Keeping AI on the side of humanity
30 October, 2025
Winna Media Opinions & Editorial
14 October, 2025
Creating the guardrails for AI in gambling
As we count down to 25 November and Winna Media’s AI in Gaming Investment Seminar in Bangkok, we want to share more information about what’s likely to be one of the hottest topics on the day – the impact of Artificial Intelligence.
The International Gaming Standards Association (IGSA) has just published their AI Best Practices paper, highlighting its views on the ethical use of AI through nine clear and pragmatic statements.
The paper starts by setting out the sector’s challenge: “While there is agreement that AI-driven systems deployed within the gaming environment must be trustworthy and responsible, the global gaming community faces challenges associated with a lack of understanding of the technology.”
Fair and equitable
The IGSA’s Best Practices are guidelines to “ensure that decisions made by AI are fair and equitable to human users.” While it is designed for legislators and regulators, the association also makes it clear that the paper is a “living document” and that comments, inputs and modifications from the industry are welcome.
BP-1 clearly sets out the paper’s direction, stating, “Each AI algorithm must have a stated and documented purpose,” and that must be communicated widely, including to regulators.
The principles don’t stand alone; they reference and interact with each other. For example, BP-2 states that the AI algorithms must be monitored to ensure they are keeping their stated purpose as outlined in BP-1.
BP-3 says that algorithms will evolve even within the constraints and safeguards of BP-1. But if that leads to unintended consequences, BP-5 states unequivocally that the owners “must investigate, document the findings, and notify all affected parties, and where applicable, regulators.”
Understanding the value of information
The Best Practices echo concerns that any information collected from players cannot be used to exploit them, but at the same time, it can be shared for legitimate purposes. BP-6 identifies law enforcement, responsible gaming and general regulatory compliance as reasons to share data with designated recipients.
However, “AI applications must not use biometric information to directly target players or customers, such as offering bonuses for individuals or groups exhibiting certain behaviours, without a human employee reviewing the AI algorithm model.”
From an operational point of view, the most detailed principle is BP-7, around how to deal with players who use AI applications to cheat, commit fraud or break regulations. The guidance doesn’t differ materially from pre-AI best practice, but it is a timely reminder that there needs to be a recalibration about how it is applie
Changing landscapes
BPs 8 and 9 directly acknowledge that the gaming landscape has changed through AI. They refer to possible situations in which AI algorithms might play against humans, stressing the importance of designing the data so that no unfair advantage results to any party.
Additionally, “Suppliers should disclose to operators information on gaming products that use AI algorithms or applications such that there is a possibility players may be competing against the AI.” If that isn’t made clear, operators “should disclose to players that this situation may occur during game play, using clear and easily accessible language.”
Overall, the best practices position themselves at the heart of the industry’s transition to AI; the association describes them as a “set of pragmatic Best Practices that regulatory authorities could use as the basis for the creation of guard rails that prev
AI and humanity – in it together
Let’s hear more from Earle G. Hall, co-chair, AI and Cybersecurity Policy Committee with the Las Vegas Chamber of Commerce, and President of AXES.ai, from his recent article The Future of Human Value in the Age of AI.
Earle reminds us that AI is rewriting how we work, make decisions and run the organisations we’re part of. It is a transformational technology, but simultaneously it magnifies our roles as human beings.
