The buzz around AI continues to grow as operators and suppliers alike seek to embrace the technology in numerous ways.
Integration isn’t always easy, as Viktoriia Grygorenko, CEO of The Playa, broke down the challenges facing AI adoption in the iGaming space.
To begin with, legacy organisations must be on board with the changes and keep up with an industry that is constantly developing alongside new technology.
“Many big operators and platforms have been around for more than 10 years, technologies have changed heavily over that time, which means that you also need to adapt,” Grygorenko explained.
Up next is data quality. Any type of machine learning requires vast swathes of information to generate credible outcomes, especially if personalisation is the end goal.
However, if this information is kept in silos, it can become fragmented, Grygorenko detailed. Bringing this data together is essential.
Alongside this, any development of AI-led processes must be focused and include all the necessary business units within an organisation.
“What I see is that typically you’re trying to launch new markets, start new brands, grow everything and develop your product, but there is not much focus in order to invest in the quality because you’re in a rush to be better,” said The Playa CEO.
“You need to stop and try to organise this chaos into a very good process. That requires a lot of focus from all the business units within the company.”
Given the competitiveness of the gambling industry, Grygorenko emphasised that hitting the bullseye when it comes to personalisation is crucial, as it can play a huge role in a company’s bottom line.
“This is crucial, maybe not everybody is feeling it right now, but in two years they will because it impacts directly your unit economics.
“Acquisitions are getting more expensive, providers are getting more expensive, so operators are really squeezed by that, which means that you do need to invest in retention from day one. Otherwise, your unit economics will not just work.
“Personalisation is one of the most essential ways to make a high-quality retention. Personalisation helps you to build a very nice, engaging experience for the players.”
