iGaming has already felt the great impact that artificial intelligence can have. It has created quicker and more efficient ways of developing products, running backend systems and changing user experiences, dramatically altering how global industries operate.
AI is here to stay in the iGaming sector. Companies that have failed to integrate it into their operations are already falling behind, as its reach goes far beyond just back-office optimisation.
The doors to a new era of product development have been flung wide open, allowing for new ideas to be created more easily and for product development to be more accessible. Many parts of an iGaming firm can be impacted too, from risk management to customer support and from personalised game recommendations to new live casino experiences.
AI has a plethora of use cases, says Gor Mnatsankyan, Regional Director at BetConstruct, that the supplier is rolling out across its varied portfolio of products.
Mnatsankyan told an audience in Valletta last month: “We use AI across our business, from games development to the platforms. AI is very integrated into our platform right now. It helps operators to run their business more efficiently and can reduce costs.”
AI is also changing the way iGaming companies operate both on the B2C and B2B level, so knowing how to deploy the technology effectively will be a deciding factor when it comes to which firms will be able to thrive in this new era.
“Just by using the right AI tools to communicate with the CRM and the player data they have, (operators can) reduce the unnecessary spend on bonuses, on marketing, and other stuff,” Mnatsankyan added.
AI – a complex data translator
Betting Mate is one way in which AI is being utilised by BetConstruct. Unveiled in Barcelona at the beginning of 2026, Betting Mate is an AI assistant that aims to take complex data and turn it into personalised recommendations for bettors and is designed to help operators increase engagement and achieve better results.
Mnatsankyan explained: “Players can just chat with the system and say, ‘I want to bet $5 and I want to have an outcome of $200.’ Based on the behaviour the player showed before, the AI will do it automatically, so it’s getting more entertaining for them as well.”
BetConstruct’s Regional Director also noted that Betting Mate helps operators reduce costs and make their operations leaner and more efficient.
“From the business perspective, you can spend less on promos, you can use it as a risk management tool, and you know how to segment and how to contact the right people from a marketing perspective.”
