The online gaming industry is synonymous with technological innovation

Predictive analytics is not a new concept – it’s been used for decades, especially in the gaming industry. However, the advancements seen in the area of artificial intelligence (AI) is taking it to an entirely new level, and the iGaming industry is prepared to take full advantage of the robust solutions AI-led predictive analytics can provide. Online gaming, since its inception, has driven many technological innovations, and this is becoming even more pronounced with advancements in AI.

Predictive analytics refers to using large amounts of data to reach logical conclusions. However, before AI, this was done by manually inputting and interpreting that data. As a result, it was a painstakingly slow process that, once completed, was essentially obsolete. AI is able to receive hundreds of thousands of data points at once and, in just a matter of seconds, develop a solution.

This capability is able to help all aspects of iGaming, from marketing to payments and from security to the user experience. AI can rapidly analyze all the gaming action that is playing out on the platform and determine what alternatives could be introduced that would become popular, as well as which options are ready to be released due to waning interest. It can also automatically interpret responses to marketing campaigns to determine what is working, so that marketers can spend less time analyzing and more time creating.

Because it is capable of processing data so quickly, AI is also capable of intercepting security issues before they happen. This includes preventing hacks and dedicated denial of service attacks, but also ensuring someone requesting a withdrawal is the legitimate owner of the account. Highly-adaptable algorithms can understand the traffic patterns and flows to immediately ascertain if a withdrawal is coming from the same location as the habitual user, preventing unauthorized access to accounts.

Few innovations have assisted iGaming as much as AI, and there is still much more to be realized. AI is not only responding to a changing market, but it is also driving change by introducing new solutions that were previously impossible.