You’ve heard about Artificial Intelligence but can it really be used in the casino business? After all, doesn’t the casino already have a house edge?

However, even before the pandemic, major casinos which cost millions of dollars to operate were experiencing stiff competition. Several casinos in Atlantic City were closed, and many Las Vegas casinos were on a tight financial rope.

Now that the pandemic has happened, and casinos throughout both Europe and the US are facing fiscal challenges, many casino operators are looking to Artificial Intelligence to ensure the casino remains in the black.

What is Artificial Intelligence?

Artificial Intelligence is a branch of computer science that uses computers to accomplish tasks that would normally require human intelligence.

Of course, when we talk about computers accomplishing tasks that mimic human intelligence, we’re not talking about simple tasks like exchanging 5 dimes and two quarters to make a dollar’s worth of change, or a vending machine sending 20 cents in change after you buy a bag of peanuts.

No, Artificial Intelligence is used in manufacturing robots, creating smart chat boxes for websites, and operating as a virtual travel assistant, and a thousand other tasks.

So how are casinos using Artificial Intelligence?

One thing is for sure and that is the gambling games will remain the same. Playing blackjack will still be playing blackjack. New Zealand casinos pokies will still be the one-armed bandits they have always been, with of course some progress in technology that comes with time.

However, one of the cardinal rules of casino managers is that it is significantly easier and more profitable to target a return gambler than it is to court a never seen before gambler.

What’s the solution? Artificial Intelligence to the rescue.

The single biggest use of Artificial Intelligence is to provide a database of players, what their preferred method of gambling is, the amount of money they spend on various games as well as how much time they spend in casino gambling.

Naysayers will say that is impossible to do but remember, there are eyes in the sky everywhere at physical casinos. By using artificial intelligence to survey casino security footage, plus information used on casino player cards, casinos have more information than ever before.

Using AI tools such as predictive analysis, the casino’s marketing department is more armed than ever before.

The object, of course, is to be able to analyze who are the most valuable players to the casino. And while a lot of popular lore centers on ways that the casino attracts high-value “whales” to gamble at the casino, the AI focus is on the more affluent younger generation.

Why is younger better?

One thing learned from the pandemic is that older gamblers are fickle while younger gamblers in their mid-20s to 30s are easier to attract.

For the next few years at least, casino managers have decided that younger gamblers are their bread and butter.

Using Artificial Intelligence, marketing departments are very eager to attract these younger gamblers for a return trip. In addition, the major players in the casino staff are paying attention to what facilities and shows attract the younger crowd.

Customer service is greatly improved where AI is involved and is very useful in areas such as nearly instantaneous check-in to avoid long 2-hour waits.

Security

Security is also greatly enhanced using Artificial Intelligence.

The use of facial recognition prevents gamblers who have been banned by the casino for activities such as card-counting at Blackjack from returning, and potential trouble makers are also screened out.

Conclusion

It seems that Artificial Intelligence is going to be a big part of everyone’s lives, and casinos are no exception. AI can be very useful not only for the casino but to provide a better experience for the player.

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CasinoBeats Malta Digital is to reflect the crucial role that affiliates continue to play in the online casino industry by making the future of igaming affiliation one of the key themes of the agenda for the three-day virtual conference and exhibition.

The content will feature insights and ideas from some of the leading executives in the sector, while there will also be plenty of networking opportunities for affiliates and operator affiliate managers during the event, which takes place on 30 June – 2 July 2020.

Among the key sessions is the Affiliate Leaders Panel, sponsored by Intertops, which has a speaker line-up that includes Tobias Svensen (CEO, CasinoGrounds), Hamish Brown (VP casino, Catena Media), Jonathan Edelshaim (general manager, Natural Intelligence) and Marcos Oliveira (chief affiliate officer, Clever Advertising Group).

It will examine the challenges facing major igaming affiliates, the ways in which the changing regulatory climate is influencing how affiliates operate, and what opportunities are available to new entrants to the market. 

Another highlight is the Acquisition & Personalisation session, which will see a panel including Assaf Stieglitz (founder, Odds1x2.com) share their experiences of the most effective methods for the slots sector to acquire new players and optimise the lifetime value of customers. Panelists will also outline their thinking on how these techniques may evolve as the market continues to change.  

Delegates can also look forward to some practical advice during the Affiliates: Compliance Minefield session, as a panel that includes Ian Sims (founder, Rightlander) details how  igaming affiliates can stay simultaneously onside with advertising guidelines, operator policy and regulatory requirements. 

In addition to the marketing-focused sessions, there will be panels on other topics of interest to affiliates, such as developments in the Japanese and Swedish markets, and the long-term outlook for live casino, online poker and bingo.   

Away from the conference rooms, operator affiliate managers and delegates from affiliates will have lots of opportunities to connect during CasinoBeats Malta Digital. The event has a virtual networking lounge, a virtual bar and one-to-one chat functionality, along with a selection of themed networking hours designed to bring together stakeholders interested in specific market sectors. The schedule will include a dedicated affiliate session. 

Stewart Darkin, managing director of CasinoBeats, said: “We’ve chosen to make affiliate marketing a central theme for the event in recognition of the fact that igaming affiliates remain an important part of the online casino ecosystem. 

“The strategies affiliates use to achieve results for operators are constantly evolving, and delegates attending the conference sessions will discover plenty of new perspectives on the coming trends and long-term future of the sector. 

“The event will also provide a relaxed setting for operators to connect and talk business with both market-leading super affiliates and innovative new affiliates.” 

CasinoBeats Malta Digital will see 3,000 industry delegates, including more than 1,200 representatives of major casino, slots and poker operators, gather for a five-track conference, interactive exhibition featuring 40 leading suppliers, and selection of virtual networking events. 

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