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German B2C and B2B transactional portals run on the framework we are developing! AI in iGaming – From trend to necessity
Artificial Intelligence is becoming an increasingly important part of the iGaming sector. What was once a popular buzzword at conferences is now evolving into a real, practical tool supporting business growth, whether for casino operators, tech providers, game studios, or affiliate networks.
While the iGaming industry has approached AI with caution, it’s important to recognize that AI currently offers a competitive advantage, but soon it will become a standard. Companies that fail to adapt may find themselves falling behind.
More talk than action – but that’s changing
Despite growing interest, it still feels like there’s more talk about AI than real implementation. Only a limited number of companies have truly integrated AI into their day-to-day operations. Let’s be honest, using ChatGPT for content research or blog writing is not a real AI implementation.
The main barrier isn’t technology, it’s organizational and communication challenges: unclear goals, difficulty identifying the most valuable use cases, and resistance to change, both on team and leadership levels.
Many companies claim to be “AI-ready,” but what they actually need is education, awareness, and a clear starting point. Fortunately, the conversation is shifting, from “Should we use AI?” to “How do we use it effectively?” This shift from theory to practice is a crucial moment for the industry.
AI as part of a modern development process
AI is already transforming how iGaming products are designed and delivered. In the needs analysis phase, AI processes massive datasets about players and competitors to deliver better-fitted solutions. In UX/UI design, it helps generate layouts, automate usability testing, and adapt interfaces for specific markets and user types. In development, AI assists programmers in writing and optimizing code, speeding up the entire process. In QA, it enables game testing at an unprecedented scale by generating test scenarios and spotting bugs a human might miss. A great example is PlayPatrol – a tool for automatic slot testing that can review hundreds of titles in just hours, with no need for constant script rewriting.
In-House AI-Powered solutions
At createIT, our experience with global clients has led to the development of dedicated AI tools for iGaming, such as:
- WinWords AI – helps generate optimized SEO content quickly and efficiently, including news articles and game descriptions. The content is also auto-indexable and can be integrated directly into CMS platforms.
- PlayPatrol – automatically tests slot games for key functionality issues, license compliance, and WCAG accessibility.
These tools not only speed up work but also help maintain high product quality under growing time, cost, and competitive pressure.
The most common mistakes in AI adoption
One of the biggest misconceptions is that AI will “do everything on its own.” In reality, successful implementation requires:
- high-quality data – poor or incorrect data can completely skew results,
- clear business goals,
- careful control over automation scope.
Another trap is using AI just to cut costs. Some game studios now produce nearly entire games with AI: graphics, animations, even code. While this speeds up development, it often comes at the cost of quality and unique player experience.
AI can’t replace creativity, storytelling, or market insight.
Perhaps the most dangerous myth is that AI will replace humans. In fact, successful AI use proves the opposite, AI supports humans by taking over repetitive tasks, allowing teams to focus on strategic work. Teams that use AI gain new momentum and efficiency, without layoffs, but with role shifts.
Competitive edge or industry standard?
Right now, AI may still be seen as a competitive edge, but in just a few years it will become a basic operational standard. In iGaming, where speed, personalization, and precision matter, those who don’t integrate AI will lose ground to more advanced competitors.
Just as no one today imagines working without a CRM, soon AI will be essential, from game development and user traffic management to data analysis and customer support.
Irreversible change and the limits of automation
The biggest shift AI brings is a change in mindset. Processes are now designed with automation, AI testing, and real-time personalization in mind from the start.
Still, not everything should be automated. The emotions behind gameplay, game design, storytelling, and user empathy require human creativity and cultural insight. AI can assist—but it can’t replace the human element in building truly engaging experiences.
Global differences in AI adoption
Markets vary in scale and in how they adopt technology. In Poland and Europe, there’s strong technical understanding of AI but more caution around implementation. In the U.S., we see fast growth in “AI-driven” startups, often backed by investors, even when their innovation is just integrating with existing language models.
Interestingly, European companies more often use AI for internal process optimization, while the “if it ain’t broke, don’t fix it” mindset seen in some U.S. companies can slow down adoption.
What’s next?
The coming years will be full of experiments. The market will see a flood of low-budget implementations, average games, and AI-based solutions with no clear direction. But out of that chaos will come new standards: platforms, tools, and workflows that will shape the future of iGaming.
In the long run, the difference between winners and losers won’t be whether they use AI, but how effectively they integrate it into both tech and company culture.
Four AI key recommendations for iGaming companies:
- Start with a goal, not the tech – AI must solve a specific business problem, like improving player experience, boosting efficiency, or optimizing operations.
- Build internal skills or find the right partner – AI is an ecosystem, not a tool. If your team lacks experience, work with a tech partner who can guide you.
- Think in iterations – Avoid big one-off projects. Experiment, test, and learn in practice. Success comes in stages.
- Laern – AI Collective Spain is already active in the industry as a chapter of the international organization, bringing the iGaming sector together around the topic of artificial intelligence. The initiator of AI Collective Spain is Bartek Borkowski, Managing Partner at createIT and Head of AI Collective Poland. The Spanish chapter is led by Julia Berezińska.
