Philip Sultana, Head of Design, Brand & UX/UI at PressEnter

From streamlining product design to automating monotonous business processes, AI “has proven to be a valuable tool in multiple ways” for the casino space. 

Those were the words of Philip Sultana, Head of Design, Brand & UX/UI at PressEnter, speaking on the operator’s attitude towards artificial intelligence ahead of his appearance at SBC Summit Barcelona

Before speaking on the ‘AI disrupting slot design’ panel in Catalonia, Sultana spoke to CasinoBeats about ways in which the group has leveraged existing AI models to achieve its goals, while also expressing that creativity will always come out on top as the market faces a risk of becoming oversaturated by rapidly evolving and increasingly available technology. 

CasinoBeats: At SBC Summit Barcelona, you’ll be appearing on an AI-focused panel looking into its impact on game creation. Can you explain PressEnter’s attitude towards AI and how it has impacted the company’s operations?  

Philip Sultana: As a relatively small company aiming to challenge the status quo, we are always on the lookout for creative solutions that drive novel ideas efficiently. AI aligns with these objectives, so it’s no surprise that at PressEnter we’re deeply interested in it. 

AI’s versatility has led us to explore its applications across various departments. Speaking from a product design perspective, it has proven to be a valuable tool in multiple ways. 

CB: Due to AI technology’s exponential growth throughout 2023, many experts have suggested that companies should slow down developments to keep AI under control. Do you expect companies within the gambling world to consider keeping AI under control or has the train already left the station in that respect?  

PS: There are companies that develop AI tools, and others leverage existing ones for their goals. PressEnter falls into the latter category, using off-the-shelf, ready-made apps accessible to all. Ground rules for AI are crucial; otherwise, like any industry, our field might prioritise financial gains over ethical considerations. 

Having said that, it’s never too late to mitigate or even reverse some damage, so no, I wouldn’t say that ship has sailed. The igaming industry has a long history of legislation catching up and companies conforming retroactively. 

CB: Do you think there is a chance that the industry’s mass adoption of AI technologies and machine learning could hinder originality and contribute to a highly saturated market?  

PS: AI will certainly facilitate the creation of larger volumes, possibly leading to a more saturated market in a shorter span of time. Generative AI, by nature, references existing content to generate new material, so this will inherently keep on perpetuating existing trends. 

However, these factors do not negate the potential for creative individuals with unique ideas to produce standout, original content. I believe it won’t be too dissimilar to the transition from handwritten manuscripts to the printing press, where masterpieces of literature coexisted with increased volumes. 

CB: While appearing on the game design panel, you are also set to speak on a branding roundtable. How important is it for operators like PressEnter to ensure that online casino platforms are designed with players in mind?

PS: Considering the player’s perspective when designing online casinos is essential for creating a satisfying and responsible gambling experience. It not only benefits the players, but also contributes to the long-term success and reputation of the casino itself. 

The casino’s brand identity greatly impacts how it is perceived by players. The ultimate goal is to create a positive and memorable brand image, one that makes the players more likely to associate the casino with trustworthiness and reliability, and perceive it to be aligned with their priorities in general. 

When designing products from both a UX and UI perspective, we take a player-centric approach so that the product is easy to navigate, visually appealing, and offers a seamless and enjoyable experience. Ultimately, this should lead to enhanced user satisfaction, encouraging longer engagement and increasing the likelihood of repeat visits. 

CB: How useful have AI and other technological advancements been for PressEnter in achieving a strong brand identity across its different platforms?  

PS: All the brands in our current portfolio were developed before the widespread adoption of generative AI tools. However, in the design team, we have integrated the use of AI within our repeatable creative processes. It is currently being utilised during brainstorming sessions, mood board creation and for quick thumbnail sketches, which are then fully developed into complete artworks. 

We’ve also employed generative AI to create visual elements, enhancing human-made designs, while we’re also currently testing AI-driven Quality Assurance tools to automate some of this laborious process.  

CB: Finally, what does PressEnter have in store for SBC Summit Barcelona, and what are you looking forward to most about the event?  

PS: Apart from everything that we’ve come to expect from SBC, I’m personally excited about connecting with brand owners and fellow creative peers. I’m eager to exchange ideas on brand-building and development and discuss what the future might hold.

SBC Summit Barcelona banner

Sazonova and Longmuir will participate in a panel entitled ‘Debate: are aggregator reaching market saturation’ on Wednesday 20 September at 15:00-15:40. They will be joined by fellow panellists Alexandre Tomic, Founder and CEO of Alea, and Niall Thomas, CEO of Spinbet, with Consultant Liam Mulvaney on moderating duties.

SBC Summit Barcelona, taking place from September 19-21 at Fira de Barcelona Montjuïc, will bring together 15,000 delegates, offering them a platform to delve into the cutting-edge via a dedicated ‘Casino & iGaming Zone.’