Responsible gaming in the age of AI and data

February 13, 2025

Responsible gaming in the age of AI and data

Artificial intelligence (AI) can transform responsible gaming, according to Dr. Kasra Ghaharian, Director of Research at the University of Nevada, Las Vegas International Gaming Institute. Speaking with SiGMA TV, Ghaharian highlighted the potential of agentic AI in detecting problem gambling behaviours and providing real-time interventions.

“We’re looking at how we can use agentic AI in a chatbot experience to teach consumers about responsible gambling,” Ghaharian said. The aim is to create an interactive learning environment where users can better understand gambling basics, such as odds and probability. “If they understand the basics and the foundations of gambling, maybe they’re less likely to get into problems,” he explained.

Dr. Kasra Ghaharian from UNLV International Gaming Institute on data, AI, and responsible play. (Source: SiGMA.World)

Open banking for better risk identification

Another area of research focuses on open banking technology, which could provide a more comprehensive view of gambling behaviour. “We’re working with a few companies in the UK, like [the] Department of Trust and Jasper, to see how data can help support prevention and risk identification in gambling,” Ghaharian said.

Traditionally, gambling operators have relied on a single view of the customer, based on data from their own platforms. “If you’re using open banking data, you actually get a much more holistic perspective of customer activity, which I think could be really powerful,” he noted.

The need for education and awareness

Ghaharian stressed the importance of educating both gamblers and the broader public about the realities of gaming. He recalls a personal experience where people unfamiliar with the industry viewed his research as controversial. “They were scared about it. They had all these questions,” he said.

He believes public perception can be improved through education on the economic benefits of gaming, such as job creation while acknowledging the risks. “Understanding the specifics about the harms and the benefits is what probably needs to happen,” he added.

Ghaharian also suggested that responsible gambling education should start early, much like conversations about alcohol. “With alcohol, parents often talk to their kids about how to drink responsibly. Are they [also] having those conversations with their kids about gambling as well?” he asked.

Clarity in responsible gambling messaging

The lack of consistent terminology in responsible gambling discussions is another issue Ghaharian highlighted. Terms such as “responsible gambling,” “safer gambling,” and “sustainable gambling” are frequently used interchangeably, which can be confusing for consumers. “There’s not a consistent message out there for the consumer,” he said.

Ghaharian said more transparent communication and standardised language could help improve public understanding of responsible gambling initiatives.

The future of gaming research

Meanwhile, Ghaharian’s journey into gaming research was shaped by his early interest in poker and his academic experiences at the University of Nevada, Las Vegas. “I always had a passion for it, but my interest really grew during my master’s degree,” he said. His mentors introduced him to the power of data in decision-making.

His research now focuses on leveraging data and analytics to drive change in the industry. “Keeping abreast of emerging technologies like artificial intelligence and blockchain is going to be massively important,” he said.

As gaming continues to evolve, Ghaharian advocates for a balanced approach, embracing innovation while ensuring player protection remains a priority. “It’s a very fast-evolving space,” he said, and research will be key in shaping its future.

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