How AI is Really Shaping iGaming — Insights from Industry Leaders
Community
Trends
According to a recent round-table featured in iGaming Expert, AI is no longer a tech novelty in the iGaming world — it’s actively transforming how the industry works, deals with players, and even how affiliates operate. Leading voices in the field weighed in on both the promise and the pitfalls.
What the Experts Are Saying
Here are some of the key take-aways from the conversation:
- Data is everything. Dr. Andreas Koeberl (CEO at BetGames) emphasised that AI’s value depends entirely on the quality of data used to train it. He noted that many markets aren’t ready — “most users aren’t prepared to take full advantage of it yet.”
- Balancing cost, infrastructure & scale. Oleksii Mylotskyi (CTO at Playson) highlighted three big hurdles: access to meaningful player data, the costs of AI infrastructure, and player trust: “AI must enhance, not manipulate, experiences.”
- Using AI where it truly adds value. Thomas Smallwood (CCO at OpenSlots) reminded us that AI isn’t a magic wand: “It is not a magic wand but an enabler.” Meaning: you still need strategy and judgement behind the tech.
- Ethics, trust and regulation matter. Bjørnar Heggernes (CCO at The Mill Adventure) pointed out that without good governance, transparency and quality data, AI might not just fail — it may harm. “The responsibility lies in how we … apply AI.”
What This Means for Affiliates
If you’re working in affiliate marketing within iGaming, here’s how these trends translate into actionable insights:
- Choose partners that use AI smartly. Operators who invest in AI for personalisation, fraud detection, and customer journey optimisation are likely to outperform those who don’t. Affiliates should favour these “AI-aware” brands.
- Adapt your content-strategy. As AI powers better player insights, the bar for relevance rises. Your promotions should be sharper, smarter, and aligned with real user behaviours — not generic “join now” blasts.
- Focus on trust and transparency. With player concerns about fairness and data use rising, affiliates must work with operators who clearly disclose how they use data/AI, ensure responsible play, and maintain strong governance.
- Be ready for innovation frenzies. Early adopters of AI-driven formats — like personalised bonus logic, dynamic content, or game offers tailored genuinely to the player — can gain an edge. But don’t jump on every “shiny AI” band-wagon. Strategic relevance is key.
- Know that regulation is catching up. AI use in iGaming may trigger new regulatory demands around transparency, bias, data use and algorithm accountability. Affiliates should keep eyes on emerging rules.
Final Thought
AI in iGaming is becoming less of a “future possibility” and more of a practical tool. But it’s not plug-and-play. For affiliates, success in this evolving market will come down to:
- Partnering with operators who are serious about AI and data
- Elevating the relevance and quality of your content
- Emphasising trust, regulation and transparency
- Strategically adopting innovation — not blindly chasing it
In short: if you treat AI as just another buzzword, you may be left behind. But if you align with the right brands, adapt your strategy, and position yourself as part of the smart future of iGaming — you’ll be miles ahead.
