Denis Kosinsky: “AI should never be used to push players beyond their limits”

As personalization is quickly changing the iGaming landscape, Casino Guru News spoke with Denis Kosinsky, COO of NuxGame, to explore how AI-driven innovation is becoming a new industry standard. In this interview, Kosinsky explains when personalization truly entered the core of gaming strategies that companies employ today, how AI builds dynamic player journeys in real time, and why player safety must stay at the center as operators are rapidly relying on data-driven decisions and tools.

Q:Denis, we’re at a point where personalization has moved to the center of iGaming. When did this transition really begin? Is the interest in personalization a newfound one, or has it always been there?

I believe personalization started becoming a priority around the late 2000s and early 2010s when Amazon and Netflix proved it could go beyond a marketing tactic and become a fundamental experience. About 75% of viewing was already coming from the Netflix recommendation engine in 2015. And consumers came to expect that same level of relevance everywhere over time.

As Marshall McLuhan once said, "First we build the tools, then they build us." So yes, personalization was always desired, but only when algorithms, data, and computing matured did it move into operations. And we can firmly state that it's the central part of every iGaming strategy these days.

Q:We are talking about using AI to give players the best experience. How does this work in practice, and what are the main features operators focus on today?

Artificial intelligence is becoming a key driver of personalization in iGaming. At NuxGame, we use AI to help operators create dynamic lobbies that adapt to each player’s behavior. The system analyzes preferences, betting patterns, and reactions to campaigns and bonuses to deliver the most relevant content in real time.

AI also fine-tunes campaigns, bonus offers, and visual elements, building a unique journey for every player. Through our game aggregator, we receive complete metadata for every title, including mechanics, themes, volatility, and bonus features, which makes targeting highly precise.

We can even provide recommendations at the element level inside a game. For example, if a player engages with a slot that features a cherry symbol, the system can suggest similar styles or mechanics that match that interest. This approach brings personalization in iGaming to a new level, helping operators increase engagement and retention by showing players exactly what they want at the right moment.

Q: From the NuxGame perspective, what have been the most successful applications of personalization so far, and how have operators seen measurable returns from it?

From the NuxGame perspective, the strongest personalization results come from bonus and reward offerings driven by player behavior. While we integrate with leading third-party CRM systems, our platform ensures these tools work seamlessly with our games and data.

This allows operators to trigger personalized bonuses, free spins, and rewards at the right moment based on real player actions. The result is higher engagement, better retention, and a smoother experience for both operators and players.

Q: AI personalization is still new in iGaming. Do you think operators already know how to use it effectively, or are we still in the early testing stage?

AI personalization in iGaming is still in the early adoption phase, but operators are becoming more confident in how to apply it. Most are starting with practical use cases like personalized bonuses, lobby recommendations, and player segmentation.

The real shift is happening as operators begin to trust automation and use behavioral data more proactively instead of relying on static campaigns. At NuxGame, we see growing interest from operators who want to integrate AI-driven personalization across their marketing and engagement systems.

It is not yet fully mature across the industry, but the direction is clear: AI will soon move from experimentation to standard practice for improving player engagement and retention.

Q:Do you think AI could pressure players into spending beyond their budget? How does the iGaming industry make sure safety comes first?

AI should never be used to push players beyond their limits. At NuxGame, we believe that personalization through AI must enhance the player experience responsibly, not manipulate it. Our approach focuses on using AI to understand player behavior for better engagement and protection, not for encouraging overspending.

With our responsible gaming tools, players can set clear deposit, loss, wager, and session limits, along with cooling-off and self-exclusion periods. The system automatically alerts players when they reach or approach these limits and pauses further activity until they confirm or take a break. Operators are also notified in real time, allowing them to monitor and act immediately if needed.

In this sense, AI becomes part of the solution. It helps identify risky patterns early, adjusts recommendations accordingly, and ensures that entertainment stays within healthy boundaries. At NuxGame, we see AI as a tool to make gaming safer, not a means to drive higher spending.

Q:Do you think personalization develops differently in strict regulated markets compared to new or emerging ones? And what does NuxGame do to adapt to these different conditions?

Yes, personalization develops differently across markets. In regulated regions, it is shaped by strict compliance, data privacy, and responsible gaming requirements, so operators focus on transparency and controlled use of player data. In emerging markets, there is more flexibility to experiment, analyze broader data sets, and refine engagement strategies faster.

At NuxGame, we adapt through a data-driven framework that adjusts to each market’s rules. Our platform lets operators manage data usage per jurisdiction and use real-time insights on player behavior and game performance to personalize experiences while staying fully compliant.

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