As this year nears its end, one of the key takeaways from 2025 is that artificial intelligence is here to stay. And while it may seem like just a buzzword or an empty concept, the technology is there, continuously evolving, and ready to transform how the iGaming industry operates going forward.
In order to understand this better, iGaming Expert spoke with Michael Oziransky, Chief Product Officer of Vegangster, who shared some details on what the B2B platform provider is doing to make the most out of it, as well as some projections about its use within the segment.
iGaming Expert: AI seems to have become a buzzword lately, but that doesn’t make the technology any less important for the iGaming industry. How is Vegangster taking advantage of it?
Michael Oziransky: AI is all over the place. Everybody is using it as a promotional tool at event stands, campaigns, and we are obviously also exploring it internally.
A couple of things that we are doing is using it in the day-to-day work for the technical and product teams. Everything related to coding, product task creation, and so on, so internally it’s been widely used for these tasks. And, of course, we are also experimenting in different areas, mainly in the automation aspect of different operational needs.
iGX: How important is automation for improving performance, both for product development and for internal processes?
MO: We basically have reviewed all the tedious processes that we have. There’s the obvious, straightforward things that need to be addressed, which have been sorted to some extent, and we have been able to improve them with large language models (LLM).
The main ones were related to customer support, where we integrated different tools to automate part of the communication. Everything related to botchats as part of problem solution. For that, usually the tools require deep access to the platform information to pull the data. So, let’s say the basic flow where a player comes in and asks about their deposit, gets a reply without the need of a person intervening, but still getting the impression of a regular interaction.
Also automating a lot of operational tasks around ticket handling, the work with game providers, and also internal and operational flows to, for example, collect all the information automatically to integrate new games and better streamline processes for operators.
iGX: Which areas do you think AI has a bigger impact on? What are the biggest bottlenecks it can remove?
MO: Any process that was done manually should be reviewed and optimised using AI. What LLM brings is basically working with a lot of unstructured data, and being able to understand it, structure it, and then create the workflows.
Our main focus for the near future is going to be reimagining the AI assistant for the operator that doesn’t only focus on things like CRM campaigns, and create what’s called agents: workflows with integrated LLM.
You need to have a business view and look at the data. Some tasks will be related to retention, but some to anti-fraud, VIP management, and so on.
iGX: One of the main talking points around AI is how it might replace human labour, but what things would you never automate or delegate to AI?
MO: At the moment, certain things are definitely going to be automated. While some jobs will be reduced, others will increase. There’s definitely some changes in the workforce coming in the future.
For now, I wouldn’t touch anything that’s related to VIP support. This aspect is super tailored, with a very personal connection to the player, and not just a workflow.
VIP is the best example, but I wouldn’t use AI in any areas with those characteristics, or not until the models get smarter, and their behaviours are exactly as expected.
iGX: AI has been used for customer support, then personalisation of the gaming experience. Where do you think AI will take casino operations next?
MO: I think that the personalisation of the gaming experience is yet to happen, as all the websites still have kind of the same content.
We have some exciting stuff that we are working on around the in-game experience. Hopefully we will be able to share more information about it in the future, but we are looking into an additional layer, on top of the gaming experience, that might take advantage of AI and the tools that are available at the moment.
There is still a lot to discover in order to create the best experience.
