A new type of industry challenge
For the first time in January 2026, ICE will host an innovators challenge with a specific focus on AI and responsible gambling. I’ll be judging the top five shortlisted entries alongside Daniel Stillwell, Data and AI Leader: Cloud Architecture at Microsoft, and Alon Ben David, CTO of Super Group, at the finale on 20 January.
What makes this challenge different from traditional start-up competitions at industry conferences is its dedicated focus on AI and responsible gambling. It’s also not aimed solely at start-ups–individuals and teams from established operators, suppliers, and support organisations are equally well-placed to submit novel ideas that can genuinely improve consumer protection.
Another unique feature is that entries are submitted via a Microsoft-hosted OpenAI assistant, which helps shape and refine ideas. This is a clever approach. I tried a couple of examples and, as expected, the LLM’s interpretation and structuring of the proposal were impressive. You don’t need extensive resources or lengthy preparation–just creativity.
What important truth do very few people agree with you on?
As a competition judge, I’m reminded of Peter Thiel’s famous interview question whenever people ask, ‘What are you looking for?’ For me, the ideal entry combines strong industry knowledge with genuinely new ideas–especially ones that may challenge the industry’s comfort zones or address issues few want to tackle.
It doesn’t need to be a grand vision, like creating an AI-powered single customer view for the entire industry (a worthy but deeply complex undertaking). Instead, your deep product knowledge might inspire a use of AI that runs counter to conventional industry wisdom. For example: could we build a product that guarantees a player a particular entertainment experience–in terms of engagement, chance of winning, and time on device–within a clearly defined cost of play that the customer understands upfront?
Industry has plateaued–and it’s unclear who is moving the dial on innovation
I recently joined Dr. Michael Auer on his new Addiction podcast to discuss technology, regulation, product development, and consumer safety. Michael is one of the OGs in this space—founder and CEO of Neccton (OpenBet)–and I founded BetBuddy (Playtech). We both agreed that innovation in AI-driven responsible gambling detection has plateaued over the past five years.
For example, the techniques I worked tirelessly on a decade ago–like bringing explainability to machine-learning systems–are now widely accessible to all developers. And there may be several reasons for this stagnation: compliance overload, limited data at the single-operator level, or simply that we are in a “roll-out” phase rather than an R&D phase. Whatever the cause, the rapid progress in GenAI and agentic AI could soon render traditional machine-learning approaches outdated.
Ensuring responsible AI adoption
The rise of GenAI and agentic AI also introduces new challenges around governance and trust. New ideas could focus on developing the frameworks and tools that allow the industry to maximise AI’s potential while ensuring that gambling remains an entertainment-led experience. The potential ROI from deploying GenAI across support functions is enormous–but so are the risks if it is implemented poorly.
Youth is a particularly vulnerable segment. My co-founder, Dr. Kas Ghaharian, discussed this earlier this year on the Next podcast with Pierre Lindh and me. He noted how Sam Altman describes younger generations using ChatGPT as their “operating system.” That’s food for thought. When one of the most vulnerable groups–young men–relies heavily on technology and is immersed in hyper-personalised content like sports, combined with frictionless betting opportunities tailored to them 24/7, someone needs to step back and consider the long-term consequences.
In summary
The OpenAI tool is a powerful way to refine and sharpen creative ideas in responsible gambling, and this competition is well-suited to a wide range of gambling-industry professionals, including:
- RegTech solution providers (RG, AML, fraud, identity, payments, etc.)
- Responsible gambling and safer gambling specialists
- Customer support teams
- Product developers across all verticals—from slots to Live
- Advertising, marketing, retention, and reactivation professionals
Think creatively. Don’t necessarily think big–but do think differently. I look forward to seeing you at ICE in January!