Real-World AI Strategies Driving iGaming growth

With over 20 years of iGaming leadership, Itai Zak, Executive Director at iGaming Digicode, explains how iGaming is being reshaped by AI. The operators leading the charge today aren't necessarily bigger or better funded; they're just smarter with their tech. And right now, artificial intelligence is the difference-maker.

It's a foundational shift that touches everything, from user engagement to regulatory compliance. Here's how forward-thinking operators are leveraging AI and why those who aren't are falling behind.

Personalization: From Optional to Essential

Retention is king. And retention is driven by relevance.

AI-powered behavioral analytics now enable operators to anticipate what players want before the players themselves even realize it. Think dynamic game recommendations, real-time bonus personalization, and even interface themes tailored to individual behaviors.

This kind of adaptive engagement dramatically increases time-on-platform and loyalty. It's not just about keeping users around—it's about making every session feel personal and meaningful.

Smarter Offers, Smarter Odds

Generic promos? Those don't cut it anymore.

AI enables operators to craft offers in real-time based on a player's unique behavior and transaction history. Instead of mass-blast bonuses, you get precision-targeted promotions that convert faster and more often.

In sports betting, AI is transforming the odds landscape. Automated systems adjust lines on the fly based on live matches, betting patterns, and market shifts, often delivering better accuracy and responsiveness than any manual setup could. Some operators have reported margin improvements of over 10% just by switching to AI-powered odds engines.

Responsible Gaming: AI as a Safeguard

AI isn't just about growth; it's about doing right by the player.

Modern operators are utilizing machine learning to identify problematic behavior patterns early, such as erratic deposit patterns, unusual bet sizes, or excessively long session lengths. These models can trigger alerts to responsible gaming teams well before manual reviews would catch anything.

Beyond detection, AI enables personalized safeguards, such as risk-based deposit caps, tailored warning messages, and even individualized exclusion options. The key is offering the right support to the right players, rather than imposing blanket restrictions.

Navigating the Risks: AI Done Right

Like any powerful tool, AI can backfire if mishandled. Here are the top risks we see—and how to avoid them:

• Compliance Must Come First
• With tightening regulations across Europe and beyond, deploying AI without robust governance is risky. Models must be auditable, explainable, and compliant with the GDPR. Operators need to know exactly how decisions are being made.
• Transparency Builds Trust
• Whether it's bonus eligibility or odds changes, players (and regulators) expect fairness. That means transparent algorithms, regular audits, and clear documentation, not black-box systems.
• Cybersecurity Is Non-Negotiable
• AI systems often handle massive volumes of sensitive data. That makes them prime targets. Traditional defenses aren't enough—AI deployments need AI-grade security, including adversarial testing and strict access controls.

Where to Start? One Win at a Time

We always advise operators to start with one focused use case, such as automating support with AI chatbots or personalizing a game lobby. This lets teams learn, iterate, and prove ROI before expanding further.

Trying to do everything at once often leads to false starts and wasted investment. However, when done correctly, a strategic AI rollout delivers measurable value quickly.

Real-World Results: What Smart AI Looks Like

One mid-sized sportsbook saw an 18% increase in monthly active users and a 23% rise in average session duration, just six months after implementing behavioral AI for engagement.

Another client focused on responsible gaming used machine learning to triple its early-risk detection rate without sacrificing player satisfaction.

These aren't theory—they're live cases that show the power of AI when applied with domain knowledge and intent.

Final Thoughts: AI Is No Longer Optional

AI is now a table-stakes requirement for operators who want to stay competitive. It's reshaping how we engage players, ensure compliance, manage risk, and grow margins.

But AI isn't a plug-and-play solution. It takes deep industry experience, strategic implementation, and ethical foresight to get it right.

At Digicode, we partner with iGaming operators to develop AI strategies that work in the real world, under real regulatory conditions, and with tangible results.