PartyCasino Looks at AI and Future Advancements

June 17, 2022 12:09 PM EDT | Source: Intelligiants Ltd

  • AI behavioral technologies developed by Entain and Harvard Medical School
  • Local tests of ARC program show positive results
  • UK national tests of the program to commence this summer
  • Launch of the ARC program in Rest of World to follow 

  • Ottawa, Ontario--(Newsfile Corp. - June 17, 2022) - Gaming group Entain plc, home of a handful of international gambling brands, such as PartyCasino, has developed an Advanced Responsibility and Care program (ARC) based on Artificial Intelligence (AI), with the aim of improving and identifying high-risk behavior, as an extra layer of protection for their customers.

    The ARC program uses 30 markers to identify patterns and behaviors in players. The markers, which look at the complete range of players' patterns during play, were developed through Entain's partnerships with Harvard Medical School and other leading researchers. The ARC protector model is currently being developed and tested on a small scale in the UK, ready to be launched nationally this summer, with a potential roll out to Rest of World to follow.

    According to a survey conducted by Future Anthem's "2021 State of Online Gambling", it was found that over 50% of organizations use predictive analytics in their responsible gambling assessments. In addition to that, 70% of the companies are looking at improved use of data as a key focus area for their business. When AI is used correctly, online casinos and gambling sites are able to understand early warning signs and discover interventions that will ultimately result in safer gambling.

    Adoption of this type of technology in the gaming industry will be revolutionary for responsible gaming. This allows operators to have a more preventative reaction rather than proactive. AI can also assist the industry in other aspects of gambling such as:

    • Improved management of finances
    • A better understanding of gambling behavior
    • Newer betting opportunities
    • Quick Fraud Detection and Augmented Data Security
    • Identification of Problem Gamblers
    • Accentuated Customer Satisfaction Levels
    • Better overall user experience

    David Winter, Marketing Manager at PartyCasino, part of Entain Group, says that "The biggest challenge for an online based industry is to keep up with new technology and implementation, to create the best possible customer journey. With AI and big data, the casino industry has been given many great opportunities to understand their audience better and make sure that their customers are exposed to a safe, reliable, and enjoyable product. It is our responsibility to keep up with times and embrace what is to come next."

    PartyCasino also posts articles on topics such as AI, blockchain, VR, and how new technology is implemented in the casino industry. The latest blog post looks at innovative companies and new technologies, but also the consequences of not keeping up with times.


    Fred Kvarnebrink

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