AI in iGaming: Strategic Implementation, Personalisation and the Future of Customer Experience

Artificial intelligence is reshaping the iGaming industry, but not every solution adds real value. In this episode of 15M Mastery, Tom Ustunel, CEO of Sportingtech, explores the opportunities and pitfalls of using AI in gaming platforms. He explains how AI can drive personalisation, improve marketing strategies, and streamline processes—but also why operators must avoid over-investing in tools that don’t deliver tangible returns.Tom highlights the future potential of AI to transform customer service, player interfaces and real-time personalisation by analysing user behaviour alongside external data sources. At the same time, he stresses the importance of keeping user experiences simple, authentic and grounded in human connection. The platforms that thrive will be those that deploy AI where it adds the most value, while staying agile and culturally relevant in rapidly changing markets.Whether you’re an operator, product manager, or technologist, this conversation breaks down what AI means for retention, monetisation and long-term strategy in iGaming.What you’ll learn in this episode:How Sportingtech evaluates where AI delivers real value in iGamingWhy AI-driven personalisation will reshape user experiences and marketing strategiesThe risks of over-complicating customer interfaces with AIHow to balance automation with authenticity and human touchWhat the next 5–10 years of AI adoption could look like for operators