Roundtable: how can AI truly thrive within iGaming?

AI in iGaming: A Shift from Support Tool to Creative Engine

Artificial Intelligence is transforming the iGaming industry — from shaping new game mechanics and visuals to powering responsible play, fraud detection, compliance, and secure payments. But as personalisation deepens, the question remains: how can the industry harness AI responsibly and sustainably?

In a recent iGaming Expert roundtable, leading figures including Dr. Andreas Koeberl, CEO at BetGames, joined a panel of experts from Playson, The Mill Adventure, and OpenSlots to share their insights on the opportunities and challenges ahead.

AI as the Next Frontier for Game Creation

According to Dr. Andreas Koeberl, the most exciting potential lies beyond incremental improvements like player segmentation or live bonusing. “The bigger opportunities come when we start rethinking existing business models — the moonshots,” he said.

He suggested that AI could soon reshape the way content itself is created and distributed, shifting the focus from traditional game production to AI-driven content generation platforms. “That’s what will unlock new creative possibilities and potentially new types of games,” he noted.

Referencing Google’s latest world model, Genie 3, Dr. Koeberl added: “This is the most disruptive technology of the decade — and most likely beyond. We should be thinking in radical terms, not just using AI to crank out more games.”

Personalisation and Responsible Innovation

Other experts highlighted AI’s role in enhancing player experiences through smart personalisation. From adaptive lobbies and tailored challenges to predictive engagement, AI is helping operators create unique player journeys while promoting safer, more transparent gameplay.

However, as AI evolves faster than regulation, industry collaboration is key. Dr. Koeberl emphasized that responsibility must lead innovation: “Regulators are often slow to adapt, but that shouldn’t be an excuse. It’s on us as an industry to show how AI can enhance—not endanger—the ecosystem.”

? The Takeaway

AI’s promise in iGaming extends far beyond automation. It’s paving the way for new creative models, smarter personalisation, and more ethical engagement. As BetGames and other innovators explore these horizons, the focus remains on using technology to elevate entertainment responsibly.

This article is based on the first part of iGaming Expert’s “AI in iGaming” roundtable (October 2025), featuring BetGames CEO Dr. Andreas Koeberl. Part two of the discussion will be released soon.