SBC Summit Americas 2025 provided key stakeholders in gaming with the opportunity to network and discuss hot topics impacting the industry including advanced technology.
The impact of technology on sports betting was discussed by a panel of industry experts at the event held in Fort Lauderdale at the Broward County Convention Center.
The panel discussed the decision by sportsbook operators in the U.S. to either embrace or fight against the integration of advanced technology like AI. The discussion included FairPlay Sports Media Group CEO Stuart Simms, Betting Hero Executive Team Member Scott Miller, Codere Online CEO Aviv Sher and Coolbet President Endre Nesset.
The panel, moderated by Kero Sports CEO and founder Tomash Devenishek, also included Sportradar Chief Product, Technology & AI Officer Behshad Behzadi.
AI and machine learning enhance productivity
AI and machine learning are rapidly changing how entities in gaming conduct business.
“Technology itself doesn’t necessarily change what you do, it changes how fast you can get to those answers and how quickly you can understand and analyze data,” said Devenishek.
New technologies are allowing operators and suppliers to be more productive and efficient.
“We use Google Gemini with everything we do,” said Behzadi “It summarizes all types of policies that you have. It’s probably the biggest time saver for me in my day-to-day.”
Advanced technology also cuts costs while providing more time for employees.
AI recently allowed Kero Sports to handle a tax-related challenge with a customer who sought to withhold a specific tax that didn’t seem reasonable. Kero Sports used AI to determine whether the withholding made sense instead of paying for legal services.
“What would have taken days and thousands of dollars took five minutes,” said Devenishek.
The implementation of AI and machine learning improves efficiency but can take time.
“AI can really hold things well at an enormous scale,” said Miller. “But it’s about the infrastructure that’s in place and the investment plan that takes real cash and real time.”
AI requires investment but the technology allows companies to diversify their offerings.
“It’s exciting in terms of creating competitive consumer experiences at a relatively low cost,” Nesset told conference attendees.
The experiences include personalization in online casinos and sports betting platforms.
“AI will open new markets that are more personalized,” said Sher. “Consumers will get more because our business [Codere] provides entertainment to make the most out of your bets.”
Understanding advanced technology
The implementation of AI and advanced technology in gaming is being studied.
Earlier this month, the UNLV International Gaming Institute launched an AI-focused initiative for researching the impacts and risks of AI in the gambling industry.
The initiative, AiR Hub, launched with support from Action Gaming, Evoke Plc, Kindbridge Behavioral Health, Playtech Plc and ROGA. AiR Hub is allowing other organizations to join its founding member round, which is open for the next six months.
AI will continue to be a hot topic of discussion as customers also embrace the technology.
“In our own client survey, AI is the most exciting theory in terms of creating competitive consumer experiences at a relatively low cost and with incredibly agile response time to personalization,” said Simms.
Key stakeholders will continue to implement AI as advanced technology moves forward.
