We’re back with a brand-new episode of Season 4 of Footprints in the Market | Influencing iGaming.
This week, host Sharon McFarlane is joined by Iris Den Boer, Director of Marketing & PR at Cevro AI. Together, they unpack the evolving role of AI in iGaming, from customer support to responsible gaming, and the marketing challenges that come with cutting-edge technology.
With over 15 years of experience in the iGaming sector, Iris brings a wealth of insight into how technology, regulation, and player behaviour continue to reshape the industry. She and Sharon dive into the realities behind AI adoption, the misconceptions still holding brands back, and the opportunities for operators willing to embrace innovation.
AI’s Transformative Potential in Customer Support
As the iGaming industry has scaled, so have the expectations placed on operators to deliver instant, personalised, and accurate customer service. Cevro AI is at the forefront of tackling this challenge, providing a support experience that is both efficient and deeply human-like. Iris explains that AI is no longer just about automation: “There’s no rush in customer support anymore.”
Rather than speeding through interactions, AI enables calmer, more thorough, and personalised responses, improving both player satisfaction and operational efficiency. However, identifying the right use cases and communicating them effectively is crucial.
The Marketing Challenge: Building Trust in an AI Landscape
Marketing AI is very different from marketing traditional software. With fears, uncertainties, and misconceptions surrounding the technology, Iris highlights the need for clarity, education, and trust-building: “AI can make customer support more efficient.” Many still associate AI with rigid, outdated chatbots. In reality, tools like Sever AI are capable of natural conversation, contextual understanding, and responsible escalation.
Iris emphasises the importance of messaging that demystifies the technology and helps operators understand the value AI can bring across the entire player journey.
Marketing Strategies & Partnerships in a Competitive Industry
In an industry as crowded as iGaming, technology alone isn’t enough. Iris stresses that partnerships play a crucial role in building momentum, credibility and visibility, especially for AI-focused companies.
Collaborations allow brands to:
- Reach established networks
- Expand into new markets
- Share knowledge and insights
- Establish mutual trust with operators
This aligns with a broader theme in the episode: the importance of strategic relationship-building across the sector.
Iris and Sharon also discussed:
Understanding Sever AI’s Unique Offering (Jump to 04.18)
The Role of AI in Responsible Gaming (Jump to 09.00)
Regulation & Future Considerations (Jump to 19.10)
A huge thanks to Iris Den Boer for sharing her knowledge. Watch this space for Episode 3 of Footprints in the Market | Influencing iGaming Season 4!
