Artificial intelligence versus human intelligence – a contest that seemingly only has one winner. But according to SOFTSWISS, while AI is an effective tool for analysing large data sets in real-time, the final decision should still be left to an expert.
Igaming software provider SOFTSWISS, having integrated AI practices into its everyday operations, has shared its experience of how they’ve been implemented and some of the challenges involved. The company also talked about how the technology has proven to be a valuable asset thanks to the way it has revolutionised real-time data analysis, player management, content personalisation, and design.
Real-Time Data Analysis
The anti-fraud team within SOFTSWISS’ managed services played a pivotal role last year in saving operators €16m+ by processing 61,810 requests. It is hardly possible, said the firm, to analyse such data volumes by hand. Which is where AI stepped into the frame.
The SOFTSWISS R&D department first developed the anti-fraud service – a real-time data analysis tool leveraging machine learning models – to detect suspicious cases and bring them to the attention of the anti-fraud team experts. And thanks to recent updates to the service, it now has an enhanced ability to assess the quality of affiliate traffic to “ensure a secure and trustworthy igaming environment”.
According to SOFTSWISS, another valuable tool that hails from its R&D department is Business Metrics Monitoring and Management (BM3), a machine learning-driven system that analyses key business indicators and identifies deviations on a near-real-time basis.
BM3, it said, helps identify potential issues more efficiently than traditional rule-based solutions, enabling prompt detection and troubleshooting to prevent negative impacts on client business and avoid financial losses.
COO Vitali Matsukevich commented: “AI is an effective tool for analysing large data sets in real-time, but the final decision should still be left to an expert. With all speed and efficiency, you can’t put all the responsibility for business decisions on artificial intelligence.”
Player management and content personalisation
Another area where AI has demonstrated its efficiency, said SOFTSWISS, is player management. On that front, its R&D department has developed a service called DOSSIER, which analyses player behaviour to enhance gaming experience. This service, said the company, also predicts future actions, “enabling operators to make timely and tailored offers”.
By way of example, the system identifies players with high potential lifetime value and allows operators to offer them special bonuses or assign individual managers. Such segmentation can be used across various scenarios, SOFTSWISS explained.
AI has also been put to effective use by the firm in the SOFTSWISS Sportsbook to personalise content for players, with AI-based tools enabling the display of events according to player preferences. The system collects real-time data on player activity and then delivers the most relevant content, including suggested events that appeal to specific players or similar player groups.
Matsukevich added: “When it comes to players, this approach helps reduce the time between bets and increase their amounts and player LTV. When players easily find exciting events tailored to their preferences, their gaming experience becomes more enjoyable, positively impacting overall business performance.”
Igaming brand design
According to SOFTSWISS, design is one of the “trendiest areas where AI is making significant strides”, and the igaming industry is no exception. At SOFTSWISS’ WebStudio, the implementation of generative artificial intelligence has, it claimed, become “a game-changer”.
The WebStudio’s primary goal, the company advised, is to deliver projects that “not only meet but exceed client expectations, offering exceptional service at every step of the way”.
SOFTSWISS believes that AI acts as a valuable ally in this endeavour, particularly during the initial layout creation phase. Through carefully crafted queries, AI generates a diverse range of images aligned with specified parameters, it said, offering various compositions, details, and content, while preserving the essence of the original concept, in just minutes.
Such images then serve as a basis for further refinement by illustrators and animators, resulting in multiple templates shared with clients for additional development and finalisation.
Summarising the increasing influence of AI on the industry, Matsukevich said: “Being innovators in the field, we continuously explore and test emerging tools, adapting worldwide trends to enhance the igaming experience. The enormous potential of AI lies in its ability to optimise repetitive tasks and handle big data, improving overall efficiency.
“Nevertheless, we exercise prudence when integrating AI into decision-making processes, recognising that unforeseen outcomes could result in financial losses. Striking the right balance between leveraging AI’s capabilities and maintaining human oversight is crucial to ensuring sustained growth and success.”