In an interview with iGaming Express, Bartek Borkowski, founder and managing partner of createIT, made a statement that resonates widely: artificial intelligence is no longer a futuristic concept for the iGaming sector, it is a real operational tool.
A clear observation: without AI, there is no game
For Bartek Borkowski, founder and managing partner of createIT, the debate is over.
“Basically everyone understands that without using it, they’ll simply fall out of the game,” he says bluntly.
In the competitive world of iGaming, AI has become much more than a technological curiosity: it is a strategic tool that is essential for survival and growth.
Many operators are proclaiming their intention to integrate AI. However, there is still a significant gap between announcement and actual implementation.
“AI is just a tool. A very advanced one, with enormous potential but one that requires a specific strategy, high-quality data, clearly defined goals, and a team capable of using it effectively,” explains Borkowski.
Adopting a tool simply because it is trendy will not produce any lasting effects. In iGaming, AI must be thought of as a solution to an identified problem: improving the player experience, optimising operations or increasing performance.
How AI works in practice in iGaming
At createIT, AI is involved from the very beginning of a project: analysing player data, competitive research, generating UX/UI mock-ups, automating usability testing, accelerating development and enhancing quality assurance. It is also used to localise and personalise content for different markets, which is crucial in a globalised industry.
createIT has developed its own AI toolkit: WinWords AI, designed to generate SEO-optimised content, and PlayPatrol, capable of automatically testing large volumes of slot machines. These solutions are not gadgets: they meet real needs and increase the speed and accuracy of operations.
Once teams discover the speed and efficiency that AI brings, it becomes difficult to go back to manual methods.
The proof in numbers: +130% traffic
The effectiveness of AI is not just a marketing promise. Borkowski cites the case of a client operating an affiliate platform: thanks to a targeted AI strategy, organic traffic increased by 130% in one month. This spectacular result is no accident: it is the result of methodical planning, adaptation of internal processes and close collaboration between the service provider and the client.
Pitfalls to avoid
AI can be counterproductive if used incorrectly. Three pitfalls stand out: believing that AI is magical and autonomous; working with poor-quality data; and prioritising quantity over quality, producing games that are entirely AI-generated but lack creative value. AI is not there to replace humans, but to enable them to focus on strategic tasks.
“The player doesn’t care whether the game was tested by AI or designed by a team of developers. They care whether the gameplay is engaging, exciting, and emotionally rewarding. And although AI can support that process on many levels – from testing, through personalization, to content optimization – I find it hard to imagine that, in the near future or perhaps ever, it will be able to create an entirely new kind of game or truly improve game quality. Something that truly moves the audience.”
Borkowski warns that over the next two years, iGaming is likely to see a proliferation of clumsy uses of AI, resulting in sloppy or absurd products. But as with CRM today, AI will eventually become a must-have, with the difference being made by the quality of its integration.
Three tips for getting started
For companies looking to get started, Borkowski recommends:
- Start by defining the problem to be solved before choosing the tool.
- Don’t hesitate to rely on experts if the team is unfamiliar with AI.
- Take a gradual approach: test, adjust and improve continuously.
A real tool, but not a magic one
AI is indeed a real and powerful tool in the field of online gambling. But its effectiveness depends on clear objectives, high-quality data and team involvement. If poorly integrated, it adds no value; if well thought out, it radically transforms performance and user experience. The question is therefore no longer whether AI is useful, but how to use it to stay in the game.