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To 2020 and beyond: the future of AI in igaming

With Digitain’s Director of International Development, Simon Westbury
Our interpretation of artificial intelligence, its progressive role in the world, or its actual relevance to us in any given moment very much depends on our domain of discourse. We’ve all seen the dystopian movies about the rise of the robots. Elon Musk is talking about self-driving cars soon rendering human-driven vehicles illegal, at least on public roads. One AI “teacher” even apparently improved student marks by 35% compared to its human equivalent – wish I had one when I was at school! Meanwhile, back in our own realm of igaming, just take a stroll around any conference floor and you’ll see the majority of stands promising to automate you to the moon and back – and walk your dog while they’re at it. Surely they can’t all be right, at least right now.
So, let’s dispense with fantastical future, and deal in more sober realities. Where are we presently at when it comes to AI? Well, having chaired a panel on the very subject at the recent Eastern European Gaming Summit (EEGS), I’m now in a position to corral and share the thoughts of some top industry experts on artificial intelligence and its current implementations across our industry.
Automated, algorithmic trading is perhaps the most obvious use case for the industry, particularly for in-play betting which has taken over as the main driver for turnover in the UK (up to 70% in some reported cases). However, dig a little deeper or speak to any senior sports trader, and they’re still loading up and Excel spreadsheet, enabling macros on formulas, and overseeing the games themselves.
Quantitative models, running off data channeled from global odds markets, can accurately adjust prices and manage risk as things unfold. However, that’s it for now. By way of analogy, take chess. The algorithms may now wipe the board with the Grandmasters, but the best human-computer teams still consistently win against the robots. Algorithms can process a myriad of moves, but a more detached risk-management system with man-and-the-machine oversight still has its place. As with every intelligent endeavour, though, AI systems will surpass us one day. So, the costs of running sportsbooks are forever diminishing.
For my part, I’m especially interested in CRM as the next big potential differentiator for our operator partners over the coming year, especially in Europe’s more mature market post-GDPR. To which end, I predict that 2020 will be the year of the player journey and player protection. Therefore, it’s now up to operators and suppliers to process the myriad data points available nowadays, whilst also securing the best way to stay fully compliant within the tightening grip of worldwide regulation. Which means that both operators and suppliers must start asking the right questions – even basic questions such as: what do I want AI to achieve? I worry some industry peers sometimes expect the solution without taking the trouble to pose the correct question.
Expect the trend towards the personalisation of marketing to pick up its pace. It’s all about leveraging the data at your disposal, converting it into actionable insights that can boost your bottom line. Only optimal behavioural data insights and personalising your communication will reliably unlock the door to “dwell” time, not to mention gaining ground on the holy grail goal of knowing your customer from the login – their passions, their proclivities, the offers and bonus that drive engagement, a customised user interface promoting the markets they want. Tags which flag behavioural traits (in-play biases, preferred sports, even a customer’s favourite club or player) also offer a personalised and customised experience, configuring all aspects of the customer journey in a responsible, trackable way.
Old-school marketers may baulk at some of our revolutionary code-reliant methods. But at the end of the day, this is simply a question of data processing by a bigger-brained beast. After all, efficient information processing represents the backbone of any intelligent system, and no CRM team can handle these modern-day challenges manually. Basically, AI is a tool to hone and gear up what you can already do manually in order that a more efficient process can ensue. That’s true whether you’re measuring margin, safeguarding your customers from high-frequency deposits, or installing an optimised marketing campaign to better speak to the customer and elevates their experience.
There’s also a danger that regulation is becoming so politicised that new technologies, led by AI, are not being fully adopted in a way that best benefits the customer. That’s because regulators simply don’t understand AI since their respective CVs do not include any tech or gaming know-how. So, we need to promote effective use cases in order to better articulate the AI proposition and its inherent advantages to the relevant authorities.
Ultimately, my view is AI needs to be fully understood in the specific areas where we seek to employ it. We need to focus on the player in terms of entertainment and protection. We need to cooperate with the regulator in terms and language they quickly comprehend. One challenge which the entertainment AI disruptors of Netflix and Amazon have is that they cannot sell cross-platform. In our own industry, from an operator POV, we can. Accordingly, we’ve since seen a lot of stuff around request-a-bet and build-a-bet formats, so we’re getting some sort of worthwhile personalisation. Nevertheless, we can perform far better as we embrace machine-learning techniques. In fact, this represents one of Digitain’s central focuses – understanding the wealth of data we have and using the algorithms to produce a gaming equivalent of the Netflix experience, Betflix so to speak.
I concluded my seminar in Sofia by asking the panel to assign a percentage as to where we currently are when it comes to exploiting AI in gaming. Their answers varied between five and 20%. And while such predictions invariably aren’t worth the paper they’re written on, considering tech’s take-off potential (please pester a professor to explain the doubling power of Moore’s law!), we all agreed that we have barely begun to scratch the surface here.
Whatever the immediate future, it’s an exciting time at present if you’re operating in one of the most progressive and tech-friendly industries around. We’ve now put our powerhouse sportsbook platform in sync with these advances in automated processing. Those operators marooned on legacy technology, however, now have a new raft of agile bookmakers nipping at their heels. At the same time, others who own their own tech are capable of pulling away from the field. If I was stuck on a legacy platform, I’d be very concerned right now.
Author: Simon Westbury
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Week 39/2023 slot games releases

Here are this weeks latest slots releases compiled by European Gaming
Players are being given the opportunity to travel back in time to the ice age in the latest slot from in-demand provider, Booming Games. Those who can brace the icy winds of Mammoth Tundra will come face to face with beasts and potentially big wins. Players must trek across the frozen reels – which take the 5×3 format – and keep their wits about them at all times. Not only can Woolly Mammoths cross their path, but so too can sabre tooth tigers and other wild animals.
Don your best disguise and adopt a cunning alter ego in a bid to nab the museum’s prize assets in Crown Heist, REEVO’s latest classic low-volatility jewel-themed game. Based on a proven maths model and appealing to new players who enjoy frequent wins and a swag-bag full of free spins, Crown Heist is a 5×3, 25-payline slot overflowing with jewel-encrusted free spins.
Habanero has launched Meow Janken, its newest slot with an inter-galactical theme, based on the classic Rock-Paper-Scissors game. Players take off on a thrilling journey across the galaxy in this captivating one-line game, with the task of beating Janken at Rock-Paper-Scissors – the most compelling aspect of this epic voyage. If a player is lucky enough to beat Janken in a Rock-Paper-Scissors tussle, any win is multiplied by x9 with a tie multiplied by x2.
Step into Aztec SuperTracks™, the latest game release from Raw iGaming, the studio on a mission to blast industry monotony out of the sky. In this unique 9×7 experience, an adventure unfolds filled with warriors, gods, and epic win potential! Aztec SuperTracks follows the journey of four heroes as they seek to discover special offerings to appease their angry gods and preserve world order. They are helped on their way by RAW’s innovative SuperTracks® pay mechanic opening a treasure trove of power-ups, gems and bonuses along its path.
Greentube, is presenting players with a deathly yet cheerful adventure in its latest release Cash Connection™ – Candelas de los Muertos™ – Señorita Suerte. The scare-filled slot, which has a Mexican Day of the Dead theme, fuses together winning destiny and mystical features, as players bid to unlock the riches of the Grand Jackpot.
Feel the gentle embrace of nature with Endorphina’s 6-reel, 5-row slot – Fresh Crush! Embark on a hiking adventure through steep mountain trails and thick forests scattered with some of nature’s finest fruits! Climb the tallest mountains, enjoy the scenery as the sky changes from peaceful blue to majestic gold and find the real diamond before the sun sets!
Introducing 100 Sevens from Apparat Gaming, the developer of slots with a German accent. As the name suggests, this title is all about the numbers 100 and seven – and here’s why… 100 Sevens is set across five reels and four rows, with 100 paylines active. That’s right, 100 paylines active. In this classic fruit-themed game, neon lights guide the way to sparkling wins with Double Wild symbols.
Armadillo Studios has released its latest slot title Surging 7s. This game is a classic fruit-themed slot with 6×4 reels, low to medium volatility, colourful visuals and the all-time-favourite 7s. Landing three or more adjacent stacks of 7s triggers Surging 7 Multipliers, which creates a random multiplier to boost wins. When four or more Link Bonus Coins land anywhere on the reels, coins will either change colour and reveal corresponding Prizepot colour wins, or award random credits.
Everygame Casino is taking players on a pirate adventure with its new Legend of the High Seas slot game from Spin Logic. With Wilds that double wins and Scatters that TRIPLE wins, there’s plenty of booty to be won in this full-featured new game. Pirates, parrots, treasure and treasure maps spin on the five reels of this high volatility game. When Wilds appear in a winning combination they double the payout.
Get ready for Stakelogic’s next page-turner with the release of Book of Jones – Golden Book. Players can embark on a thrilling adventure that transports them to a world of ancient secrets and incredible treasures. As players delve deeper into the mysteries of this five-reel, three-row, 10-payline slot, they will want to keep their eyes peeled for the Book Symbols that can land at any time during the base game. If three Book Symbols drop, 10 Free Spins are awarded.
3 Oaks Gaming, has released Black Wolf 2: Hold and Win – a howling hit title boosted by the addition of the Fortune Slide feature, awaiting to be hunted down by players. In this 5×4 follow-up to Black Wolf: Hold and Win, users trek into a moonlit wilderness to uncover surprises in this feature-rich slot, including the Fortune Slide mechanic, which is active during the Bonus Game.
Kalamba Games focuses on player personalisation in its gemstone-inspired release Diamond Supreme Hold and Win. Influenced by retro AWP machines, symbols are represented by iconic bells, cherries and bars. Wilds up the win potential by substituting for all base game symbols making it easier to create a winning combination across the slot’s 20 paylines.
Wazdan, has given the Extremely Light treatment to the latest leading game in its portfolio in Hot Slot™: 777 Cash Out Extremely Light. By creating a version of its top-performing title with light and more elegant graphics, the new slot becomes energy efficient and optimised for players on mobile devices, prolonging the gaming experience with less battery drain.
Blueprint Gaming’s mastery of the oceans and all its bounty returns for an anticipated sequel with Crabbin’ for Cash Extra Big Catch Jackpot King. The familiar charm and aesthetic of the original game’s backdrop are back with colourful crustaceans consuming the screen as the fisherman helps players with a host of features and the iconic Jackpot King progressive jackpot system.
Red Rake Gaming, has added Triple Irish to its extensive range of games. An exciting video slot with 5×3 reels and 20 paylines that immerses players in Ireland’s rich folklore and tradition, where three key elements trigger a journey full of opportunities and wins.
Gaming Corps invites players to the best ramen joint they will ever visit with the release of slot game Ramen Puzzle. This is an instant win game, made up of a grid of 25 tiles, which either conceal ramen bowls or leftovers. Players can savor Ms. Kawai’s delicious, sparkling ramen to their heart’s content as they open bowl after bowl.
Gaming
FBMDS’ First Ever Crash Game, Champion Tales, is Out Worldwide

Get ready to witness the dawn of a new era in online casino gaming as FBMDS unveils the highly anticipated Champion Tales, the brand’s first ever non-traditional game available worldwide. Brace your players for an immersive gaming experience that will transport them across the globe, hand in hand with the legendary Mr Champion himself.
Champion Tales captures the essence of the emergent non-traditional gaming trend with its strategic betting rounds and monumental winnings. FBMDS’ new game merges top-notch technology with the brands’ expertise, creating a thrilling and immersive experience with high stakes for players and a safe choice for casino operators.
A distinctive non-traditional game with big prizes to award
Following a crash gaming logic, FBMDS’ release evokes players’ heart-pounding anticipation as the multiplier reaches new heights, requiring strategic decision-making and a thrilling rush to hit the ‘Collect’ button before it’s too late.
FBMDS has balanced gameplay mechanics to increase players’ chances of earning significant rewards, making it a lucrative choice for online casino operators. Furthermore, Champion Tales boasts a highly profitable RTP rate, surpassing competitors in the market.
But that’s not all. Champion Tales comes loaded with features designed to elevate the gaming
experience:
- Autoplay: Players can choose how many rounds they want to play without any hassle, making continuous play even more convenient and enjoyable.
- Auto Cashout: The Auto Cashout feature, where players can choose the value they want to cash out, minimizing mistakes or distractions that could impact their winnings.
- Responsible Gambling: FBMDS prioritizes players’ safety with the responsible gambling feature, allowing players to set limits above or below their initial balance, preventing any unwanted excessive play.
- Detailed Play History: A detailed play history feature ensures that players always remain safe and in control. They can review their past gaming sessions, bets and outcomes, promoting transparency and responsible gaming practices.
“Listening to our partners and clients was always the number-one priority during the creation process of Champion Tales,” the Director for FBM, Renato Almeida, said. “Since the crash gaming category has been getting a lot of popularity, we made sure we understood market needs to make sure our clients’ expectations and profitability rates were being met, while delivering an innovative solution able to provide players with an amazing gaming experience.”
A personalized crash gaming atmosphere
Champion Tales goes beyond colossal wins with its debut, offering a captivating Brazil-inspired tropical ambiance. Moreover, the game’s background, scenery and music can be customized to meet the needs of casino operators in diverse markets, cultural contexts and geographical locations.
This allows for an enriched gaming experience worldwide, whether by incorporating local landmarks, cultural references or regional music, to resonate with operators’ requirements, enhancing customer engagement and satisfaction.
In addition, clients can have their respective logos applied to the game’s flag, further aiding in branding. FBMDS maintains product localization as a priority by developing characters and backgrounds that resonate with the regions where partners operate and represent the seasonality of the market. This approach generates greater player identification, leading to increased retention and loyalty.
By developing mobile-friendly, cutting-edge and highly customizable gaming solution like Champion Tales, FBMDS proves once again its ability to deliver profitable and satisfying products for casino operators worldwide.
Latest News
Hub88’s Mark Taffler Taking to the Ring to Support Oliver’s Wish Foundation at the SBC Charity Boxing Championship

Supplier’s Commercial Director to don the gloves at prestigious industry charity event
Mark Taffler, Commercial Director for Hub88 and Bombay Group, is joining an industry lineup to compete in a white-collar boxing match at this year’s SBC Charity Boxing Championship fundraising event.
Taffler, who is being sponsored by One.io, whom is part of the Yolo Investments’ portfolio, will face SMPL Consulting’s Director Simon Pilkington in the opening bout of the night to raise money for three charity organisations.
Hub88 will be hosting a VIP table at the event, which was set up by SBC in partnership with Oliver’s Wish Foundation.
Over 500 industry representatives will be in attendance for an evening of boxing on November 10, with a blend of fierce competition and camaraderie taking place at the luxurious Hilton Hotel in London.
Last year’s event raised a staggering £152,000 and was donated to the Oliver’s Wish Foundation and its amazing partner charities Chestnut Tree House, Cystic Fibrosis Trust and SUDC UK.
“Mark’s fantastic work so far will be rewarded in the boxing ring and we look forward to seeing how he gets on against his fierce competition Simon when the action unfolds,” the Head of Hub88, Ollie Castleman, said.
“Ultimately, the goal is to raise money for a great cause and, following the success of last year’s event, we are delighted to play a part in the 2023 instalment of the SBC Charity Boxing Championship.”
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