AI is increasingly shaping the future of iGaming. From personalised marketing campaigns to advanced player protection systems, gaming leaders are already putting AI to work. As the sector grapples with balancing innovation and ethics, the conversation around responsible gaming has never been more urgent.

 

Educating operators and players alike

 

“AI decisions must be explainable and understandable,” explains Paula Murphy, Business Development Manager at Mindway AI, a company that uses AI for player protection, combining spin-level data and psychological expertise to identify signs of risky behaviour. Their programmes are designed to flag potential issues long before they escalate, allowing operators to act early. 

 

Education plays a vital role in this evolving ecosystem. Operators must be trained not only in using these tools, but also in understanding the data they’re working with.

AI can also be a powerful tool for operators in navigating the complex landscape of regulations and ensuring both compliance and player protection. That’s exactly what the European Gaming and Betting Association (EGBA) is betting on. The organisation recently introduced a new AI-driven platform designed to help operators understand and meet regulatory requirements across different European states.

 

However, transparency doesn’t end with operators. Players, too, must be informed and empowered. Clear communication about how AI is used, what data is collected, and how it benefits them can help foster trust.

Kevin O’Neill, General Manager of the Responsible Gaming Foundation in Malta, states, “While AI offers promising solutions for the early detection of harm, we must ensure that its use remains rooted in ethics and transparency. Tools are there to support players, not manipulate them. As responsible gaming advocates, we have a duty to continuously scrutinise these technologies to ensure responsible deployment.”

 

Regulation is catching up

 

The regulatory landscape is evolving—but not fast enough, some argue. As AI systems become more predictive, concerns are growing that they might be exploited to identify and retain players with addictive tendencies.

 

Oliver De Bono, CEO of Quantum Gaming, doesn’t mince words: “Soon, AI will be able to predict exactly which features lead to addiction. For now, humans make the decisions. Will they cross the line…? And when AI starts making its own decisions, will it cross the line?”

 

AI use in marketing has already become standard practice across the industry. “We can analyse the effectiveness of a sponsorship from years ago and its current influence on player behaviour,” explains Staffan Engström, CEO of Fieldstream.AI. His company also uses neuroscience and predictive AI, but with a focus on long-term marketing effectiveness.

 

Opening the black box

 

As Murphy emphasises, “Black-box systems—where we can’t understand AI’s decisions—are unacceptable.” Transparency, she argues, is the linchpin of trust. Operators need to not only understand what the AI is doing, but also be able to explain it to regulators and, ultimately, to players—especially when AI is used to drive player engagement. 

 

This concern prompts calls for proactive regulation. A SiGMA News analysis of the black box effect reports that experts anticipate that governments will soon require operators to document and disclose how AI models influence decision-making—especially in relation to vulnerable users. Regulators may also demand proof that companies are not using AI to exploit addictive behaviour.

 

Some jurisdictions, such as the UK, are already pushing for algorithmic transparency and compliance with data ethics. These early efforts could form the blueprint for global standards in the ethical deployment of AI in gaming.

Kevin O’Neill concludes, “The future of responsible gaming doesn’t just depend on how sophisticated our tools are but on the strength of our values. Innovation must walk alongside integrity. Predicting behaviours alone is not enough, unless such technologies are deployed with clear safeguards to prevent exploitation.”

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