It would be fair to say that advancements in technology have
powered significant growth in iGaming in recent years, helping it become one of
the most lucrative industries in the world.
One of the most significant innovations to impact the sector
since the turn of the 21st century is Artificial Intelligence (AI) technology,
both on existing and newly-launched casino sites.
While AI dates all the way back to the 1950s, it cannot be
denied that its true potential has not yet been fully uncovered by technology
With that in mind, we take a closer look at some of the
primary ways AI is currently helping to shape improved experiences for players
in the Middle East and North Africa (MENA) region.
Enhanced Gameplay Experiences
Several of the big-hitters in the European iGaming industry
have already made massive inroads in establishing a significant presence within
For instance, thousands of people now play 888 Casino at Kuwait,
with the site offering easy access to some of the most exiting new casino games
in the business.
The operator uses AI technology to determine which games are
the most popular and which features on their site may be in need of
AI is also used to create increasingly personalised gameplay
experiences, which plays a key role in operators attracting new players and
retaining existing ones.
Supporting Customer Service
In a region where casino games are new to many people, it is
imperative for operators to offer top-class customer service options throughout
Many sites now use AI-powered chatbots, which have the capability to resolve common queries and thus ease
the workload on human support agents.
AI uses Natural Language Processing (NLP) technology to
interact with players via the digital chat service, with the aim of resolving
issues without the need to escalate them further up the scale.
This effectively makes the operator's customer service a
24/7/365 operation, which significantly boosts the level of support they offer
to their players.
Ensuring Sites are Fair & Safe
Much like other major jurisdictions, legislators in the MENA region want to ensure that the iGaming sites which operate in the
region offer a fair and safe environment for people to enjoy casino games.
AI technology plays a crucial role in establishing this,
providing operators with the necessary tools to ensure the games are fair and
their sites are completely safe.
This point is particularly prevalent where payment fraud is
concerned, with AI helping to significantly reduce the risk of someone's
identity being stolen.
AI can also be used to monitor player behaviour, which
serves to eradicate instances where people collude with each other in popular
table games such as poker.