Betting sites turn to AI to keep customers

Online sports betting stands out as one of the areas where AI will grow the most in the gaming industry. Companies such as Bet365, FanDuel and Hard Rock are using the technology in a less controversial way, as a tool that helps the player. These tools offer short content about a specific match, betting trends and injury information, and help with building a bet slip.

Brad Allen, an analyst at Eilers & Krejcik Gaming, said Hard Rock's AI insights went live in March and were well received in app testing. In one of the tests, this feature was described as one of the best features among the apps examined.

According to Allen, the appeal of AI for operators lies in its cost effectiveness. Allen said the technology's real value may lie in customer retention and engagement, noting that keeping the research and discovery process on the site can support repeat visits and stronger customer relationships. It was also said that help offered during bet slip building may increase interest in high-margin bets such as parlays and SGPs.

DraftKings and FanDuel are considered pioneers in AI application, but customer satisfaction is not the same for everyone. Reactions to FanDuel's chat-based AceAI tool are more mixed, with one tester saying the tool currently adds no value. Allen said the small sample is not enough to determine general preferences, but noted that the difference between the two companies shows application quality matters a great deal.

Because the technology is still new, companies need to solve application problems. If this process improves, customer engagement and satisfaction are expected to rise as well.