The Role of AI and Marketing in the Evolution of the Gaming Industry: Insights from Nihar Joshi

Artificial Intelligence (AI) has increasingly become a transformative force across various industries, including gaming. At the recent G2E Asia conference, Nihar Joshi from Pegasystems provided a comprehensive overview of how AI and marketing intersect to enhance operational efficiencies and customer engagement in the gaming sector.

This article synthesizes key insights from Philip Beere’s interview on the No Line podcast. It highlights the evolution of AI in marketing, the importance of ethical AI, and future trends within the gaming industry.

Professional Trajectory and Background

Nihar Joshi’s career trajectory offers valuable context for his insights into AI and marketing. From Mumbai, Joshi transitioned to Singapore, where he has spent the last 12 years. His professional experience includes significant roles at Adobe and eBay, focusing primarily on marketing analytics. He currently serves at Pegasystems, a company renowned for investing in AI capabilities and ethical AI practices over the past decade.

Joshi mentioned, “I’ve seen the industry actually transition drastically in the last, I would rather say, 5 to 7 years.”

AI in Marketing: Transformative Impact and Strategies

Joshi emphasized that AI in marketing is not merely a technological advancement but a tool that empowers business leaders to make more informed, customer-centric decisions. AI’s ability to process and analyze vast amounts of real-time data allows organizations to tailor their marketing strategies more precisely to individual customer needs. This capability is particularly relevant in the gaming industry, where understanding and predicting customer behavior can significantly enhance the guest experience and drive business growth.

“AI helps you to manage and analyze data in real-time, enabling business leaders to run much better customer experience strategies within the organization,” Joshi explained.

Ethical AI: Addressing Bias and Ensuring Transparency

Joshi discussed the need for ethical AI practices as a critical aspect of AI implementation. He pointed out that AI systems must be designed to avoid biases in decision-making processes. Pegasystems, for instance, has invested in mechanisms that provide historical data to track how AI systems make decisions. This transparency is essential to ensure that AI-driven decisions are fair and do not inadvertently discriminate against certain groups of people. Ethical AI, therefore, is not just about compliance but also about building trust with users and stakeholders.

“When you talk about AI, it’s an ever-evolving field. One thing that is very critical is to avoid any biases in the AI algorithms that you build,” Joshi highlighted.

The Evolving Customer Profile in the Gaming Industry

The profile of customers in the gaming industry has changed significantly, with younger and more tech-savvy audiences becoming more prominent. These customers are comfortable engaging across multiple channels, including websites, mobile applications, and physical gaming consoles. Joshi highlighted the importance of integrating data from these various sources to provide a seamless and personalized customer experience. The ability to connect and analyze this data in real-time is where AI can offer substantial benefits, enabling more dynamic and responsive marketing strategies.

“The profile of your customers is changing drastically. Earlier it was a bit more senior, mature audiences that would visit, but now you see a lot more younger generations who are comfortable engaging across multiple channels,” noted Joshi.

Enhancing Internal and External Communications

AI’s role extends beyond external customer interactions to improving internal communications within organizations. Joshi noted that better internal communication strategies, driven by AI, can enhance the overall efficiency of operations in integrated resorts and casinos. For instance, real-time data provided to hosts and front-desk staff can significantly improve the quality of customer service, ensuring that guests feel valued and engaged throughout their experience.

“Better communication strategies, more information, better information—AI helps improve both internal and external communications significantly,” Joshi stated.

Future Trends and Adoption of AI in Gaming

Looking ahead, Joshi urged the gaming industry to embrace AI proactively. He argued that AI should not be perceived as a threat to jobs but as a tool that enhances human capabilities and supports business growth. Historical trends in technological advancements have shown that early adopters of new technologies tend to gain a competitive edge. Thus, organizations in the gaming industry should start integrating AI into their operations to leverage its full potential.

“AI is not a ghost. There’s a logic and a pattern built within AI. It’s not rocket science; it’s logical. Don’t be scared of it; embrace it,” Joshi advised. “Start using it as soon as possible.”

The insights provided by Nihar Joshi at G2E Asia underscore the transformative potential of AI in the gaming industry. By focusing on ethical AI practices, leveraging real-time data for personalized marketing, and improving internal communications, gaming organizations can significantly enhance their operational efficiencies and customer experiences. As the industry evolves, embracing AI will be crucial for staying competitive and meeting the changing demands of a diverse and tech-savvy customer base.

References

Philip Beere “Interview with Nihar Joshi at G2E Asia.” THE NO LINE PODCAST

Pegasystems

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