NEXT.io sat down with OtherLevels CEO Brendan O’Kane, to talk about how generative AI can be used effectively by online gambling businesses.
The online gambling industry is in the midst of significant change, driven in part by advances in generative AI (Gen AI).
Speaking in a recent interview, Brendan O’Kane, CEO of OtherLevels, explained how his company’s latest release uses video and AI to enhance player engagement and improve operational efficiency.
By enabling operators to deliver personalised, real-time video messages, O’Kane believes this technology could redefine how gambling platforms interact with their customers.
“The whole idea is to move beyond static content,” O’Kane explained. “Using Gen AI, operators can deliver live, personalised video messages that engage players on a much deeper level — whether it’s a game update, a promotional offer, or even responsible gaming interventions.”
The rise of video in digital interaction
For O’Kane, the shift to video is both natural and overdue. “We’re all so focused on our phones these days, regardless of age. Video has become embedded in our everyday lives,” he said, pointing to platforms like TikTok and Instagram as evidence of video’s dominance in digital communication.
He argues the appeal isn’t just aesthetic — it’s practical. Video content can convey more information, more effectively than text. O’Kane sees this as a major opportunity for gambling operators, who are already competing in a crowded market for users’ attention.
“Look at how media giants like ESPN and Amazon integrate video into their platforms. Gambling operators can learn from that,” he suggested.
He also noted that in certain markets, such as South America, video is already a cornerstone of customer engagement. “Brand ambassadors and highly visual campaigns have always been important there. Operators in those regions have a natural opportunity to embrace this kind of technology.”
O’Kane highlighted personalisation as the cornerstone of the new product’s appeal. By using data on player preferences, habits and interests, operators can create tailored messages that feel relevant and immediate. For example, a sports bettor could receive a video update about their favourite team’s upcoming match, complete with tailored odds and recommendations.
“We’ve seen operators in sectors like horse racing experimenting with video, but at a huge cost,” O’Kane said. “One operator we spoke with created 1,200 human-powered videos in a season — it worked, but the logistics were a nightmare. With Gen AI, we can do this at scale, creating hyper-personalised content that’s more effective and far easier to manage.”
Streamlining processes with video AI
Beyond engagement, O’Kane sees practical applications for video in areas like compliance. He pointed to the Know Your Customer (KYC) process as an example. “KYC typically sees a 15-20% drop-off rate because it’s so tedious — uploading documents, verifying identities. A personalised video explaining the process and why it’s important can make a huge difference. It’s about building trust while making the process feel less daunting.”
Responsible gambling interventions, too, could benefit from this approach. “If you’re pausing a player or setting limits, imagine delivering that message via video, where there’s a face or a voice guiding them to resources. It’s more human and far more effective than a generic email or pop-up.”
Video doesn’t just enhance processes — it also creates new opportunities for branding. “Branding often falls away in digital channels, but video gives operators a chance to bring it back,” O’Kane said.
Drawing comparisons to the iconic meerkat ads in the insurance sector, he suggested that gambling operators could use Gen AI to create memorable, interactive brand experiences.
“We’re looking forward to seeing operators get creative with Gen AI. Whether it’s virtual mascots or unique character-driven campaigns, the potential for strong branding is enormous.”
Interactive futures: Where Gen AI could go next
O’Kane emphasised that this is just the beginning for Gen AI in gambling. The current focus is on creating video content, but he envisions a future where these videos become interactive. “Imagine a racing update where you can tap on a jockey or a horse and instantly get detailed stats. Or a video that lets you place a bet or buy a ticket directly from the screen. That kind of interactivity is going to be huge.”
Such advancements, he argued, could bring gambling platforms closer to the interactivity seen in modern sports broadcasts or streaming platforms. “In the US, we’re already seeing interactive elements in sports coverage. Gambling operators are perfectly positioned to adopt similar ideas.”
While sports betting often garners the most attention, O’Kane was quick to point out that Gen AI has applications across the entire gambling ecosystem, including lotteries and casinos.
“Each sector has unique opportunities. In lotteries, for example, there’s still a huge untapped market of players who stick to one or two big draws a week. Personalised videos could introduce them to new games in a way that’s much more engaging.”
For casinos, the possibilities are equally broad. “Why not use a character from one of your games to introduce new content or guide players through features? It’s all about using AI to bring content to life and make it more engaging.”
Early operator feedback
O’Kane shared that the industry’s response to the new product has been overwhelmingly positive. “We’ve had operators in markets with multiple languages immediately recognise the potential. Imagine delivering game updates in Portuguese for Brazil or in Spanish for La Liga fans — it’s a natural fit.”
He also noted interest from unexpected quarters, such as free-to-play game operators. “They’re looking at how this technology can drive engagement and in-app purchases. It’s exciting to see the breadth of use cases.”
When asked about the development process, O’Kane credited OtherLevels’ technical team and partnerships, particularly with AWS. “Our CTO and team members have deep expertise in AI and machine learning. Collaborating with AWS has been instrumental — they’ve helped us explore what’s possible and how to do it faster and better.”
Reflecting on the broader impact of Gen AI, O’Kane remained confident about its staying power. “This isn’t a passing trend like NFTs. The foundations of Gen AI — personalisation, machine learning, automation — have been building for years. What’s changed is the ability to apply it at scale. This is the future of engagement.”
O’Kane concluded with a note of pragmatism. While optimistic about Gen AI’s potential, he acknowledged that its adoption will come with challenges. “Like any new technology, there’ll be hits and misses. But the train has left the station, and the opportunities are too significant to ignore.”
As the gambling industry grapples with changing consumer expectations and heightened competition, O’Kane’s insights offer a glimpse into a future where AI-powered video isn’t just a novelty, but a cornerstone of customer engagement.