ICE Rides The AI Wave

THE CONTINENT’S casino interests converged on Johannesburg in early October to talk business at ICE Africa 2019. And the overall impression was that of a resounding success, as Gaming for Africa roamed the aisles in search of newsworthy exhibitors.

First call in a crowded hall was to the GLI stand, where Devon Dalbock answered our questions about trends. He’s the man to ask about the near future, because the GLI Africa labs are busy testing gound-breaking approaches to the world of chance. Last year, there were two exhibitors with products based on blockchain, but this trend seems to have been a flash in the pan Devon said there are two main trends this year. “Artificial Intelligence is the next big thing – with systems that learn from players’ preferences and habits. These systems are already legal in Africa, the EU and the States. Each player gets a tailored offering – based on past habits – to suit just him or her, and the machine greets them by name. The other growing movement is toward virtual AI-driven online casinos, and in this regard, website appeal is very important.”

According to Devon, “I’m like a fisherman in a shoal of fish We’re surrounded by old customers and potential new ones, at a time of change when our labs are in demand. So, yes – GLI is having an excellent expo.”

Our next call was to the stand of a trusted slots brand that seems stronger than ever: Aruze. GM Riaan Swart said, “We’re having a good show this year, doing lots of business.” He proudly demonstrated the video slots Dancing Lions and Golden Happiness from his new Wealth of Coins series. These designs rely on crowd-pleasing features such free games, with more wilds, and a jackpot.

Then it was on to shake hands with Simon Pintar and Primoj Kovac, representing the Slovenian electronic table game firm Spintec Gaming Solutions. Simon said, “Our games keep the players involved for longer sessions, and we have proof of that.

This is our first appearance at ICE Africa, and we will definitely be back here next year. There has been great interest in multiple set-ups of our Aura terminals, which are not limited to roulette. In fact, players can range through everything the multi game terminals offer.” Spintech also offers the classic Karma 8 automated roulette system, which has become the mainstay of many Asian casinos.

Aardvark is a very African name for a go-ahead Lithuanian outfit which has been making waves for the last five years. Arijus Denisovas and Julius Krivkas explained that they already have some South African customers for their bookmaker systems, and have exhibited at the London ICE.

Julius said, “What we have is a system to fill every need a bookmaker may have. We offer everything: Wheel of Fortune, Keno, global horse racing, live action roulette, live soccer – you name it! We have strong anti-fraud measures, detailed reporting – and we can bring a new customer on board within a day. And not only do we keep a bookmaker happy – there is much convenience for the player.”

BtoBet is firmly based on Artificial Intelligence and Machine Learning. Sophisticated algorithms operate live and online casinos, in collaboration with technical partners such as STM, and the excitement generated by the Neuron sports book, which offers some 60 000 events per month. But the five-year-old company has a unique philosophy – a powerful business model which is driving the rapid expansion of BetoBet all over Africa. Gibraltar-based chairman Alessandro Fried told Gaming For Africa: “We don’t work from the top down, supplying entertainment to a mass of anonymous players in the hope that they will go for attractions that worked on other continents. We target the individual – in his own environment, his own culture, his own language. And we treat each player as our main customer. We work from the African grass roots upward!”

Alessandro calls the process “personalisation”. In practical terms, this means that BetoBet already has local partners – agents of all sizes, mostly small and medium enterprises – in some 25 (and counting) African countries. Managers and players speak dozens of languages and dialects. These taverns, shops, clubs and betting outlets, now numbering more than 100, are owned by locals, who run them with a wealth of local knowledge. When a regular player comes into a local outlet to enjoy a flutter, the system will greet him or her by name, and ask what the customer’s in the mood for that day. And there are opportunities for several outlets to team up in special promotions – even across borders.

“AI is at work all over the world,” said Alessandro. “It is very powerful, granted. But you cannot impose Asian or European cultures on Africa. The player must feel that betting is part of his own world before he will trust us. And the continent of Africa has many, many widely differing cultures. By working with local agents in each country, we reach the African player’s heart. Our players are no longer an anonymous, faceless mass. They go back to our outlets again and again – for a face-to-face encounter in which they feel comfortable.

“We have a clear vision of how we want to work. The individual player drives the system, not some remote head office where they speak a foreign language and are completely ignorant of African attitudes, ambitions, customs, etiquette and tradition. The data from our outlets is fed back by AI and comes through to us as vital information. The great priority for BtoBet is the African player’s user experience – that’s what drives management and marketing decisions affecting our dozens of partner shops. The player must be acknowledged and made to feel at home – in his terms, not ours.”

This form of “gaming democracy” has fuelled BetoBet’s rapid expansion, and Alessandro is looking forward to even more explosive African growth. His “strong knowledge” philosophy is supported by the very best in technology – AI, machine learning and a very robust platform. The player is not subject to the governance of a company policy based in an alien culture – instead, he gets what he wants in an African way. And he comes back again, because to him the place feels familiar.

For BetoBet, variety is the daily rule – different strokes for different African folks. Which also means that compliance with local African regulations can be a far-from-simple process. But it’s worthwhile in the end. “When we get into the ecosystem,” as Alessandro puts it, “The opportunities are spread out before us.” He added, “To create wealth with this business model is a massive job – but I just know that the market will be amazing!”