Hazakura Ways

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The shift to AI is also changing how Grenstad thinks about recruitment. A team working on the player journey, for example, needs people who understand casinos, iGaming and what a strong player experience should look like.

“I would not necessarily prioritise senior Java or front-end specialists in the same way as before,” Grenstad explains. “Technical skills remain important, particularly for people who can assess architecture and ensure systems remain reliable, but domain knowledge is becoming increasingly valuable. I’d rather take someone who’s good in the domain but doesn’t know any Java.”

That raises a question about how future developers will enter the industry. If Cubeia no longer needs front-end traditional junior Java developers in the same way, the traditional path from junior programmer to senior engineer becomes less clear.

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“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”

For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.

“You don’t have to search high and low in this industry to find companies talking up the benefits of AI,” Lamb adds. “Realising them requires a combination of deep data and human expertise not everyone has access to, and there is no shortcut to acquiring.”

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FDJ United Director of Casino and Gaming David Robertson was similarly pleased with the opportunity to see his company strengthen its content offering with brand-new types of content. 

“We’re delighted to launch Relax Gaming’s Dream Drop jackpot product, and the initial response from our players has been fantastic. Our ethos is all about creating moments that really matter for players, and Dream Drop does just that,” Robertson said, adding that the company cannot wait for the first Dream Drop millionaire to materialize in Denmark. 

Dream Drop has been a massively popular system with operators, offering companies a way to enhance the experience and retain and engage customers. The Dream Drop jackpot operates just like any other progressive jackpot system, where players get a chance to randomly trigger a massive million(s)-worth payout.