Vad säger iGaming-bolagen om AI?

AI isn’t a buzzword. It’s a capability already deeply embedded into our product, our workflows and increasingly also our results.

Our proprietary neural network delivers sharper prices, faster decisions and a more constant trading performance.

It will not be easy to replicate our systems, the domain knowledge we have, but especially the big liquidity we have. We have a betting liquidity of around EUR 17 billion from our 60-plus customers on our neural network. It’s about 1.6 billion bet tickets coming into our system on an annual base. And this is something you can’t replicate.

Leveraging AI across trading, across the whole business. So we’re doing – we’re working really hard on the cost base.

I’ve recently challenged the teams to ensure that by the end of 2026, at least 15% of all written code will be AI-generated. I’m pleased to say already the recently created mobile team is outperforming this target, with 25% of all code written generated by AI.

Our AI-driven game recommendation engine is already delivering an additional half a playing day a month and improving our operators’ churn prevention by 33%.

Our fraud and risk management models have been particularly successful since launch, reducing false positives by over 30% and improving detection efficiency by 40%.

Our ambition here is clear: to position GiG as a leader of applied artificial intelligence in iGaming. By embedding AI in the heart of everything we do, we are building an AI-first ecosystem designed to scale efficiently.

AI and machine learning amplify each one by making our products better, our platform faster, consumer trust stronger and marketing more efficient. The result is predictable and improving cohort economics.

We are just starting to deploy AI in our promo engine in terms of optimization. And I think that’s a huge lever for us to get more efficient and probably produce better results on the top line, too.

By using AI to understand intent and context at scale, Playbook transforms fan engagement into real-time data-driven experiences. This allows fans to seamlessly make bets directly from the communities and platforms where they already spend time.

This is actually a product evolution which started with our quick slip integrations that we did and then basically applying AI as the big unlock here, which allows for that context recognition and matching on the sportsbook side.

I think AI is a great opportunity. I think that we will use AI. We will probably have a product with a virtual dealer just like we have first persons… AI is – 2026, maybe up until 2030, the best support tool there are… I don’t think that you or me would like to have an AI bot answering the questions or doing that all the time. Many times, we still want the human interaction. And the development with TikTok and that type of videos is going in the other direction.

We follow the developments closely and set aside the appropriate resources to ensure that we capture the opportunities that the development of AI presents. And while we've seen some competitors shifting focus to a more generic, pure AI content, we continue to strive for the uniqueness of the individual games.

Various components, including AI, have long been a part of the game development process, and we will continue on that route.

Our view is that, if anything, a rapid development of AI highlights the importance of controlling the full B2B value chain, including content development, platform, compliance, and distribution.

We are transforming OBG’s customer operations using automation and AI, which makes it possible to enter more client contacts, better quality and less costs. Also on OBG, marketing automation to optimize the creation and TTM of the campaigns, thanks to AI.

We are convinced that all our activities are and will be profoundly transformed and strengthened by data and AI use. We have started to roll this road map with 2 priorities. One is, of course, to use it to improve gaming experience, more personalization with our customers, more efficiency in responsible gaming.

One of our most exciting recent AI breakthroughs is the development of a generative foundation model for basketball, a first of its kind in sport. The model is based on a large transformer architecture, which we trained using billions of 3D body post data points from thousands of NBA matches, allowing the model to understand player movement, decision-making and game flow.

It’s more and more GenAI where we are getting more and more precise on seeing inconsistencies, which is helpful for our partners.

Within the Betsson Group, artificial intelligence (AI) has been an important innovation factor supporting, for example, customer services and the proprietary responsible gambling tool and other predictive tools. Lately, AI has been used to further enhance the way new customer experience-strengthening functions are integrated into the sportsbook.

There’s now a matrix of every eventuality that can occur. And so as the game is progressing, it means we’ve got a much broader array and set of products that consumers can select from. And it even means that whilst the game is playing, we’re updating and changing the odds of which team we think is going to win the Super Bowl… And of course, there’s also the trials we’ve been doing around AI-powered conversational stuff.

If you look at what’s required for them, the ability to price complex correlated outcomes accurately is something that we do every day in our core business.