AI in the entertainment industry is mostly known for algorithmic suggestions, smart and innovative chatbots, and similar. Although these are obvious implementations from a user perspective, a lot is done in the backend to further customize experiences, but also protect users from fraudulent and high-risk behaviors. AI in the entertainment industry is estimated to grow to USD8.4 billion by 2023.
Gaming group Entain plc, home of a handful of international gambling brands, such as PartyCasino, has developed an Advanced Responsibility and Care program (ARC) based on Artificial Intelligence (AI), with the aim of improving and identifying high-risk behavior, as an extra layer of protection for their customers.
The ARC program uses 30 markers to identify patterns and behaviors in players. The markers, which look at the complete range of players’ patterns during play, were developed through Entain’s partnerships with Harvard Medical School and other leading researchers. The ARC protector model is currently being developed and tested on a small scale in the UK, ready to be launched nationally this summer, with a potential rollout to the rest of world to follow.
According to a survey conducted by Future Anthem’s “2021 State of Online Gambling”, it was found that over 50% of organizations use predictive analytics in their responsible gambling assessments. In addition to that, 70% of the companies are looking at improved use of data as a key focus area for their business. When AI is used correctly, online casinos and gambling sites are able to understand early warning signs and discover interventions that will ultimately result in safer gambling.
The adoption of this type of technology in the gaming industry will be revolutionary for responsible gaming. This allows operators to have a more preventative reaction rather than a proactive one.
David Winter, Marketing Manager at PartyCasino Canada, part of Entain Group, says that “challenges for online enterprises with large customer bases is to adapt to new technologies and implement them in practice that both serves and protects the customer. With AI and big data, the casino industry has been given many great opportunities to understand its audience better and make sure that its customers are exposed to safe, reliable, and enjoyable products. It is our responsibility to keep up with times and embrace what is to come next.”
PartyCasino is actively writing blog posts on tech related topics and in one of the more recent publications they look at tech companies from the past, that where on the forefront by implementing new innovative thinking, but also what the outcome can be if industries don’t adapt to new technologies.