The gambling industry faces a crucial challenge: how to balance entertainment with player protection? Traditional responsible gambling tools like self-exclusion, deposit limits, and reality checks are essential, but their effectiveness depends on players’ awareness of needing them. Such awareness may be lacking precisely in those who are most at risk.
This is where artificial intelligence is radically transforming the approach to player protection. At Ige 2025, we will explore how this technology is revolutionising the sector, helping predict potentially problematic behaviours while facilitating personalised interactions with players to prevent them from losing control of their gambling activity.
FROM DATA ANALYSIS TO RISK PREVENTION - AI-based behavioural analysis continuously monitors over 70 different indicators - from average stakes to increased gambling frequency, from changes in deposit limits to night-time gambling - to build a detailed risk profile of each player. This approach overcomes the limitations of traditional tools as it allows identifying at-risk players well before they experience gambling-related harm and personalising interventions based on individual profiles.
PERSONALISED MESSAGES AND REAL-TIME INTERVENTIONS - Research results in this field are encouraging: personalised messages based on individual behavioural characteristics have proved up to 20 times more effective than traditional email campaigns in promoting the use of responsible gambling tools. Several international operators have already adopted this approach with promising results, demonstrating how it’s possible to implement effective protection measures without compromising the gaming experience.
THE FUTURE IS HERE: NEW FRONTIERS OF AI - The potential of artificial intelligence to enhance player protection goes well beyond behavioural analysis. We can envision this technology underpinning other responsible gambling applications in the very near future:Advanced chatbots providing personalised support 24/7 at scale; Real-time sentiment analysis of chat and voice conversations detecting risk signals in players; Machine learning systems continuously improving responsible gambling messages.
REGULATION AND STANDARDISATION - The regulatory framework is evolving rapidly: over 20 jurisdictions worldwide now explicitly require the use of behavioural analysis to identify and protect at-risk players. Italy has recently adopted Legislative Decree 41/2024 on the reorganisation of online gambling, which, for the first time globally, explicitly cites artificial intelligence as a tool for protecting players’ health.
RESEARCH AND COLLABORATION: THE KEY TO SUCCESS - Only through collaboration between operators, regulators, researchers, and technology providers will we be able to explore and harness the enormous potential of artificial intelligence to create a safer and more balanced gambling environment.
The path forward is clear: even in the era of artificial intelligence, human experience and sensitivity will remain indispensable to ensure effective player protection.
I look forward to meeting you at Ige 2025 to discuss how best to integrate technology and operator know-how to build a more sustainable industry.