Online gambling is one of the fastest-growing industries in different parts of the world. With technology becoming a source of information in the gambling world, Artificial Intelligence (AI) has become a valuable tool for both player and owner. We are at a point where AI has been implemented in a variety of ways and industries, it has become more than just a tool for entertainment, examples such as SIRI, Alexa and other smart assistance come to mind.

Casinos are turning to AI and changing the way that players experience online gaming. In latest AI developments, Entain plc (LSE: ENT), has implemented an Advanced Responsibility and Care program (ARC) which they launched in 2021. The program uses AI and other analytics which help detect potential compulsive gambling, with the aim of improving and identifying high-risk behavior.

David Winter, Marketing Manager at PartyCasino, part of Entain Group, says that “The biggest challenge for an online based industry is to keep up with new technology and implementation, to create the best possible customer journey. With AI and big data, the casino industry has been given many great opportunities to understand their audience better and make sure that their customers are exposed to a safe, reliable, and enjoyable product. It is our responsibility to keep up with times and embrace what is to come next.”

The ARC program uses 30 markers to identify these high-risk behaviors in players. The markers, which look at the complete range of players' patterns during play, were developed through Entain’s partnerships with Harvard Medical School and other leading researchers. The ARC protector model is currently being developed and tested on a small scale in the UK and will be rolled out internationally after these tests.

According to a survey conducted by Future Anthem’s “2021 State of Online Gambling”, it was found that over 50% of organisations use predictive analytics in their responsible gambling assessments. In addition to that, 70% of the companies are looking at improved use of data as a key focus area for their business. When AI is used correctly, online casinos and gambling sites are able to understand early warning signs, and discover interventions that will ultimately result in safer gambling.

Adoption of this technology in the gaming industry will be revolutionary for responsible gaming. Many online casino sites have adopted AI technology. The intricate nature of the technology has allowed online casinos to have a more preventative reaction rather than proactive. AI can assist casinos in many aspects of gambling such as:

Improved management of financesA better understanding of gambling behavior Newer betting opportunitiesQuick Fraud Detection and Augmented Data SecurityIdentification of Problem GamblersAccentuated Customer Satisfaction LevelsBetter overall user experience 

PartyCasino has also written a blog post showcasing some of the largest and most popular brands and companies and how they got caught up in the lack of innovation when it came to moving with the times and making sure they were staying ahead of the curve. The blog post can be found here.