In July this year, Bragg Gaming Group announced the appointment of Luka Pataky as the Executive Vice President of Artificial Intelligence and Innovation, marking an important step for the company in data-driven and AI applications. In an exclusive interview with the media, Pataky detailed his new role, the 360-degree AI strategy, and his vision for the future development of online gaming.
Joining Bragg, Embarking on an AI Innovation Journey
Pataky expressed that what excites him the most is integrating artificial intelligence deeply into the core operations of Bragg. This is not only about adding new features to products but also about systematically enhancing business efficiency and user value through AI systems. "Artificial intelligence will be a key driver for growth and operational efficiency," he emphasized, "Bragg has rich data resources, which provide us with a unique advantage in transforming insights, optimizing products, and enhancing player experiences."
Moreover, Pataky is also focused on building a cross-disciplinary innovation team to promote a culture of continuous experimentation and improvement. He believes that this culture will be the cornerstone for AI to be implemented and realize true commercial value.
360-Degree AI Strategy: Creating an Intelligent Gaming Ecosystem
Pataky outlined Bragg's 360-degree AI strategy—embedding artificial intelligence comprehensively into every aspect of company operations, product development, and player interaction, rather than as isolated projects. He explained, "This means applying predictive analytics from the product design stage to discern market trends and player needs, driving content creation automation, thereby achieving more precise innovation."
In terms of player experience, AI will bring highly personalized content delivery, promotional offers, and even interface design, creating a more immersive and relevant gaming environment. Notably, this strategy also extends to responsible gambling, where analyzing player behavior data allows AI to identify potential risks early, helping operators intervene more timely and accurately, thus enhancing social responsibility levels.
Internally, AI will also automate repetitive tasks, freeing up employees' creativity and strategic thinking space.
Leveraging Sportradar Experience to Scale Bragg AI
Pataky shared his valuable experience in expanding AI systems at Sportradar—processing data from over 300,000 events annually, which made him deeply understand that AI is not only a technical challenge but also a comprehensive capability that closely integrates AI with business value. "The key is that AI must be closely linked to actual revenue growth and cost optimization, rather than 'technology for technology's sake,'" he stressed, "This requires clear development processes, data governance, and cross-departmental collaboration, while building an organizational atmosphere that supports AI culture."
AI Enhances Safe Gambling and Responsible Player Management
Discussing the role of artificial intelligence in promoting safer gambling, Pataky pointed out that AI's powerful real-time data analysis capability can identify subtle behavioral changes and detect issues early. "This allows us to initiate personalized and empathetic interventions before problems escalate, helping players develop healthy gaming habits and avoid more serious risks."
He added that the comprehensive integration of AI will also help operators establish a safer gaming environment, enhance trust among players and regulatory bodies, and promote sustainable industry development.
Looking Forward: Bragg's AI Vision and Industry Impact
Looking ahead to the next 12 months, Pataky believes that a successful indicator will be Bragg achieving a true "AI-first" culture—including clear strategic planning, refined technical processes, and a data-driven mindset among all staff. "By then, the external world will clearly perceive the enhancement in our product intelligence level, the increase in personalized player experiences, and the breakthrough in responsible gambling capabilities."
In the longer term, he firmly believes that artificial intelligence will profoundly change the face of online gaming, achieving ultra-personalized player journeys and intelligent operations, with Bragg continuing to lead this transformation as an industry innovator.
