“ We ’ ve seen a 30 % growth in revenue due to our improved decision-making on positioning the right offers so our traffic is matched up with the right journeys ”
ANDREW LEE Andrew Lee is group operations director at QiH Group and has worked for the company in various roles since joining in 2015 . Andrew has been in the gaming industry since 2008 and has previously held positions at Metro Play , Kambi and Unibet .
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“ We ’ ve seen a 30 % growth in revenue due to our improved decision-making on positioning the right offers so our traffic is matched up with the right journeys ”
using AI to detect changes across their documents , as well as changes on our partner pages that we direct players to .
Gambling is a highly regulated industry , so it ’ s crucial that we are notified of any revisions to ensure our ongoing compliance . To have people looking at the volume of partners we work with every day would be not only costly but also arduous , whereas AI tools can do a lot of the heavy lifting here .
We also see it as having interesting applications in detecting and preventing fraud , which has been quite prevalent in gambling in the past .
Overall , we are approaching it with an open mind but also adopting a measured approach . AI is not a magic tool or silver bullet where you just plug something in and expect the output to be perfect . As with all new systems and tools , you ’ ve got to put the time in to understand what works and what doesn ’ t .
iGB AFFILIATE LONDON 2024 • ISSUE 94 • 85