Fresh off winning the 2024 Product Innovation of the Year award at the Global Gaming Expo, Light & Wonder is making waves with its AI-powered platform, ENGAGE AI. Already in pilot programs across the U.S., Australia and New Zealand, the platform is also generating buzz in Asia, offering a game-changing approach to real-time casino insights.
ENGAGE AI is a generative artificial intelligence platform designed to provide actionable, real-time insights to casinos through a layered ecosystem of technology and data. According to Jon Wolfe, President of Global Systems and Services at Light & Wonder, the platform accelerates data-driven decision-making, enhances usability across different roles and delivers tangible value to casino operators.
Integrated with L&W’s SLOT EVENT AGGREGATOR (SEA) and Unified Wallet, ENGAGE AI leverages unique data components to drive targeted marketing efforts and optimize casino performance. The platform enables operators to analyze key areas such as player churn, customer value, anonymous play, responsible gaming, anti-money laundering compliance, group play dynamics and inactivity trends.
“The platform enhances operational efficiency, improves profitability, ensures regulatory compliance and optimizes player experiences, ultimately fostering stronger player loyalty,” Wolfe said.
L&W first introduced ENGAGE AI at G2E 2023, at a time when the gaming industry was still grappling with the role of artificial intelligence. Wolfe recalls that the first year was marked by curiosity and skepticism, with operators and regulators asking fundamental questions about AI’s impact on the industry.
“We spent a lot of time educating the industry and dispelling concerns around AI,” Wolfe said. “Fast forward to today, and the conversation has shifted. Now, customers come to us with challenges, opportunities and ideas on how AI can enhance their operations. They’re driving the conversation.”
At the upcoming Indian Gaming Tradeshow & Convention in San Diego, attendees who missed the G2E demonstration will have another chance to see ENGAGE AI in action.
One of ENGAGE AI’s standout features is its ChatGPT-powered training module, embedded across all L&W software products. This allows casino staff to get instant answers to operational questions—whether it’s resetting a customer’s PIN, setting up a promotion, or elevating a player to a new tier.
“ChatGPT provides instant guidance and documentation links,” Wolfe explained. “Beyond that, we customize each database to align with individual casino procedures, ensuring that operators receive insights tailored to their specific workflows.”
This AI-driven approach is revolutionizing how frontline personnel are trained, offering continuous learning opportunities that adapt as staff turnover occurs.
L&W’s INSIGHTS AI, embedded within the ENGAGE platform, takes operational intelligence a step further by providing instant answers to key performance questions. Casino operators can inquire about top players, new member enrollments, jackpot payouts, room rates, gaming revenue, and even responsible gaming risks—all without running traditional reports.
“We’ve gathered over a year’s worth of customer questions and built a system that delivers real-time answers at the touch of a button,” said Wolfe. “Operators can now predict the revenue impact of an upcoming promotion or forecast weekend gaming revenue based on past trends.”
This predictive capability marks a significant shift from reactive analytics to forward-looking strategy. “We’re using AI not just to analyze customer value and enhance marketing in real time, but also to anticipate future outcomes,” Wolfe added. “The data that sat dormant for years is now coming to life in powerful new ways.”
Beyond marketing and revenue optimization, ENGAGE AI plays a crucial role in responsible gaming and compliance. In markets like Australia and New Zealand, where regulatory requirements are stringent, AI helps casinos monitor player behavior and enforce responsible gaming measures.
“If a player’s activity deviates from their usual patterns, AI can trigger interventions ranging from a simple check-in to a mandatory break in play,” Wolfe said. “In some cases, regulations require us to disable bill validators and enforce cooling-off periods. In the U.S., the system might simply alert a host to engage with the player.”
This dual-purpose functionality—enhancing player engagement while ensuring regulatory compliance—sets ENGAGE AI apart from traditional casino management tools, Wolfe said.
As AI continues to reshape the gaming landscape, L&W remains at the forefront, evolving its platform to meet the needs of an industry that is becoming increasingly data-driven, Wolfe said.
“AI is no longer a novelty—it’s a necessity,” Wolfe said. “We’re building new models every day, and the technology is advancing rapidly. Our customers are no longer just learning about AI; they’re using it to drive their business forward.”
With ENGAGE AI, casinos now have a powerful tool to enhance operations, deepen customer relationships and shape the future of gaming.
