We are harnessing AI-driven predictive tools to achieve hyper-personalisation, for our players’ diverse needs and preferences: Dr. Tridib Mukherjee, Chief Data Science & AI Officer, Games24x7

In this insightful interview with Express Computer, Dr. Tridib Mukherjee, Chief Data Science & AI Officer at Games24x7, shares his vision for the future of gaming technology. He discusses the company’s innovative use of AI and data science to enhance user experiences, promote responsible gaming, and drive operational efficiency, all while staying ahead in a rapidly evolving industry.

Question: How does Games24x7 stay ahead of the rapidly evolving gaming industry in terms of technological advancements and user expectations? Can you share any recent examples?

Answer: At Games24x7, staying ahead of the curve in the dynamic gaming industry comes from our deep commitment to a scientific and data-driven approach. While gaming is our passion, we operate as a technology-first company, constantly innovating to bring the timeless appeal of classic games into technology-enabled digital formats. This is guided by our core philosophy—the ‘Science of Gaming’—which has remained a constant even as we’ve scaled over the years.

User-centricity is central to our business strategy, and we prioritise hyper-personalisation to understand and meet the unique preferences of each player. By analysing vast amounts of player data, our AI and data science team, which has grown eightfold in the past few years, gains insights into user preferences and behaviours through their engagement with our platforms. These insights not only enhance gameplay experiences but also drive operational efficiency across functions, allowing us to optimise the entire user journey from onboarding to long-term engagement. We are able to predict game actions, assess player skills, and offer customised recommendations, ultimately creating engaging and personalised gaming experiences. These AI-driven insights support improvements in areas like marketing precision, resource allocation, and customer support management, leading to overall productivity gains.

One standout example is our deep learning model, ‘Scarce GAN’—an industry-first, AI-powered Responsible Game Play (RGP) framework and tool, recognised at the Aegis Graham Bell Awards 2023. It assesses player behaviour through platform interactions, flagging anomalous activity to ensure user protection and foster a safe, secure gaming environment. The integration of AI has also allowed us to automate parts of our content creation and game development processes, enabling us to deliver more innovative product offerings. These in-house tools deliver distinctive gameplay, uniquely engaging players and setting our platform apart in a competitive market.

Question: How does Games24x7 use AI to forecast gaming trends and user preferences? What impact does this have on future product development?

Answer: At Games24x7, leveraging AI and data science has been integral to our operations since the very beginning, as we recognised their potential to enhance user experiences. Today, we have built sophisticated, in-house AI tools that give us a comprehensive view of our users, enabling us to closely monitor and understand their entire journey. From the first user interaction to onboarding, early engagement, and long-term loyalty, AI powers every step of the user experience.

Our AI algorithms analyse vast amounts of data in real time, predicting user preferences and behaviours. By leveraging advanced machine learning models, we can tailor interactions to meet individual needs, optimise engagement strategies, and continuously refine the overall user experience.

It’s not just about creating models or algorithms; it’s about constantly upgrading them and continuously experimenting to align with the ever-changing consumer needs. Our focus on intelligent analytics allows us to refine our approaches, ensuring we consistently deliver an optimal user experience as demand patterns shift. This adaptability, enhanced by automation, keeps us agile and responsive, ultimately improving user satisfaction and fostering long-term loyalty.

These intelligent systems are critical in guiding our future product development, allowing us to stay ahead of trends and deliver gaming experiences that resonate deeply with our users.

Question: Can you discuss the specific AI tools or algorithms that have been pivotal in personalising player interactions?

Answer: In today’s digital landscape, the expectation for personalised experiences has never been greater. As technology evolves, we are harnessing AI-driven predictive tools to achieve hyper-personalisation, effectively catering to our players’ diverse needs and preferences. By analysing unique customer data—including demographics, gameplay patterns, and individual interests—we can tailor the gaming environment, adjust entry fees, and provide custom offers that resonate with each player.

Our in-house AI algorithms and tools enable us to predict and respond to user behaviour in real-time, significantly enhancing the personalisation of user experiences. In line with our commitment to solidifying a data-driven culture, we are also developing conversational AI tools that allow our teams to gain insights from data through simple English queries, making data analysis more accessible and intuitive.

Additionally, our in-house algorithms allow us to take actions based on the results of game models, which are crucial for the functioning of any gameplay model we develop. These algorithms help us learn about the journey and evolution of users on our platforms, generate content for game production—especially when creating various levels—and establish behaviour-driven rules to categorise urgency in gameplay.

Question: What proactive measures is Games24x7 implementing to foster a culture of responsible gaming through technology? How does this align with your overall company values?

Answer: At Games24x7, we recognise the importance of promoting responsible gaming as online gaming continues to gain popularity as a form of entertainment. Our commitment to fostering responsible gameplay is embodied in our Responsible Game Play (RGP) framework, which leverages advanced predictive tools to analyse player behaviour based on their interactions within our platform.

Through this framework, we can identify users who may be at risk of overconsumption. Once a player is flagged, we take proactive measures to protect their well-being. Our approach includes implementing self-exclusion and self-limiting features, offering access to expert-led counselling sessions, and, if necessary, temporarily suspending accounts to encourage players to take a break. Furthermore, by automating parts of this framework through AI, we can ensure swift, data-backed interventions that not only support player well-being but also enhance our responsiveness when needed.

These initiatives align seamlessly with our core company values, which prioritise the well-being of our players and aim to create a sustainable gaming environment.

Question: Could you elaborate on the role of machine learning in fraud detection and ensuring fair play across Games24x7 platforms?

Answer: Our cutting-edge tools play a crucial role in maintaining the integrity of our platforms by proactively identifying and preventing fraud while ensuring fair play. We leverage advanced algorithms to analyse vast amounts of gameplay data in real time, enabling the detection of abnormal patterns that may indicate fraudulent activity, such as the use of bots or unverified profiles. By implementing machine learning models, we can identify suspicious behaviours early, ensuring swift action to maintain a level playing field for all users.

Our digital security measures and anti-fraud systems safeguard user transactions, providing secure payment options and protection against potential threats. To protect user data while delivering personalised gameplay, we apply the principle of least privilege across our processes and computing systems. This approach minimises access to sensitive information, ensuring that data is handled with the utmost care.

Additionally, Games24x7 adheres to the E-Gaming Federation’s Code of Conduct, which sets the standard for fair play and ethical gaming practices. These guidelines ensure that all users engage in a transparent and safe gaming environment.

Question: How does the integration of digital technologies help in optimising operational efficiency across different departments within Games24x7?

Answer: At heart, Games24x7 is a technology company fuelled by a passion for gaming. Our commitment to leveraging digital technologies goes beyond delivering immersive gameplay to our users; it enables us to optimise efficiency across various departments. By integrating data science and AI into our core operations, we enhance decision-making, optimise resources, and ensure the business remains adaptable and competitive in a fast-evolving market. This tech-driven approach aligns with our guiding philosophy of ‘Science of Gaming’, setting clear priorities and fostering a culture of innovation.

In marketing, tech-led tools help us create highly targeted campaigns based on customer insights, leading to better engagement and higher ROI. In HR, it supports talent acquisition, optimising recruitment processes and improving employee engagement. In finance, data-driven forecasting and AI-powered risk management allow us to make more informed decisions, optimising resource allocation and mitigating potential risks.

Question: How do you see the future of AI evolving in the gaming industry, and what emerging technologies do you believe will have the most significant impact?

Answer: The future of AI in the gaming industry is set for significant evolution, with generative AI emerging as a transformative force. This technology has the potential to empower the sector by enhancing productivity across various dimensions, from content creation to customer engagement. By automating complex tasks, generative AI can improve both topline and bottom-line performance through intelligent marketing, customer service automation, and other internal workflow enhancements, leading to substantial innovation across the entire value chain.