaverse, even if they didn’t manage to achieve them all.
- How are you seeing the metaverse trend being reflected in the industry right now?
We’re seeing a drive across the games industry toward creating platforms for Metaverse-like experiences. Using either existing technologies or games, and even building new ones. The trend has been going on for quite some years, but it seems we’re reaching a point where the idea of Metaverses is coming together for both players and large industry actors. What’s more, the global pandemic has undoubtedly accelerated some of these trends that were already underway.
Fortnite, Roblox, and other big titles have slowly evolved from games to online spaces where people can interact and spend virtual currency on in-game items to build relationships and experience something fun and unique. Elsewhere, the trend continues thanks to games like Fortnite, which continues to develop more virtual experiences like its famous concerts. What’s more, Fortnite’s publisher, EPIC Games, recently raised $1 billion to support its future vision to build the metaverse.
With nearly 40 million daily users, the online gaming platform Roblox has become an incredibly popular online community. The game allows its users near-limitless possibilities to create, buy and sell, customise and socialise. What’s more, Roblox no longer calls itself a game on its website anymore; instead, it’s now an experience.
In essence, it’s a collection of semi-persistent spaces created by players using the same foundational tools and protocols. They make their spaces uniquely their own by changing and expanding templates and customising them in creative ways that no single game development company could come up with on their own.
Developers who have created popular interactive virtual social spaces have realised the earning potential behind their ‘games within a game’. So the race to perfect the metaverse model is on!
Many believe the metaverse is the next logical evolution of the internet, so it’s easy to see why so many big industry players are racing to stake their claim and take as big a piece of the pie as possible. So much so that even the country of South Korea has begun laying the foundation for its metaverse, as it recently created an alliance between 17 of the country’s industry-leading tech companies. Most recently, Facebook came out and declared itself a contributor to bringing about the Metaverse.
There is currently no single metaverse, but given the recent boom in brand collaborations and cross-platform play, in the future, we may see several of them become interoperable or meld together in a shared vast universe. But the biggest hurdle will still remain getting companies to look past their own interests to drive inter-organisational collaboration.
- What do you think will be some of the main hurdles in establishing the first metaverse?
Creating a metaverse is one thing, but keeping players engaged and returning to this new frontier is another. Gaming professionals need to understand what motivates players to contribute and come back to these virtual spaces. The key lies in understanding player behaviour. It may sound obvious, but measuring the way a given player moves through and interacts with a virtual space is a great way to gauge their interests. Their interactions, however seemingly insignificant, reveal the player’s preferences from moment to moment.
Understanding a player within the metaverse could be reached by manually picking and studying the individual user, but this approach quickly becomes unfeasible at scale. Alternatively, one can sample representative users, but this form of user research is time-consuming, expensive, and doesn’t pinpoint accuracy at the individual player level. This is where artificial intelligence can help.
- What role will AI play in the metaverse?
Put simply, publishers need their players to return, continue investing, and growing with the environment itself. Tools such as AI that learns from and understands the audience could be the key to growing the metaverse as the game industry’s next frontier.
Today we’re already seeing how AI can assist in daily work, assisting with checking, testing, coding, or even generating whole segments of stories automatically. As more people become digital content creators, we expect AI to take a role as a creative assistant working next to human creators, automating boring, repetitive or difficult tasks that are part of the creation process. AI systems will learn from prior examples and patterns in the Metaverse and use the learnt information to assist with new creative processes.
An additional way in which AI will be significant in the Metaverse is that AI systems will get to know you over time and shape your experience of the Metaverse accordingly. A quality of digital universes is that they, by their nature, allow for the observation of just about everything that goes on in them. One method that can help developers understand their players is by recording their behaviour at the action level and using it to create AI Personas – which are essentially models of the players in parts of the metaverse. By first logging and replicating player behaviour, AI Personas can predict how certain players or groups would act, and by extension, what that means in terms of interests, motivations, and preferences.
These predictions can then be used to tailor and adapt the player’s experience with the most engaging content and interactions at the individual level. You could imagine having an AI system that puts together or even generates content and experiences that are tailored just for you.
It even opens the opportunity for you to leave behind imprints of yourself when you’re not signed into the Metaverse. Some video games already offer a version of this today – for instance Forza Motorsport has Drivatars: AI drivers that drive in your style, that your friends can race against if you’re not online to compete. Perhaps, in the future, we’ll have our own AI doubles or assistants filling in for us in the Metaverse, when we’re not around to play.
This idea is really an extension of character customisation, which has become a cornerstone of modern gaming. Epic Games understood early on how character customisation and avatar expression attracted players away from competing titles such as PlayerUnknown’s Battlegrounds. Licensing pop-culture avatars was key to keeping people within the Fortnite metaverse. Interest amongst players is always high because there’s a chance for them to wield a lightsaber one week then wear the infinity gauntlet as Thanos the next.
This level of avatar detail and customisation, and the ability for users to express themselves in new and exciting ways, will potentially be the cornerstone of any successful future metaverse project as players use this as a form of expression.
But as games continue to increase in scope and attract more players to log on, manually managing these virtual worlds becomes much less feasible – especially in the context of a metaverse. So you can quickly see where AI fits into the equation.
From generating digital environments, shaping more realistic AI character behaviours to automated bug finding, the potential applications for artificial intelligence will be near-limitless. With regards to the Metaverse, whatever final form it takes, I believe artificial intelligence will be vital in realising projects of this scale.
Powered by WPeMatico
Looking beyond Brazil, which LatAm market stands out most right now, and what makes it attractive?
Liam Hoofe, Content Strategist at GameOn
Based on our research for GO Intel, I think Chile is the market to watch out for the most. The size of the opportunity is potentially massive, with the Chilean Senate’s own figures estimating that more than 5 million Chileans are already gambling online.
The demand is definitely there, and broader discussions about a regulatory framework are underway. Our estimates in GO Intel also put channelisation rates at 80% if enforcement and regulation ran smoothly.
The proposed ‘cooling-off’ period for operators already active there is also quite a unique approach, and it will benefit those who approach the market with the right foundations in place.
Of course, as we’ve seen with Brazil, there will no doubt be a lot of public debate around the market, and the tax structure could be complex, but of the three we researched, this one still stands out the most.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
Right now, Mexico and Argentina stand out the most to me.
Mexico has been showing steady growth for a while now. It’s already a fairly mature market with strong operator presence, but there’s still plenty of room to scale. At the same time, one of the main things to watch is the tax situation and how regulation may develop in the future, since that could impact profitability and market dynamics.
Argentina is interesting for a different reason. The market is regulated at the provincial level, so it’s much more decentralized. That creates opportunities because entry can be more flexible, but it also means you need to understand the local landscape and choose partners and regions carefully.
Ramiro Atucha, Board Advisor to Kiron Interactive
Mexico stands out. The size of the market alone makes it attractive, and the current regulation is already acceptable enough for public companies to feel comfortable operating there. It’s also moving toward a more formal framework, so there’s still margin to grow. Beyond Mexico, I’d point to Chile, certain provinces in Argentina, and Colombia. All three have their own dynamics, but they’re markets you can’t ignore right now.
When entering markets that are still evolving from a regulatory perspective, what’s the right balance between moving early and waiting for clarity?
Liam Hoofe, Content Strategist at GameOn
That’s the million-dollar question, and it’s one I’m not sure there is a 100% correct answer to. For me, it’s about building relationships, ensuring you have the right infrastructure in place, and understanding a market before you invest.
Operators and studios that just enter with no understanding of the culture and of the way the regulatory landscape could adapt are putting themselves at risk of failing.
Trying to remain one step ahead of regulation and working alongside the regulators to help the market mature is always going to be a much better approach than just waiting for regulation to come into place and being reactive.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
It depends on how mature the market is.
If the regulatory framework is already clear and established, then the best approach is to operate fully within the licensed model from day one.
But in markets that are still in a gray or transitional stage, where operators are already active, it can make sense to take a more gradual approach. That could mean building partnerships, adapting the product to local needs, and preparing for future regulation before fully committing.
You also have to be very careful about legal and reputational risks. Every market is different, so timing and level of involvement should be assessed on a case-by-case basis.
Ramiro Atucha, Board Advisor to Kiron Interactive
As early as possible, as long as it isn’t illegal or forbidden. That’s the right moment to enter and transition through the regulatory process. Brazil is the clearest example. Sports betting was legalized in 2018, but the full regulatory framework only came in late 2023, with licensed operations starting in 2025. The operators that used those years to attract players, test the market and build name recognition without breaking the law made a real difference. By the time regulation arrived, they were already established.
As markets like Chile, Peru, and Uruguay develop, what will separate the brands that succeed from those that struggle?
Liam Hoofe, Content Strategist at GameOn
The biggest differentiator for me is localisation, and by that, I mean real localisation, not just translating a game into Spanish and calling it a day. This means actually creating products and promotions that speak to local audiences. LatAm is not just some big monolithic market with a one-size-fits-all solution – brands that succeed there are the ones that understand this. The ones who know that a player in Chile is not the same as one in Uruguay or Brazil are going to be the big winners.
On top of that, working closely with regulators and showing genuine concern for players’ well-being in these markets will make a huge difference. It’s not enough anymore to just display simple responsible gambling tools; players want to see it in your actions, and it’s obvious to them which brands really care and which are just ticking boxes.
And finally, local partnerships. Some of the most successful companies we work with are those that really integrate themselves and find local partners that offer genuine insight into communities, and can be leveraged to build trust. This can be achieved in a number of different ways, whether it’s through working with local content creators and influencers or getting involved with local charities and events.
Paulina Hovar, Lead Sales Manager LATAM at BGaming
As markets like Chile, Peru, and Uruguay continue to develop, the following three factors will set successful brands apart from the rest.
First, strong local partnerships. Without people on the ground and a real understanding of how each market works, it’s very difficult to build a sustainable position.
Second, product adaptation. Translation alone is never enough. Companies need proper localization that reflects user behavior, cultural differences, and local audience preferences.
And third, regulatory readiness. The companies that invest early in certification, compliance, and building the right processes will have a major advantage later on. It’s expensive and takes time, but in regulated markets, long-term preparation usually makes the difference between short-term growth and lasting success.
Ramiro Atucha, Board Advisor to Kiron Interactive
Brands that bring international experience and proven competitiveness from other markets, combined with genuine local understanding, will get the best of both worlds. The international background gives you credibility and product depth. The local presence gives you a product that’s actually adapted to how players in that country behave. Neither side works on its own. In Chile, Peru, and Uruguay, the operators who get this combination right are the ones who’ll separate from the pack.
The post LatAm: Beyond Brazil – Chile, Uruguay and Peru’s Regulatory Trajectories appeared first on Americas iGaming & Sports Betting News.
Following his appointment as Chief Product Officer at iGaming software pioneer Tequity, industry veteran Alex Scott outlines his vision for the company’s expanding product suite. With over 20 years of leadership experience, including driving WPT Global to become the world’s second-largest online poker room, he shares his insights on how Tequity’s approach is redefining both the games players enjoy and the way they are distributed.
You have held senior leadership roles at major operators and suppliers. What convinced you to join Tequity, and what are your main priorities as CPO?
Tequity is a business that I’ve admired since I first became aware of it. In that time I’ve heard so many positive things about how the company is able to move very quickly and decisively, while still delivering ultra high quality products for its partners. When I started interviewing for the position and meeting the people involved, that only reinforced the positive impression I had. It was clear to me that this was a company that is at the forefront of innovation in the iGaming space, creating and delivering content that is fresh and exciting.
My priority as CPO is to further accelerate the development of top-quality products that are highly relevant to today’s players. I’m excited to roll up my sleeves and get stuck in – there are so many possibilities!
Tequity recently secured BMM Testlabs certification for its RNG and the first batch of Originals titles. How does that accelerate your product roadmap?
This certification will open up many more potential customers for Tequity, and therefore many more opportunities for businesses to take advantage of Tequity’s services, like our bespoke Exclusives and our top-performing Originals. Operators fighting for market share are always looking for those added-value elements that can set them apart from the competition and our fully brandable, customisable and feature-packed content offers that key point of difference.
It will also enable the studios using our RGS and Publishing solutions to widen their own distribution and reach many more potential customers as well – just another reason to choose our RGS. We have seen the strong demand for our games and solutions from partners all over the world, and we believe that this appetite will be more than matched by operators in the regulated market space.
Finally, it represents s a step towards a wider regulated market expansion which I am excited to be involved in.
Player preferences are moving decisively toward fast-paced, community-driven experiences. How do Tequity’s game divisions cater to this next generation of player engagement?
One of the things that sets Tequity apart is that the company truly understands what the modern generation of players are looking for. They are discovering online casino in a very different way to past generations, and require simpler, easier to understand, more socially-driven content if you want their full attention. Today’s players expect instant gratification and seamless, mobile-first experiences that fit into their fast-paced lifestyles. They also want gameplay to feel like less of a solitary activity and more of a shared event.
Having spent recent months immersed in casino game development for the crypto generation, I’m really looking forward to contributing to these efforts and having an impact of my own.
You will be joining the Tequity team at iGB Live in London next month. What is the key takeaway you want operators and studios to leave with?
As the newest Tequity signing, I’m looking forward to meeting the rest of the team and many of our partners and customers at iGB Live.
Tequity is an extremely fast and capable company that builds high-quality, interesting products at the cutting-edge of the industry. My hope is that operators and studios leave the event understanding our expertise and capabilities. But I also want them to leave with a sense of the enthusiasm and passion that we have for building great games that stand out from the crowd.
The post Q&A with Tequity’s new Chief Product Officer Alex Scott appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Check out our latest Q&A w/ Robert Miller, President, Kiron North America.
Everyone is talking about the opportunity presented to the North American market by the World Cup. Just how big an opportunity do you believe it is? And what is the size of this opportunity for virtual sports?
For live sports betting, the World Cup is one of the biggest opportunities available. It drives significant betting volume, attracts new customers and creates moments of engagement that few sporting events can match. For virtual sports, the opportunity is different. The World Cup can help introduce new players to a broader betting ecosystem, but virtual sports are not dependent on major tournaments to succeed. Their real strength is providing consistent engagement throughout the year. While the tournament creates a short term surge in activity, the long term opportunity lies in offering customers engaging experiences every day, not just during major events.
Events like the World Cup present a huge demand for content from operators. How can virtual sports help operators in North America during these times?
Live matches will always be the centrepiece of the World Cup experience and rightly so. However, operators also need ways to keep customers engaged between matches and throughout the wider tournament journey. Virtual sports complement live betting by providing continuous entertainment and additional touchpoints when there is no live action available. The greatest value comes when virtuals are integrated into a broader engagement strategy that keeps players connected to the platform before, during and after major sporting events.
The North American market has been maturing significantly in the last few years, does a tournament as big as the World Cup showcase the strength of the market? Or highlight the flaws in its set-up?
It does both. The strength of the market is clear in the scale of customer participation and the growing appetite for sports betting experiences. Major tournaments demonstrate just how much demand exists. At the same time, they highlight one of the industry’s biggest challenges: retention. Many operators are highly successful at attracting customers during major events, but maintaining engagement afterwards remains a key focus. Long term success will come from building experiences that keep players engaged throughout the year, not just during peak sporting moments.
North American sports fans have a very different relationship with football compared to European or Latin American audiences. How does that affect the way virtual football products need to be positioned or presented in this market?
Product positioning needs to reflect the realities of the local audience. Football continues to grow in North America, but it does not yet have the same cultural position it enjoys in many other regions. For that reason, virtual football products should focus on accessibility, entertainment and ease of engagement. Players respond to experiences that are intuitive, fast paced and easy to understand. The emphasis should be on delivering continuous action and a compelling user experience rather than relying solely on familiarity with the sport itself.
The World Cup has a jam-packed schedule and the North American sports calendar is one of the most packed in the world. With so much live content available, how do you make the case for virtual sports to operators who believe they already have enough sports action to offer?
The conversation is not about choosing between live sports and virtual sports. The most effective operators recognise that the two can work together. Live sports naturally create periods of inactivity between events, while different player segments engage with content in different ways. Virtual sports fill those gaps and create additional opportunities for interaction. When positioned correctly, they enhance the overall entertainment offering rather than compete with live sports.
When the World Cup has finished, what is the lasting impact on virtual sports in North America and how do providers ensure they do not lose any momentum they have gained?
The lasting impact comes from what operators do with the attention generated during the tournament. Major sporting events create opportunities to introduce new customers to products and experiences they may not have explored previously. Maintaining momentum requires strong operational integration, seamless customer journeys and products that continue to deliver value long after the tournament ends. Providers that focus on year round engagement rather than short term spikes will be best positioned to benefit.
The post How Virtual Sports Can Help Shape The North American Market During and After the World Cup appeared first on Americas iGaming & Sports Betting News.
-
Australia7 days agoFormer Star Entertainment Executives Mathias Bekier and Paula Martin Disqualified and Ordered to Pay Penalties
-
Alejandra Burato7 days ago
Record Attendance, Exciting New Releases, and a Resounding Success: This was Zitro Experience Peru
-
Amusnet7 days ago
Weekend Reels | Week 25: Slot Drops & Trends
-
ArenaPlus7 days ago
DigiPlus Wins “Digital Operator of the Year” Award at 2026 Global Gaming Awards Asia-Pacific
-
Anthony Dalla-Giacoma7 days ago
Elysium Studios Releases its Latest Slot Game “Hood and Loot”
-
Greece7 days ago
SYNOT Games Announces New Partnership with Superbet
-
Bragg Gaming Group4 days ago
Massive Gaming launches Blitzcrown titles on Superbet Brazil via Bragg Hub
-
BurraPay7 days ago
Byte Federal Announces Successful Launch of Custom-Built Integration Supporting BurraPay’s Historic Entry into America’s Regulated Gaming Market
