AI in iGaming: Embracing the Challenges and Opportunities Ahead

In the concluding part of iGaming Expert’s two-part roundtable on AI, leading industry figures, including Dr. Andreas Koeberl, CEO at BetGames, discussed the challenges and future directions of artificial intelligence within iGaming.

The conversation focused on key integration issues such as data quality, infrastructure, cost, and player trust — as well as how AI can enhance entertainment, security, and collaboration between studios and technology providers.

The Importance of Data and Market Readiness

Dr. Andreas Koeberl noted that “everything in AI depends on data — the models we train and the data we feed in. Market readiness is the real challenge, as most users and operators aren’t yet equipped to take full advantage of AI’s capabilities.”

He also emphasised that while infrastructure will eventually become a commodity, the pace of adaptation across the industry remains uneven. According to him, “player trust will evolve naturally as people begin using AI tools themselves — often faster than companies do.”

Using AI Responsibly to Enhance, Not Replace

Participants agreed that AI should be viewed as an enabler, not a replacement. The technology’s success depends on how responsibly it is applied to improve development processes, entertainment value, and player safety.

Dr. Koeberl added a bold perspective: “Fraud will remain a major issue, and AI won’t eliminate it — it might even make it worse if not handled correctly. The only way forward is to train people to use AI properly — and require them to do so.”

He underlined that real progress depends on how quickly the industry embraces AI, both culturally and operationally.

Partnerships and the Future of Personalisation

Looking ahead, experts see a major opportunity in collaboration between slot studios and technology providers. As Koeberl pointed out, “vibe coding” and on-demand content creation could soon become a reality, allowing new operating models to emerge through natural language prompts and AI-powered design.

The discussion concluded that data-driven collaboration and transparent governance will be essential for unlocking AI’s full potential — enabling the industry to deliver safer, more engaging, and more personalised gaming experiences.

When BetGames launched Lucky Lenny’s Jetpack, the goal wasn’t just to release another slot — it was to challenge the status quo of what a casino game could be. Forget paylines and reels: Lucky Lenny’s Jetpack introduces the industry-first Spin & Fly™ format, bringing a completely new way to play that merges fun, simplicity, and next-level engagement.

But true innovation requires more than great gameplay. It takes trust, collaboration, and education — especially when introducing something that doesn’t fit into the traditional mould.

To share how the team tackled this challenge, Gary Francis, Head of Account Management at BetGames, gave his insights into the journey of bringing Lucky Lenny’s Jetpack to life — and how it’s quickly becoming one of the company’s strongest-performing launches to date.

Delivering on Real Innovation — Not Just the Buzzword

“In gaming, everyone talks about innovation,” says Gary. “But players know when something is genuinely fresh versus just a reskin. With Lucky Lenny’s Jetpack, we wanted to deliver on that promise — a real leap forward in how players experience casino-style entertainment.”

And it’s worked. The title has seen record partner adoption rates, outperforming expectations even before launching in BetGames’ key markets. The result? Operators are recognising that innovation and familiarity can co-exist, when done right.

Balancing Novelty with Accessibility

At its core, Lucky Lenny’s Jetpack is designed to complement, not compete with, existing slot portfolios. Its dynamic 10-reel setup and character-driven design make it approachable for casual audiences while offering depth for experienced players seeking something new.

“This format bridges the gap between betting and entertainment,” Gary explains. “It enhances retention without cannibalising classic slot play. Lenny — our moustached bunny on a jetpack — gives the game a fun, familiar face while representing the creative spirit behind BetGames.”

Building Partner Confidence Through Collaboration

For any innovative product to succeed, education and support are key. BetGames’ approach to onboarding focused on transparency and tailored collaboration.

“From detailed training to market insights and creative materials, we ensured partners had everything they needed to position the game effectively,” says Gary. “It’s been a true team effort — from account management to marketing — making sure operators feel confident from day one.”

Setting the Stage for the Future

Lucky Lenny’s Jetpack isn’t just a standalone hit — it’s the first chapter in a broader brand journey. With the positive market response, BetGames plans to expand the universe around Lenny, creating new experiences that build on the same innovative foundation.

“This game has proven that when you take calculated creative risks, players respond,” Gary concludes. “It’s exciting to see the industry’s appetite for something truly new — and we’re just getting started.”

Lucky Lenny’s Jetpack is available now across BetGames’ global partner network, redefining what innovation means in modern iGaming.

AI in iGaming: A Shift from Support Tool to Creative Engine

Artificial Intelligence is transforming the iGaming industry — from shaping new game mechanics and visuals to powering responsible play, fraud detection, compliance, and secure payments. But as personalisation deepens, the question remains: how can the industry harness AI responsibly and sustainably?

In a recent iGaming Expert roundtable, leading figures including Dr. Andreas Koeberl, CEO at BetGames, joined a panel of experts from Playson, The Mill Adventure, and OpenSlots to share their insights on the opportunities and challenges ahead.

AI as the Next Frontier for Game Creation

According to Dr. Andreas Koeberl, the most exciting potential lies beyond incremental improvements like player segmentation or live bonusing. “The bigger opportunities come when we start rethinking existing business models — the moonshots,” he said.

He suggested that AI could soon reshape the way content itself is created and distributed, shifting the focus from traditional game production to AI-driven content generation platforms. “That’s what will unlock new creative possibilities and potentially new types of games,” he noted.

Referencing Google’s latest world model, Genie 3, Dr. Koeberl added: “This is the most disruptive technology of the decade — and most likely beyond. We should be thinking in radical terms, not just using AI to crank out more games.”

Personalisation and Responsible Innovation

Other experts highlighted AI’s role in enhancing player experiences through smart personalisation. From adaptive lobbies and tailored challenges to predictive engagement, AI is helping operators create unique player journeys while promoting safer, more transparent gameplay.

However, as AI evolves faster than regulation, industry collaboration is key. Dr. Koeberl emphasized that responsibility must lead innovation: “Regulators are often slow to adapt, but that shouldn’t be an excuse. It’s on us as an industry to show how AI can enhance—not endanger—the ecosystem.”

🧠 The Takeaway

AI’s promise in iGaming extends far beyond automation. It’s paving the way for new creative models, smarter personalisation, and more ethical engagement. As BetGames and other innovators explore these horizons, the focus remains on using technology to elevate entertainment responsibly.

This article is based on the first part of iGaming Expert’s “AI in iGaming” roundtable (October 2025), featuring BetGames CEO Dr. Andreas Koeberl. Part two of the discussion will be released soon.

In today’s fast-paced iGaming world, differentiation goes far beyond diverse portfolios or generous bonuses. Players now expect experiences that feel personal, rewarding, and truly interactive — where every session offers a sense of progress and achievement.

With the launch of Hero, BetGames’ new promotional and gamification engine, we’re redefining how engagement and retention are built. We sat down with Ian Catchick, Chief Product and Business Development Officer at BetGames, to talk about what’s driving the gamification trend and how Hero is designed to help operators stand out.

Evolving Engagement: From Simple Add-Ons to Strategic Engines

Gamification has transformed from basic engagement features into a core growth driver for suppliers and operators alike. Well-designed systems now influence key performance metrics — extending session duration, encouraging return visits, and boosting long-term loyalty.

Today’s gamification tools are more sophisticated than ever, offering real-time data insights and a high level of customization. With Hero’s dedicated back office, partners can tailor challenges, tournaments, and prize structures to match their audience’s motivations and commercial goals.

Why Players Love Game-Like Mechanics

From tiered achievements to leaderboards and XP progression, video game-inspired systems resonate deeply with players. “People are motivated by visible progress and recognition,” Catchick explains. “Whether you’re unlocking new levels in a console game or chasing a spot on an iGaming leaderboard, that sense of advancement keeps engagement high.”

Hero captures this with its XP and level-up system, rewarding persistence and encouraging replay. Players collect XP for in-game actions, filling a visible progress bar that leads to new avatars and prizes — delivering a satisfying sense of reward and progress.

The Power of Personalization

In a world full of distractions, personalized communication is key. Hero allows operators to send direct, in-game messages that feel timely and relevant — whether reminding players about an unclaimed reward or highlighting their next milestone.

“Generic messages are easy to ignore,” says Catchick. “Tailored notifications that acknowledge player progress make them feel valued beyond just gameplay — and that’s what builds emotional loyalty.”

Standing Out in a Competitive Market

Hero turns a single-player experience into a social, multi-layered journey. With challenges, tournaments, and real-time leaderboards, players not only compete for rewards but also share the excitement of collective progress.

The system also bridges the gap between product verticals. By integrating slots, RNG, and live dealer content, Hero helps operators drive cross-sell opportunities — reigniting engagement with established titles and amplifying the impact of new game launches.

Looking Ahead: The AI-Powered Future

According to Catchick, the next step in gamification is smarter, data-driven personalization. “Artificial intelligence will soon allow us to deliver experiences that adapt dynamically to individual player behavior,” he says. “This will redefine what ‘personalized engagement’ truly means in iGaming.”

As AI continues to reshape the industry, tools like Hero will become even more powerful — capable of creating player journeys that feel unique, rewarding, and deeply connected to each brand.

About Hero

Hero is BetGames’ in-game promotional and gamification tool, designed to:

1. Boost player engagement and retention
2. Support cross-game activity across all BetGames titles
3. Enable partners to design and manage campaigns via a fully customizable back office

Players complete Challenges and join Tournaments to earn virtual Coins, which can be spent in the Shop on free plays, bonuses, or real-world prizes. Personalized Inbox messages keep players connected and motivated, while XP and avatar systems fuel long-term loyalty.

Hero – Every Game, Every Player, Every Day.