The future of gaming is intelligent, empathetic, and hyper-personalised. In the recent webinar “AI in Gaming – Level Up Your Customer Experience with AI,” an expert panel featuring Dr. Gege Gatt and David Muscat from EBO, Dalia Pecingina from Stanleybet , and Yardena Almagor from Mindway AI explored how agentic, conversational, and generative AI are redefining player engagement and responsible gaming.

Hosted by Trudy Kerr, the session shed light on how AI can enhance customer experience, compliance, and trust across the iGaming sector.

Take a look at the key highlights that emerged from this industry-led discussion:

Opening the discussion, Dr. Gege Gatt set the tone, unveiling seven breakthrough ways AI is reshaping iGaming, driving smarter player interactions, safer engagement, and deeply personalised experiences.

Gatt addressed the rising expectations for 24/7, multilingual, and emotionally intelligent player support. He emphasised that modern customer service requires more than automation, it demands empathy, accuracy, and compliance.  

His takeaway: "AI in gaming is no longer about speed, it’s about trust, timing, and emotional depth."

Here’s what he shared:

1. Psychology-Driven AI – Using behavioural science to guide player interactions with empathy and influence positive outcomes.

2. Dynamic Literacy Assessment – Adapting tone and language in real time to match each player’s level of understanding.

3. Retraining Pipeline – Combining OpenAI and Microsoft technology with iGaming-specific data for higher accuracy and faster deployment.

4. Voice AI – Powering natural, multilingual phone conversations that improve accessibility and reduce costs.

5. Agentic AI – AI that acts, not just chats, safely executing actions like updates, alerts, and escalations.

6. Data-Powered Insights – Turning every interaction into measurable predictions and continuously refined workflows.

7. Built-In Trust & Compliance – Minimising risk and ensuring every response is transparent, auditable, and regulator-ready.

David Muscat, Financial Services Director at EBO, brought the above principles to life through a live demo of EBO’s virtual assistant, Jane, showcasing how conversational AI can engage players in their native language, adapt to individual communication styles, and integrate seamlessly with back-office systems.

“Our virtual agents can speak over 100 languages, even Farsi and simplified Chinese — making inclusivity scalable.”

Jane demonstrated empathy and contextual awareness, acknowledging player issues, verifying users securely, and escalating to human agents when emotional judgment was required.

From an operator's side, Dalia Pecingina, Head of RSC and Online at Stanleybet, shared live how partnering with EBO helped transform their customer service operations.

In 2021, StanleyBet realised traditional customer service wasn’t enough to meet player expectations. To improve efficiency and satisfaction, they partnered with EBO to develop Claire, an AI Virtual Agent that handles customer conversations end-to-end.

“By letting AI handle repetitive interactions, our agents can finally focus on complex, human conversations.”

Claire manages repetitive chats, patiently waits for customer replies, verifies player identities through two-factor authentication, and only escalates complex issues to human agents.

Before Claire, agents spent valuable time managing abandoned chats and waiting for customers to respond.

Now, Claire handles these tasks seamlessly, allowing agents to focus on more urgent queries.

The results speak for themselves: Claire now automates over 50% of customer conversations end-to-end, reduces chat abandonment, maintains high player satisfaction, achieves 62% satisfaction in rated conversations, and lowers operational costs. 

Dalia emphasised the importance of regularly reviewing and updating dialogues to ensure the AI stays aligned with customer needs and evolving business rules.

With Claire, Stanleybet has transformed its customer support, combining AI efficiency with human oversight to deliver faster, safer, and more satisfying experiences for players.

Finally, Yardena Almagor, Customer Success Manager at Mindway.AI showcased how AI, neuroscience, and expert assessments are being combined to detect and prevent problem gambling, a crucial step in creating safer iGaming environments. She emphasised that while AI can identify at-risk players and handle initial interactions at scale, human teams remain essential to provide empathy, judgment, and nuanced support.

“Players don’t see the safety net until they fall — our job is to make sure they know it’s there from the start.”

By combining Mindway AI’s behavioural risk detection with EBO’s conversational AI, operators can now identify at-risk players early and engage them in real time.

Yardena explained that while AI manages the first line of detection and consistent, scalable interactions, human teams remain essential for empathy, emotional intelligence, and meaningful intervention. This collaboration between Mindway AI and EBO showcases how technology and human insight can work hand in hand to create a personalised, responsible, and player-centric gaming experience.

This webinar revealed that the next era of gaming hinges on intelligent collaboration between AI and human expertise. From predictive support and personalised engagement to safer gambling practices, AI is helping operators deliver more meaningful, compliant, and emotionally aware experiences.

As the iGaming industry moves toward 2030, the message is clear: success belongs to those who use AI not just to automate but to understand, empathise, and empower players.

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