AI and GenZ - Roundtable
Archived from iGaming Gazette October, 2024
How do you see AI fundamentally transforming slot games? Could AI eventually offer new approaches to player experience to better engage Gen Z?
In my opinion, no one has really solved the issue of engagement and retention of younger players in slot games yet. Over the years I have seen some interesting attempts with VR and traditional game genres, but they were often not practical or scalable and didn’t really seem to capture what resonates with younger players. Additionally Gen Z don’t view slot games as ethical or as a valuable investment of their limited time and finances. As an entertainment proposition, there are just too many other competitors for their attention like social media, streaming services and traditional video games.
Predictive AI has the highest potential to help us solve this problem as it can analyse player behaviour and adjust their gameplay experience in real-time, providing them a more personalised and enjoyable experience that feels fair.
With AI-driven systems designed to enhance player engagement, how do you balance maintaining the unpredictability of slot games while still tailoring experiences to individual players?
The unpredictability of slots is what makes them exciting and fun. I believe this should be emphasised through the use of dynamic visuals. Predictive AI can analyse the timing and frequency of in-game events, as well as a player’s behaviour preceding and following these events to determine when and how to adjust graphics, effects and audio in future. This prevents the gameplay experience from feeling too repetitive or frustrating and offers a more personalised and enjoyable experience. While AI might adjust how a game looks or feels, it doesn’t touch the fundamental aspect of chance that makes slot games exciting.
What are some trends you’re seeing in how AI can help slot games appeal to younger generations, particularly Gen Z gamers?
I know that some companies are looking at introducing AI to perceived-skill based mechanics like bonus mini games. AI can adapt the difficulty of these mini-games to match the player’s skill level, providing a personalised challenge that keeps players engaged without making it feel unfair. Skill based progression is a core component of many RPG and puzzle games which are hugely popular with Gen Z. It makes sense that something like this should be integrated into slot games and I think that is a good direction to pursue.
Customisation and personalisation are key for younger players who want unique, individual experiences. How do you see AI enabling deeper levels of customisation in slot games?
AI could enable players to create personalized avatars or game profiles that reflect their unique identities. Players could choose their avatar’s appearance, traits, and even backstory, integrating themselves into the narrative of the game. AI could then adjust the slot game’s content, offering in-game scenarios or bonuses that align with the player’s avatar journey.
How can AI help game developers/providers stay ahead of gaming trends that are particularly popular with Gen Z, such as streaming, influencer culture, and esports? Are there any insights or data indicating whether these innovations are making the gameplay more exciting and engaging?
I know it might be strange hearing this from an Art Director, but I believe that success comes down to high quality data analysis. I personally conduct a lot of research into the performance of our games, competitor’s games, the feedback from players and streamers and the feedback we receive from operators. Additionally I look at trends in adjacent markets like mobile games, AAA games, tv and film. There is a lot of evidence from these other entertainment mediums that shows personalisation, social interaction and competitive elements improve retention and higher levels of engagement. I’m certain that I could do this 1000x faster and more effectively with a dedicated AI tool!