AI-Powered Innovation in iGaming: GR8 Tech’s Vision for the Future

HIPTHER, organizer of the Prague Gaming & TECH Summit 2025, is proud to welcome GR8 Tech as a Silver Sponsor and a key contributor to this year’s discussions on AI and gaming technology. In this exclusive interview, we speak with Raid Arfua, Head of AI at GR8 Tech, to explore the company’s strategic approach to AI, the role of machine learning in enhancing iGaming operations, and the future of AI-driven innovation in the industry.

Hello Raid, thank you for joining us! You lead AI strategy at GR8 Tech, driving advancements in recommendation systems, CRM, KYC, and business support. Can you tell us more about your background and how it has shaped your approach to AI innovation in iGaming?

Thank you for having me! My background is a mix of deep technical expertise and a strong focus on practical application. I’ve always been fascinated by how AI, particularly ML, can transform industries, and the potential in iGaming is massive.

At GR8 Tech, I lead AI strategy across key operational systems, essentially making AI work where it truly adds value. That’s why my approach is always business-driven and hands-on, using AI to drive efficiency, engagement, and long-term innovation in iGaming.

AI has already transformed several aspects of the iGaming industry. In your experience, what have been the most impactful AI implementations so far, and how has GR8 Tech leveraged AI to create smarter, more efficient gaming solutions?

AI has influenced iGaming in many exciting ways. Some of the most impactful changes have come through automation, personalization, and content creation. For instance, in sports betting, we’ve built a suite of AI Recommendation Models that analyze trends, team popularity, and time-based patterns. This means that a football fan who loves underdog teams might receive entirely different betting suggestions than someone who favors big-name clubs. Our tournament recommendation engine works similarly, ensuring players see events that really match their interests.

Another cool innovation is our CRM system, where generative AI helps craft promotional content — saving our CRM managers countless hours.

We also use AI to predict and prevent player churn with our Retention Forecast Model, enabling operators to act before a player decides to leave, whether that’s through a strategic offer or a timely nudge.

Additionally, our segmentation models dive into various aspects of user activity — from product preferences to betting and viewing behaviors — making CRM campaigns much more efficient.

And let’s not forget our venture into AI-driven image generation for casino logos. With nearly 200 game providers releasing new titles, there’s a huge demand for fresh visuals. Our AI tool creates high-quality images on the fly, keeping our clients’ sites sharp and current. Although this solution is still in testing, its potential is enormous.

At GR8 Tech, we’re all about practical, long-term partnerships that drive real value for our clients.

As AI technology rapidly evolves, what major trends do you foresee shaping the iGaming landscape in the next few years? How can operators stay ahead of the curve in integrating AI-driven solutions?

AI is indeed evolving fast, and iGaming is at a point where it either keeps up or gets left behind. One of the biggest shifts I see coming is AI making game and platform management way more seamless. Right now, operators need to navigate complex back-office systems to tweak products, optimize promotions, and fine-tune features. But AI could take a lot of that manual work out of the equation — think smart automation that adjusts everything in real-time based on player behavior. That’s exactly the kind of efficiency boost the industry needs, and at GR8 Tech, we’re already working on making it a reality.

Beyond automation, the real challenge is engagement. The way people consume content has changed massively — just look at platforms like Instagram and Netflix. Everything is fast, dynamic, and hyper-personalized. Meanwhile, many iGaming platforms still look and feel like they did years ago. AI can help us bridge that gap, making betting experiences more fluid, customized, and tailored to individual preferences.

Another major trend is using AI for IT operations, which has already transformed mainstream tech companies. The idea is simple: instead of teams manually monitoring systems, fixing issues, and optimizing performance, AI takes over. In iGaming, this could mean smarter fraud detection, automated risk management, and real-time troubleshooting — keeping platforms running smoothly with minimal downtime. It’s a powerful way to reduce operational headaches and improve overall stability.

One more area I think is primed for a shake-up is social gaming. Sure, we already have some interactive features — shared bet slips, live casino chats — but that’s just scratching the surface. What if we had fully integrated social networks built around betting? Spaces where players could challenge friends, compete in AI-driven tournaments, or even influence odds based on group behavior? That’s where AI could take iGaming from being just a betting experience to a fully immersive, community-driven one. For operators, staying ahead is about rethinking how players interact with betting altogether.

Large Language Models (LLMs) and chatbots are revolutionizing many industries, including iGaming. How do you see these AI-driven technologies shaping player interactions, customer support, and operations right now and in the future?

I see tremendous potential in leveraging LLMs and smart chatbots across the board. Imagine an AI that not only understands complex contexts but can also interact with various tools — querying databases, sifting through documentation, calling APIs, and summarizing insights — all in real time. This isn’t just about streamlining internal processes (though that’s a big win, too); it’s about transforming the overall experience.

For players, this means customer support that’s faster and more personalized. Instead of long waits or endless FAQs, a smart chatbot can offer real-time, tailored assistance. Internally, our teams benefit from AI agents that make navigating extensive documentation as easy as a quick chat, replacing clunky search functions. Additionally, when it comes to project management, LLM-powered tools can analyze and cluster Jira issues, providing clear analytical insights that help us quickly pinpoint trends and address challenges.

Looking forward, as these technologies mature, I expect LLMs to become integral not only to optimizing operational efficiency but also to creating richer, more natural interactions—both for players and our teams.

You’ll be speaking at the Prague Gaming & TECH Summit 2025 about the Rise of AI in Gaming, and lead a Workshop for HIPTHER Academy. Can you share a sneak peek of the key insights you’ll be discussing, and why this is a must-attend session for industry leaders?

AI is a popular topic, full of buzzwords, but at GR8 Tech, we focus on its real, practical impact. AI is at the core of many of our solutions, driving efficiency and innovation. One area where AI is making a tangible difference is CRM, and that is exactly what I will be diving into at the Prague Gaming & TECH Summit 2025.

We will explore how ML models are changing the game regarding CRM. We’ll look at how these models are evolving, how they can provide insights, and how they automate key CRM processes to drive player engagement and retention. I’ll walk through each model, explaining how they work together to improve overall CRM strategies. The main focus is going to be on Segmentation and Retention Forecast Models. We’ll also explore the role of AI Agents that can communicate directly with ML models to optimize CRM operator routines and improve the overall process of campaign preparation.

The Workshop will give practical insights into using AI to create smarter, more efficient CRM systems. Understanding how technology can improve operator–player relationships is key to staying ahead in the industry!

With GR8 Tech at the Prague Gaming & TECH Summit 2025, this year’s event will provide exclusive insights into the role of AI in gaming, compliance, and business intelligence. Don’t miss the opportunity to connect with industry leaders, gain expert knowledge, and explore the latest advancements shaping iGaming technology.

Join us on 25-26 March 2025 in Prague – Register now and explore the full agenda!