How AI can transform the future of iGaming
At SiGMA Euro-Med 2025, many of the conversations centered around how AI in gaming can enhance player experience, improve safety and optimise operations within the gaming sector. On the AIBC Stage 02 September, the panel titled Use Cases: AI Applications for iGaming brought together leading tech innovators, moderated by Dr. Gege Gatt, CEO of EBO, including speakers Mark Flores Martin, CEO of XGENIA; Staffan Engstrom, Co-Founder & CEO of Fieldstream.AI; and Karl Schranz, CEO of E&S Group. They discussed the practical ways AI and neuroscience-based solutions are being leveraged to create safer gambling environments, increase efficiency and unlock new opportunities for operators and players alike. Here were the key takeaways from the panel.
What excites industry leaders about AI?
Each speaker highlighted a different transformative potential of AI.
For Mark Flores Martin, it’s about everyday acceleration, “I think AI is the baseline today. The way I use AI is to automate almost every part of my life. Recruitment, there is so much that can be done and so many tools that can be picked up by anyone that I think it’s simply a baseline for society today.”
Karl Schranz pointed to hyper-personalisation as a game-changer, “As soon as the player himself would have used the platform, he can already create personalised landing pages and skins that are unique to the player.”
Staffan Engstrom, however, saw an even broader disruption, “AI is going to be a fundamental transformation of business models. For iGaming, it will be a huge differentiator in the next few years. It’s really, really changing quickly.”
AI: Differentiator or baseline?
The panel debated whether AI is now a baseline expectation or a true differentiator in iGaming. Moderator Gege Gatt noted there are “two types of companies, those who work with AI and those that lag behind,” before polling the audience. Most voted that AI remains a differentiator.
Mark warned that many firms struggle with adoption, “95% of companies fail to implement AI. The iGaming industry is going to see a wave of companies who have adapted to AI and are going to rise up and do some damage to other companies in the future.”
Staffan added that unlike some verticals, iGaming is only beginning its AI journey, “If you don’t do it now you will be left behind.”
Where AI delivers ROI
When it comes to tangible returns, the panelists pointed to several areas where AI is already proving its worth. Martin argued automation comes first, “It’s going to be in company automation, taking internal processes and saying, what can we do to focus on more high production? First getting your company automated, then building up from there.”
Schranz saw quick wins in operations, “Back office, simply because it is quantifiable. The real ROI will be in player acquisition.”
Engstrom stressed the value of customer data, “In the CRM space where you already have a lot of customer data to work on. The data is in place, so that’s the low-hanging fruit.”
Hyper-personalisation and player engagement
AI’s ability to tailor experiences in real time was a recurring theme. Martin drew a comparison to consumer apps, “We would have never imagined an app like TikTok would take off. Hyper-personalisation will be about managing players’ ability to concentrate, keeping their attention span, and producing things that change more often.”
Engstrom emphasised that operators need to go deeper, “Do a real deep analysis of players, do a cohort analysis, start to analyse patterns. If you do those three steps, you are a million steps ahead of everyone.”
AI in gaming and responsible gambling
The panel also addressed how AI can strengthen responsible play. Martin highlighted the potential of conversational agents, “One of the best use cases I’ve seen is chatbots helping players with issues. AI needs agent training, but the patience level of an AI is higher. It can be really supportive, especially with a human at the end.”
Schranz stressed the importance of explainability, “ChatGPT is an excellent detective but cannot tell you the reason. Symbolic AI, on the other hand, gives you the reason why it raised the red flag. There is always going to be a stage where a human has to intervene.”
Engstrom described how neuroscience is being applied, “We measured brainwaves to see the addiction side, so we were looking at neurology, which is a really exciting area developing in responsible gaming.”
Looking 18 months ahead
The panel closed with predictions for the near future. Martin foresaw rapid adoption, “One of the key things we will realise is humans and AI make mistakes, but AI will be making far fewer mistakes. Whatever we are building now will be able to be replicated very quickly.”
Engstrom made a bold forecast, “I think 80% of affiliates will be gone. And the other 20% will be really, really wealthy!” Schranz anticipated AI becoming standard for operators, “In 18 months’ time most of the big operators will have their own private AI system.”
For further insights on the future of AI, expert tips and exclusive interviews from the heart of SiGMA Euro-Med 2025, keep locked in for your front-row seat to the future of iGaming.
