2025 has been the year of artificial intelligence, with the technology becoming an increasing part of our daily lives. Developments in AI are making the news daily while more people than ever are interacting with the likes of ChatGPT, Gemini, and CoPilot.

iGaming has always been technology-driven, so it’s no surprise that the industry has embraced it. Companies like SightRush and GamePark have been set up to offer AI services to casino and sportsbook operators. Here are some of the AI trends that have taken over iGaming in the last 12 months.

Personalized Experiences

According to an article published by McKinsey earlier in the year, 71% of consumers expect personalized interactions from companies and 76% get frustrated when they do not experience this.

Data-driven machine learning is powering personalization, allowing operators to create tailored experiences for each customer in real-time. Through recommender engines like GamePark, casinos and sportsbooks can generate bespoke lobbies for their players with unique game suggestions based on their individual gameplay. These can be tailored to bonus offers or a casino’s VIP scheme.

Data-driven AI algorithms can also provide more appropriate marketing collateral and promotions based on customer behavior, with these being targeted to customers at the times of day they are most likely to respond. For example, if a player plays poker every Tuesday evening, promotions can be targeted to that player at that time of day for maximum chance of engagement. Reward programs, as well as VIP and loyalty schemes, can also be tailored on a more individualized basis.

These AI-generated insights increase engagement and reduce churn by generating a more personal connection between operator and player. This in turn allows operators to look after their bottom line and boost their profitability.

Automated Decision Making

AI is boosting efficiency by making complex decisions in real-time based on larger volumes of data. Collating this data is key, which is where SightRush can help. Doing this effectively allows operators to be more proactive when it comes to their responsible gambling commitments, while instances of fraud can also be spotted and stopped earlier. This is particularly important due to the global nature and increased risks associated with the iGaming industry.

Machine learning can be used to spot patterns and, more importantly, deviations from those patterns. This protects both the operator and at-risk players. AI systems can spot the early signs of gambling addiction and trigger interventions before it becomes a greater issue. This includes erratic betting patterns, chasing losses, and rapid increases in bet amounts. Meanwhile, potential security threats can also be detected early, protecting both the operator and sensitive customer details.

Know Your Customer (KYC)

KYC checks are becoming increasingly important and form a key part of protocols in many regulated territories. Advanced AI can be used to compare the authenticity of identity documents against government databases, while facial recognition technology is regularly used for things like age verification.

This makes identity confirmation swifter with reduced manual input, meaning compliance costs are reduced too. It also means that legitimate players can play games more quickly, improving the customer experience.

AI Agents and Payments

AI agents are becoming more common and are swiftly being adopted across iGaming platforms. This means areas like customer support, KYC, and payments will soon involve little manual input.

In payments, some cryptocurrencies such as Solana and Ethereum already support AI through the enabling of secure smart contracts. Autonomous commerce is not far behind, with AI agents being able to conduct financial operations with no human intervention. The advantage here will be speed and efficiency, with AI agents able to conduct thousands of transactions a second, 24 hours a day. Microtransactions will also be facilitated.

Game Development

AI is also having an increasing role in game development. It can influence game design, creating core assets and developing concepts beyond the ideation phase. These can then be refined by human designers, with this reducing development time significantly.

AI can also be used to test gameplay, simulating thousands of playthroughs before a game is released. This can be used to assess how a game is performing, as well as determining its fairness. Any “inadvertent house edge” can be addressed prior to launch, while the frequency of the bonus rounds or progressive jackpots can also be monitored.

This ensures that games are more engaging prior to launch, boosting long-term profitability and the overall player experience as a result.

Vibe Coding

Game development is also made swifter by vibe coding, which refers to AI generating code based on natural language. This allows developers to experiment with the overall ‘vibe’ of a game rather than getting mired in line-by-line coding. This aids idea creation and means different scenarios can be tested amongst different audiences to find which ones work best. Repetitive tasks can also be made easier, meaning there is less production time for games overall.

Live Dealers and Gamification

Live dealer games are becoming increasingly popular as they give you the thrill of a live casino in the comfort of your own home. These employ real-life croupiers and dealers, but AI can take engagement to the next level.

AI can collate data on players and the live event in real-time, then provide important information based on betting trends. Side bets can be suggested based on the player’s previous betting history, while real-time hints can also be provided to players who may be new to the game. This increased activity is a key part of making the live dealer experience more gamified.

Conclusion

AI has been the big growth technology over the last year and there is little to suggest the train will slow down in 2026. Companies like SightRush have been established to consolidate data and utilize AI to service iGaming operators.

The iGaming industry has embraced the technology in recent months, providing more tailored experiences to customers. They have also used AI to safeguard against fraud and to enhance their responsible gambling commitments. Expect these trends to continue into the new year.