Luka Pataky on Making AI Core to the iGaming Experience at Bragg Gaming Group
In July, Bragg Gaming Group named Luka Pataky as Executive Vice President of AI and Innovation, signaling a strong commitment to embedding artificial intelligence deeply into their operations. This move aims to improve player engagement, optimize revenue, and enhance operational efficiency through advanced data analytics and AI-driven insights.
Leading AI and Innovation: Focused on Practical Impact
Pataky is clear that AI at Bragg won’t be about flashy features but about transforming how the company operates and delivers value. His focus is on driving measurable business outcomes and tailoring player experiences beyond simple segmentation. By turning Bragg’s extensive player data into actionable strategies, he aims to boost product development and player retention.
Building cross-functional teams and fostering a culture of experimentation are also key priorities. Pataky wants innovation to be a continuous process, efficiently identifying and applying AI solutions that bring real benefits.
What a 360° AI Strategy Means
Pataky’s 360° AI strategy integrates AI throughout Bragg’s ecosystem, touching products, operations, and player interactions. This approach involves using predictive analytics early in development to anticipate trends and automate parts of content creation, making products more responsive and innovative.
For players, AI will deliver highly personalized experiences—from game discovery to offers and support—while also enhancing responsible gambling by spotting risky behaviors early. Internally, AI will automate routine tasks, freeing employees to focus on strategic work.
Lessons from Scaling AI at Sportradar
At Sportradar, Pataky handled AI systems covering over 300,000 events annually. His key takeaway: every AI initiative must link directly to business value—revenue growth, cost savings, or deeper data insights. Prioritizing projects with clear ROI is critical, even if they require time to mature.
He also stresses the need for automated data pipelines, continuous model monitoring, and strong collaboration across teams. Scaling AI successfully depends on clear processes and cross-functional teamwork.
AI’s Role in Safer Gambling
AI’s ability to analyze real-time behavioral data allows Bragg to detect early signs of problematic gambling, such as unusual betting patterns or session lengths. This enables timely, personalized interventions that encourage safer habits before issues escalate.
By integrating AI across all player touchpoints, Bragg aims to create a safer, more responsible gaming environment through proactive and empathetic engagement.
What Success Looks Like in 12 Months
Success means having an AI strategy that’s not just on paper but actively implemented and embraced company-wide. This includes established AI development and deployment processes, a data-driven culture, and empowered teams using AI tools daily.
The industry will first notice improvements in Bragg’s products and player experience—more intelligent, adaptive offerings that respond swiftly to market and player needs.
Looking Ahead: AI as an Intrinsic Part of iGaming
Pataky expects AI to become a fundamental component of iGaming within the next five years, driving intelligent, personalized engagement at scale. Bragg's goal is to lead this shift by continuously innovating, attracting top talent, and embedding AI into every layer of their business.
This vision positions Bragg to set new standards and be recognized as a forward-thinking leader in the iGaming industry.
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