Five ways big data and AI are changing the game in sports and online casinos

Big data and artificial intelligence (AI) are changing every industry. Huge global investments and almost unbelievable advancements mean AI technologies and the associated industry will be worth almost $244 billion in 2025 (Statista). Statista predicts it's a figure likely to reach well over $800 billion by 2030—an almost incomprehensible amount of money.

Big data is on a similar path, valued at $199.63 billion in 2024 and expected to reach $573.47 billion by 2033 (Market Data Forecast).

For sports and online casinos, these technologies have been revolutionary for security, player engagement, and the overall gaming experience. Read on for five ways big data and AI are changing players' and global perceptions of online sports and casino websites.

Predictive analytics

Big data and AI work simultaneously to deliver predictive analytics across both industries.

Big data collects massive datasets that AI and LLM algorithms then analyze to create the most powerful predictive models we've ever seen. Trends, patterns, and anomalies in these datasets are identified almost instantaneously to generate accurate forecasts and future outcomes.

The benefits for online sports and casino websites are extensive. Platforms can optimize their revenue by applying dynamic pricing and monitoring real-time demand and customer profiles. The result is improved customer engagement and an enhanced overall gaming experience.

Another major trend is using big data and AI for predictive fraud detection and prevention. Both online sports and casino websites regularly manage issues related to fraudulent player activity. Using big data, AI can rapidly identify account and transaction anomalies with advanced algorithms, helping prevent fraud before it happens.

Personalized gaming

Personalized gaming is something players always want. Whether it's console, PC, or iGaming, personalization is a massive focus point. A study by Ngrow found that over 62% of business leaders believe personalized experiences improve customer retention—and it's especially true for iGaming.

For iGaming platforms, personalization can:

• Improve player retention
• Build player loyalty
• Maximize revenue potential
• Create superior user experiences

The issue for iGaming platforms can be the sheer size of their game libraries. Players must sift through hundreds of options to find one they like. Using big data and AI, iGaming and sports betting websites can leverage player data to provide personalized experiences, surfacing the games or bets a player is most likely to enjoy directly on the home screen.

This concept also ties back to predictive analytics—it's a way of predicting what players are most likely to be interested in, keeping them on the platform instead of searching elsewhere.

Real-time data for platform performance and security

Platform performance and security weren't always a given for iGaming and sports platforms.

Now, big data and AI can analyze real-time data to improve both performance and security. For example, with payouts—whether in iGaming or sports—customers expect them instantly. They are constantly asking which online casino sites have the best payouts and where to find them. Payout speed is one of the most important factors in keeping players loyal.

To prevent those annoying delays caused by manual security checks, AI can automate fraud detection, making payouts nearly instant. The advanced capabilities of AI fraud detection software have also reduced false positives that previously caused unnecessary payout delays.

Data-driven fan and player insights

For sports websites, fans constantly evaluate team and player performance, injury status, and even minute-by-minute playtime. The list of factors some people analyze before placing a bet is almost exhausting.

AI and big data simplify this process through AI-driven previews and betting insights. Software can track bets, players, and teams that users favor, then generate personalized previews and insights based on this history. The "research" process becomes less time-consuming, and players are more likely to place a bet.

Implementing a "Follow Player" tool is also becoming more common on gambling websites. It provides detailed player performance data before games start, encouraging engagement and more informed betting decisions.

Real-time odds

This one primarily applies to sports betting. During games, live bets change constantly, and AI and big data are making predictions far more accurate.

AI algorithms and big data now analyze weather, player performance, and even psychological factors to calculate odds. While it doesn't necessarily make winning easier, it does make odds more accurate—and the experience more dynamic and engaging. New in-play markets and rapidly changing odds make live betting more interactive and exciting.

Big data and AI are driving many of the changes we're seeing across industries. But for iGaming and sports betting—two industries that depend heavily on odds, numbers, and outcomes—the technology is truly transformative. Players have never had a more personalized or streamlined experience.