We’re back with a brand-new episode of Footprints in the Market | Influencing iGaming! This week, our host Sharon McFarlane was joined by Niamh Gallagher. Niamh is Marketing Manager at Mindway AI, an award-winning safer gambling software provider.
Niamh and Sharon sat down to discuss the role of AI in responsible gambling, how to balance customer acquisition and brand-building, the importance of industry events and much more. Listen in at the link above and check out our summary below.
The Role of AI in Safer Gambling
The gambling industry is going through a period of unprecedented growth. The rise of online platforms has seen the sector boom, with more players, platforms and providers than ever before. However, as the famous adage goes, with great power comes great responsibility. The onus is on the industry to protect players against potential harm.
Mindway AI utilises artificial intelligence technology to provide software solutions that allow operators to dynamically scan for and identify problem gambling. Niamh explains:
“Our algorithms are trained by experts. We have an expert panel of psychologists and psychotherapists and experts in the field who look at the data and then the algorithm is trained on that. It detects normal but also problematic behaviour so that operators can make more informed decisions on how to interact and intervene early with those players to avoid problems escalating.”
The iGaming industry has long been at the forefront of cutting-edge technology. Mindway AI is a perfect example of this and demonstrates how technology can be used for player welfare as well as things like game design, market research and content creation.
The Need for Education
It’s no secret that iGaming, and the wider gambling industry, faces a lot of criticism. However, while there are no doubt valid concerns, the vast majority of operators are working tirelessly behind the scenes to ensure players are safeguarded. In addition, stringent restrictions imposed by regulatory bodies ensure protective measures are put in place.
Niamh touches on the subject in this week’s podcast episode and suggests that perhaps more could be done to educate players and the wider public about the efforts being made. If more players knew about the protective measures and harm-reduction resources available, it could go a long way to reducing rates of gambling-related harm and improving the industry’s reputation.
Choosing the Right Events to Attend
The iGaming calendar is chock-full of industry events and conferences. While it might be tempting to attend as many as possible, taking a step back and choosing only the most relevant can offer much more value.
Think about the theme of the event, who’s going to be there and what’s going to be discussed. Do you have something to offer, or is there something of value you can take away? These are important questions to answer, and they can help save you from what might be an enjoyable but ultimately fruitless trip.
As Niamh says in this week’s episode, geographic location is important as well. Evaluate what’s happening in a particular market when earmarking events on your calendar.
Niamh and Sharon also discussed:
B2B content that converts (jump to 11.23)
Customer acquisition v brand building (jump to 13.50)
Emerging iGaming trends (jump to 19.57)
A huge thanks to Niamh for joining us on Footprints in the Market, some fascinating insights here for you all to get your teeth into. Watch this space for episode 7!
