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Mohegan Sun’s Plan to Enhance AI Capabilities Raises Concerns
The company's intention to use of AI to power its marketing capabilities sounded the alarm in Connecticut amid an increase in the calls to the state's problem gambling helpline
Artificial intelligence (AI) offers a range of efficiencies and many sectors across the globe use it to power their businesses. In one such move, Mohegan Sun, the leading gaming and hospitality company, recently confirmed that it will leverage AI solutions to enhance the experiences of visitors to its Mohegan Sun Hotel and Casino in Connecticut. However, this innovative approach raised concerns among stakeholders.
The Operator Will Bolster Its AI Capabilities
Earlier this month, Mohegan Sun confirmed it will enhance the use of AI with the goal of strengthening its marketing capabilities. This expansion will help the operator analyze the behavior demonstrated by gamblers on the casino floor and deliver customized marketing communication.
The company seeks to accomplish this thanks to a multi-year partnership with Gaming Analytics. The important deal will see Mohegan Sun integrate the technology company’s AI solutions across its properties with the list including its flagship hotel and casino in Connecticut, as well as venues in Pennsylvania, subject to relevant regulatory approvals.
Leveraging enhanced AI capabilities, Mohegan Sun will streamline its operations, while at the same time seeking to enhance the guest experience. Such a targeted and customized approach will enable the company to deliver unique promotions, track the preferences of its customers and increase reactivation rates.
Upon announcing the collaboration, Ray Pineault, Mohegan’s CEO and president, revealed that the company will benefit from Gaming Analytics’ innovative platform. “This integration will streamline our operations, enhance efficiency and support our strategic business goals,” he added.
The Use of AI May Increase the Cases of Problem Gambling
Despite the benefits of AI-power technologies, some stakeholders are skeptical and in fact raise concerns about the use of such innovative solutions to target gamblers, amid the growing rates of problem gambling across the country.
The Connecticut Council on Problem Gambling, a non-profit agency that is dedicated to reducing problem gambling and harm while raising awareness and providing treatment for those affected, recently warned about the dangers of using AI for marketing. In an interview for CT Insider, Paul Tarbox, the agency’s spokesman, revealed that while gambling operators can use AI-powered solutions to flag problem gambling, such innovative technology carries the risks of exacerbating addiction and harm.
Tarbox explained: “We believe that consumers should always be fully informed and have the ability to choose what information is collected about them, as well as how that data is used and shared.” He pointed to the Council’s biggest fear and concern which is the “potential link between increased player engagement and a heightened risk of gambling-related harm.”
Mohegan Sun’s intentions come at a time when there’s a notable increase in the number of calls to Connecticut’s problem gambling helpline. According to Tarbox, year-over-year calls have recorded an increase of 20%, signaling a growing concern about the harm associated with casino gambling and sports betting.
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Jerome is a welcome new addition to the Gambling News team, bringing years of journalistic experience within the iGaming sector. His interest in the industry begun after he graduated from college where he played in regular local poker tournaments which eventually lead to exposure towards the growing popularity of online poker and casino rooms. Jerome now puts all the knowledge he's accrued to fuel his passion for journalism, providing our team with the latest scoops online.
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