By Nicola K. Smith, Technology of Business Columnist
Alban Grosdidier
Upon reaching the age of 18, Danny Cheetham embarked on his gaming journey.
Setting alarms for 4 a.m. and eagerly anticipating the moment his paycheck landed in his accounts, Danny Cheetham found himself engrossed in the world of gaming. By 8 a.m., the quest for sustenance became a pressing concern.
Introduced to Fixed Odds Betting Terminals (FOBTs) at 18 within the confines of local bookmakers, Danny Cheetham eventually transitioned to online gaming. At 34, he reflects on how the convenience and solitary nature of online platforms exacerbated his behavior.
The integration of artificial intelligence (AI) marks a new chapter for gambling companies, enhancing the overall user experience.
However, while businesses laud the technology for boosting user engagement, individuals like Mr. Cheetham express concerns about its potential to fuel addiction. The ethical conundrum arises from the perceived prioritization of profit over the well-being of vulnerable individuals.
Scotty McKeever, from EquinEdge, dismisses these apprehensions, emphasizing the role of AI in their services.
EquinEdge leverages AI to analyze a myriad of data points, ranging from rider and trainer statistics to track conditions, to generate insightful metrics like a horse’s likelihood of winning. While AI drives the analysis, gamblers retain the autonomy to interpret and enjoy this information, as per EquinEdge.
Equinedge
Scotty McKeever highlights AI’s ability to furnish amateur players with professional-grade insights.
In the words of Mr. McKeever, “AI has democratized access to data and analysis that was once exclusive to experts.”
Contrary to popular belief, he asserts that AI’s proliferation will not exacerbate problem gambling—an issue distinct from other behavioral patterns. Mitigating the allure or challenge of gambling is unlikely to impact individuals grappling with addiction.
Various entities harness AI to tailor the gambling experience to individual preferences.
Betby, for instance, employs AI to personalize betting encounters, predict churn rates, and assess lifetime value, similar to industry stalwarts like Sportradar and Betgenius.
Danil Emelyanov, Betby’s AI head, underscores the recent AI tools’ capacity to curate content based on user behavior, historical actions, social connections, and prevailing sports trends.
Echoing EquinEdge’s approach, Betby not only offers recommendations but also furnishes users with detailed event insights to facilitate informed betting decisions.
AI’s evolution extends to identifying “key psychological transitions” indicative of problematic gambling behaviors, empowering casinos to intervene proactively. By scrutinizing user account activities, betting patterns, and wagering behaviors, Betby’s algorithms can flag potential red flags associated with problem gambling or fraudulent activities.
Betby
Betby leverages user behavior analysis to present tailored betting options.
Having sought help and liberated himself from debt, Danny Cheetham now pursues a Master’s in AI, viewing AI as a beacon of hope in combating gambling addiction.
Responsibly harnessed, AI could represent a pivotal tool in this battle.
However, skepticism abounds.
Charles Ritchie, co-chair of Gambling with Lives, dismisses industry efforts to mitigate gambling-related harm through AI, citing bereaved families’ testimonies on the technology’s ineffectiveness.
Zoe Osmond, CEO of GambleAware, stresses the need for a cautious and managed approach in leveraging AI to enhance player welfare and prevent gambling harm.
Paul Clarke
Charles Ritchie denounces claims of AI safeguarding players as a deceptive facade.
With online gambling’s surge in popularity, vigilant monitoring of its impact becomes imperative. Recent data from the UK Gambling Commission reveals a notable uptick in online gambling participation, underscoring the need for proactive measures.
The burgeoning domain of in-play betting emerges as a lucrative sector within the industry, outpacing traditional pre-game bets in revenue generation.
While the industry reaps the rewards of this growth and innovation, experts caution against complacency.
Kasra Ghaharian, a research fellow at the University of Nevada, delves into the ethical considerations surrounding AI in gambling, highlighting the challenges in identifying and training AI to detect at-risk gamblers.
Balancing customer experience enhancement with player protection should form the cornerstone of any gambling enterprise’s AI strategy.
For support and information related to the issues discussed in this article, please reach out to the BBC Action Line.
