A constant battle for supremacy encompasses the industry on a constant basis, centred around the necessity to cleverly and effectively utilise new technologies to remain an appealing prospect in the eyes of players.

As preferences differ from country to country, and tastes and expectations continue to alter at speed, artificial intelligence represents that greatest prospect for the industry at the present time.

That is the viewpoint of SoftConstruct CEO, Leonid Kirakosyan, who recently addressed what lies ahead for the industry and the company itself, as well as how emerging tech will allow lofty ambitions to be consistently met.

After being pressed on what he would highlight as the biggest opportunity in the betting and gaming industry over the next couple of years, Kirakosyan was firm and forthright with his thoughts.

“Without question, the biggest opportunity is harnessing AI and advanced analytics to deliver hyper-personalised, responsive experiences for every player,” he explains

“Players’ expectations are rapidly changing: they want intuitive recommendations, instant service, and a user journey that feels uniquely theirs at every touchpoint.

“At the same time, AI enables operators to tackle longstanding business challenges such as fraud, bonus abuse, and player churn far more precisely and proactively than ever before. 

“Those who embrace the power of ‘adaptive intelligence’ – making every product as adaptive as a chameleon – will set the new standard for growth, loyalty, and profitability in our industry.”

With the potential road to consistent future success established, Kirakosyan continues the conversation by taking a look at what elements of BetConstruct business are best placed to take advantage of the opportunities that lie ahead.

Here, a purpose-built suite of AI solutions is highlighted, which, it is noted, was designed specifically to tackle iGaming’s largest challenges.

“We are especially well positioned because our solutions operate as an integrated ‘chameleon’  constantly adapting not just to industry trends, but to each player in real time,” he says.

“This deep adaptability enables our partners to unlock full benefits of AI, faster and more effectively than those trying to retrofit generic tools to iGaming environments.”

However, with AI firmly established as representing the industry’s future across many circles on a global basis, what exactly are the specifics behind its usage?

Stepping away from vague sweeping statements that often accompany such predictions, talk swiftly turns to how AI can have the biggest impact for stakeholders.

“Intelligent game recommendation systems, powered by advanced AI, are set to make the most significant impact across the entire iGaming value chain,”  Kirakosyan comments.

“For players, the experience becomes instantly more rewarding and intuitive. For operators, these systems dramatically boost engagement and user experience by ensuring every player receives tailored content that matches their unique preferences and mood – no more one-size-fits-all lobbies or irrelevant promotions.”

As the conversation drew to a close, attention remained on the road ahead, but more specifically on what could shape the coming 12 months.

Regarding the areas of the business that we should be looking to for innovation, a four-point plan was established.

Kirakosyan concludes: “From my point of view, in the coming year, the most exciting areas for innovation will be:

• “Real-time personalisation: evolving solutions to create even more responsive, context-aware player journeys.
• “Predictive player care: anticipating player needs and risks before they arise – whether it’s recognising future VIPs, preventing churn, or supporting responsible gaming.
• “Integrated AI ecosystems: breaking down silos by uniting different AI models into a seamless, adaptive environment – so operators can deliver frictionless, intelligent experiences at scale.
• “Transparent, trusted AI: focusing on explainability, data privacy, and regulatory alignment to ensure every innovation delivers value without introducing risk.”