How AI Is Personalising the Casino Experience
Artificial Intelligence is in the process of revolutionising just about every aspect of our digital lives. It’s a technology – or, rather, a set of technologies – that are proving extremely useful in a casino setting, where it confers a number of key advantages to both operators and players. Through these advantages, online services like Mr Q Casino are beginning to change the game. But what exactly are they?
AI-Powered Game Recommendations
Player engagement is crucial. But it’s not always easy to understand how to keep a particular player engaged. Being able to algorithmically determine what’s likely to appeal, based on the expressed preferences and behaviour of an individual, is something that AI excels at. Through AI-powered recommendations, players might be satisfied and engaged for longer.
Adaptive Bonuses and Promotions
The rewards and incentives on offer might vary for the same reason. Rather than offering the same thing to everyone, a casino might calibrate an offer precisely, based on what it knows about a particular individual.
Predictive Behaviour and Retention Tools
Through AI, it’s also possible to understand exactly when a particular player is at risk of quitting, and to take action to keep them in the game for longer. The trigger might take the form of a time limit, or a particular time of day, or betting patterns, or some inscrutable combination of all these factors, and more. An AI can work out how to retain players – and sometimes even to explain its reasoning.
Ethical Personalisation and Player Protection
Of course, the primary aim of the casino shouldn’t merely be to keep the player engaged for as long as possible. It’s to extract the greatest possible profit from the player in the long term. It’s not only ethically wrong to persuade (or, worse, coerce) a player to bet when they really shouldn’t; over the long term, it also makes very bad business sense. It’s better for a player to gamble in a healthy way for years on end than it is for them to run into financial difficulty very quickly.
That’s before we mention the threat of regulators, like the UK Gambling Commission.
All of these concerns should factor into calculations made by the AI that runs within an online casino. It should be there to provide an experience that’s satisfying for the player and profitable for the casino, but which doesn’t compromise on the well-being of the former.