Interviews
Exploring the Metaverse and AI’s role in it
with modl.ai’s CEO & Co-founder Christoffer Holmgård
- How do you define a metaverse?
The metaverse is a challenging thing to define, partly because it’s such an abstract concept, but also as no one has created one yet – so the exact scope of what we’re talking about is a bit blurry. To define the Metaverse, it makes sense to look to fiction, where the term was originally coined. In Neal Stephenson’s Snow Crash, the Metaverse is a digital, online universe, perceived from a first-person perspective, that exists independently of whether you are logged into it or not. It’s a persistent place that you can access, change, leave, and return to.
There’s a myriad of possible definitions, but there are common threads between them. The metaverse could be defined as a multi-user real-time virtual space where individuals around the world can connect via a network, co-exist and socialise. Many games and platforms exist already that could fit this description, but what sets apart the metaverse from a traditional multiplayer experience is the ability for players to create and share content to shape the world around them in a more or less persistent setting.
- When do you think the first Metaverse will be created?
Some think we’ve already arrived, others think the metaverse will be far grander in scale. If you look at your gaming library today, examples that resemble metaverses will instantly jump out at you in the shape of Minecraft, Dreams, Fall Guys, Roblox and Fortnite. For many people, these titles are no longer considered games but persistent spaces to connect and socialise through virtual experiences – that may or may not include gaming.
Historically, the gaming industry has seen many forms of the metaverse since its inception. World of Warcraft has had its own functioning virtual and digital metaverse in the form of a digital and virtual economy for decades. Second Life is another early example that partly fits the bill, and EVE Online in particular stands out as a persistent universe shared between all the players where large organizations and even an economy have sprung up. Looking even further back, the early Multi-User Dungeons of the 1970s – or MUDs – might be considered proto-metaverses without graphics. Each of these examples contain different characteristics that define the Metaverse, even if they didn’t manage to achieve them all.
- How are you seeing the metaverse trend being reflected in the industry right now?
We’re seeing a drive across the games industry toward creating platforms for Metaverse-like experiences. Using either existing technologies or games, and even building new ones. The trend has been going on for quite some years, but it seems we’re reaching a point where the idea of Metaverses is coming together for both players and large industry actors. What’s more, the global pandemic has undoubtedly accelerated some of these trends that were already underway.
Fortnite, Roblox, and other big titles have slowly evolved from games to online spaces where people can interact and spend virtual currency on in-game items to build relationships and experience something fun and unique. Elsewhere, the trend continues thanks to games like Fortnite, which continues to develop more virtual experiences like its famous concerts. What’s more, Fortnite’s publisher, EPIC Games, recently raised $1 billion to support its future vision to build the metaverse.
With nearly 40 million daily users, the online gaming platform Roblox has become an incredibly popular online community. The game allows its users near-limitless possibilities to create, buy and sell, customise and socialise. What’s more, Roblox no longer calls itself a game on its website anymore; instead, it’s now an experience.
In essence, it’s a collection of semi-persistent spaces created by players using the same foundational tools and protocols. They make their spaces uniquely their own by changing and expanding templates and customising them in creative ways that no single game development company could come up with on their own.
Developers who have created popular interactive virtual social spaces have realised the earning potential behind their ‘games within a game’. So the race to perfect the metaverse model is on!
Many believe the metaverse is the next logical evolution of the internet, so it’s easy to see why so many big industry players are racing to stake their claim and take as big a piece of the pie as possible. So much so that even the country of South Korea has begun laying the foundation for its metaverse, as it recently created an alliance between 17 of the country’s industry-leading tech companies. Most recently, Facebook came out and declared itself a contributor to bringing about the Metaverse.
There is currently no single metaverse, but given the recent boom in brand collaborations and cross-platform play, in the future, we may see several of them become interoperable or meld together in a shared vast universe. But the biggest hurdle will still remain getting companies to look past their own interests to drive inter-organisational collaboration.
- What do you think will be some of the main hurdles in establishing the first metaverse?
Creating a metaverse is one thing, but keeping players engaged and returning to this new frontier is another. Gaming professionals need to understand what motivates players to contribute and come back to these virtual spaces. The key lies in understanding player behaviour. It may sound obvious, but measuring the way a given player moves through and interacts with a virtual space is a great way to gauge their interests. Their interactions, however seemingly insignificant, reveal the player’s preferences from moment to moment.
Understanding a player within the metaverse could be reached by manually picking and studying the individual user, but this approach quickly becomes unfeasible at scale. Alternatively, one can sample representative users, but this form of user research is time-consuming, expensive, and doesn’t pinpoint accuracy at the individual player level. This is where artificial intelligence can help.
- What role will AI play in the metaverse?
Put simply, publishers need their players to return, continue investing, and growing with the environment itself. Tools such as AI that learns from and understands the audience could be the key to growing the metaverse as the game industry’s next frontier.
Today we’re already seeing how AI can assist in daily work, assisting with checking, testing, coding, or even generating whole segments of stories automatically. As more people become digital content creators, we expect AI to take a role as a creative assistant working next to human creators, automating boring, repetitive or difficult tasks that are part of the creation process. AI systems will learn from prior examples and patterns in the Metaverse and use the learnt information to assist with new creative processes.
An additional way in which AI will be significant in the Metaverse is that AI systems will get to know you over time and shape your experience of the Metaverse accordingly. A quality of digital universes is that they, by their nature, allow for the observation of just about everything that goes on in them. One method that can help developers understand their players is by recording their behaviour at the action level and using it to create AI Personas – which are essentially models of the players in parts of the metaverse. By first logging and replicating player behaviour, AI Personas can predict how certain players or groups would act, and by extension, what that means in terms of interests, motivations, and preferences.
These predictions can then be used to tailor and adapt the player’s experience with the most engaging content and interactions at the individual level. You could imagine having an AI system that puts together or even generates content and experiences that are tailored just for you.
It even opens the opportunity for you to leave behind imprints of yourself when you’re not signed into the Metaverse. Some video games already offer a version of this today – for instance Forza Motorsport has Drivatars: AI drivers that drive in your style, that your friends can race against if you’re not online to compete. Perhaps, in the future, we’ll have our own AI doubles or assistants filling in for us in the Metaverse, when we’re not around to play.
This idea is really an extension of character customisation, which has become a cornerstone of modern gaming. Epic Games understood early on how character customisation and avatar expression attracted players away from competing titles such as PlayerUnknown’s Battlegrounds. Licensing pop-culture avatars was key to keeping people within the Fortnite metaverse. Interest amongst players is always high because there’s a chance for them to wield a lightsaber one week then wear the infinity gauntlet as Thanos the next.
This level of avatar detail and customisation, and the ability for users to express themselves in new and exciting ways, will potentially be the cornerstone of any successful future metaverse project as players use this as a form of expression.
But as games continue to increase in scope and attract more players to log on, manually managing these virtual worlds becomes much less feasible – especially in the context of a metaverse. So you can quickly see where AI fits into the equation.
From generating digital environments, shaping more realistic AI character behaviours to automated bug finding, the potential applications for artificial intelligence will be near-limitless. With regards to the Metaverse, whatever final form it takes, I believe artificial intelligence will be vital in realising projects of this scale.
Adam Wilson, CEO at Splash Tech, looks at how operators can best utilise free-to-play (FTP) solutions to drive engagement with their customers.
It is often said that one of the main attractions of sport is the anticipation of the event, even more so than the event itself. How much do FTP games for sportsbooks tap into the buzz around sporting events for fans?
As we saw recently with all the attention paid to Super Bowl in the run-up to the game, people were heavily invested to the extent that even the half-time show became the subject of countless articles in the media and commentary on social channels. Naturally, predicting outcomes for teams and players is a major focus for sports fans worldwide and that is where free-to-play (FTP) games come in for sportsbooks by tapping into the sense of excitement. Combining the lure of free rewards and often big cash prizes with the promise of compelling sporting action definitely creates a perfect storm for marketeers. At Splash Tech, we have the technology and product to create tangible results on the back of pre-game noise, be it in the United States or anywhere else in the world, across all sports.
In terms of technology, across UI/UX, data and other areas, what refinements have you seen that have had a big impact in the way end users interact with FTP games?
Over the years, the FTP vertical has certainly become sophisticated in terms of how slick and engaging games and products are when presented to the end user. The effectiveness of a modern FTP strategy rests on how segmentation is carried out. It is all about rewarding the right user at the right time with the right prize and this is the secret to success.
If we look at dynamic segmentation, player experiences can be tailored to their progress within an operator’s ecosystem. New customers encounter more compelling offers, incentivising initial deposits, while established players experience gamified reward systems, promoting and recognising continued engagement. All incentives are personalised based on player lifetime value, delivering appropriate rewards to each user instantly. By offering players pertinent, timely, and enjoyable games, providers of promotional solutions can significantly boost operator revenue.
You recently struck a deal with Wildz Sports to roll out a series of Daily Predictor and Pick 6 games across a wide range of sports. How do you plan to keep these games fresh and interesting?
Localisation is very important when working with multi-regional partners. You can have the same game types running, but the content has to be tailored to user and regional preferences. With the Wildz Sports deal, we are rolling out game experiences across football, ice hockey, cricket, rugby and all US sports. Naturally, you wouldn’t expect a huge take-up for a cricket-based experience in the United States, but operators have found that it’s a sport that is extremely popular with bettors in other geographies. As such, FTP can play a major role in acquisition and retention in countries and regions that love the sport.
Finally, what is the future direction of FTP games? How can they evolve to become even more seamless and attractive as both acquisition and retention tools?
FTP can and should start at the top of the funnel and follow a user all the way through their journey with a sportsbook or casino. With the data we now have at our disposal, we can trigger real-time game experiences tailored to user preferences, optimised to enhance their loyalty with a brand. Given the diverse preferences of players, a one-size-fits-all approach simply won’t cut it in what is an extremely competitive market. Highly targeted and relevant engagement is crucial for capturing and retaining player attention and neglecting the tools that enable this can be a costly mistake.
The post Splash Tech: How operators can tap into the hype appeared first on European Gaming Industry News.
How does the Atlaslive Platform leverage AI to enhance responsible gaming and player protection as a leading B2B iGaming tech provider?
At Atlaslive, we see AI as a game-changer in responsible gaming, offering smarter, data-driven solutions to protect players while empowering operators. Our platform integrates machine learning tools that continuously analyze player activity, detect early signs of risky behavior, and provide personalized interventions—all while maintaining a seamless gaming experience. The goal is to equip operators with proactive tools that support player well-being without unnecessary friction.
Looking ahead, we’re diving deeper into AI’s potential, exploring more advanced profiling techniques to refine risk assessments and deliver interventions that feel intuitive and effective. The responsible gaming landscape is evolving rapidly, and we’re committed to staying ahead, ensuring our solutions meet market demands and regulatory expectations.
AI is also revolutionizing compliance by automating key processes like KYC verification, real-time player monitoring, and reporting. This not only saves operators time but also strengthens regulatory adherence without adding operational complexity. As AI technology continues to advance, it’s clear that its role in responsible gaming will only grow, creating a safer, more responsible, and ultimately fairer gaming ecosystem where both operators and players benefit.
What AI-driven technologies does the Atlaslive Platform use to detect potentially harmful player behaviors?
The Atlaslive Platform uses real-time behavioral analytics powered by AI to detect patterns that may indicate risky player activity. Our system continuously monitors key behavioral signals, such as sudden increases in deposit frequency or unusually long gaming sessions, helping operators identify potential concerns before they escalate.
We leverage advanced machine learning models to refine these detections, ensuring accuracy and minimizing false positives. However, we also prioritize usability—our AI-driven insights are designed to be clear and actionable, allowing operators to intervene at the right time with minimal disruption. It’s about striking the right balance between cutting-edge technology and practical, real-world solutions that enhance player protection.
What are the opportunities and challenges for suppliers and operators when integrating AI into responsible gaming, player engagement, and operational efficiency?
AI presents significant opportunities for both B2B tech providers and operators in iGaming. On the player engagement side, AI-driven personalization is a game-changer. By analyzing real-time player behavior, AI can recommend games, promotions, or responsible gaming interventions tailored to individual habits. Research shows that AI-powered alerts can be highly effective—over 50% of high-risk players who received targeted warnings adjusted their gambling behavior the same day, with 54% continuing to play more responsibly a week later. This level of personalization not only supports safer gaming but also fosters stronger player loyalty by making interactions more relevant and meaningful.
From an operational perspective, AI enhances efficiency across multiple areas. It automates KYC processes, detects fraud, and streamlines resource allocation. Machine learning models can also identify risk patterns—such as sudden spikes in deposits or extended play sessions—and trigger timely interventions, helping operators act proactively rather than reactively.
However, these benefits come with challenges. Transparency remains a key concern, as players increasingly want clarity on how AI-driven decisions impact them. Studies indicate that over 80% of people have concerns about AI transparency, according to research by Jobin et al. Additionally, navigating evolving regulations, such as the EU’s AI Act, requires operators to ensure their AI tools meet strict standards for fairness, privacy, and accuracy.
Ultimately, while AI is reshaping responsible gaming and operational efficiency, success depends on balancing innovation with compliance and building trust with players. The real challenge lies in leveraging AI’s potential while ensuring ethical, transparent, and player-friendly implementation.
What ethical considerations should iGaming operators keep in mind when implementing AI for responsible gaming?
When it comes to using AI for responsible gaming, operators need to understand that it’s about supporting players, not controlling them. Transparency is very important here, and players should know how AI is being used and feel confident that it’s there to help, not to invade their privacy or manipulate their behavior.
It’s also important to keep the human element in mind. While AI can handle a lot of the heavy lifting, like spotting risky patterns or automating interventions, as I mentioned before, operators should make sure there’s still room for empathy and personalized support when it’s needed. AI should complement human oversight, not replace it entirely.
Another consideration is fairness. AI systems need to be designed and monitored to avoid any unintended biases or outcomes that might negatively impact certain groups. I think it is more about creating tools that genuinely protect players while building trust and a sense of fairness in the gaming environment.
How do you see AI shaping the future at Atlaslive, not just in responsible gaming but across your entire iGaming platform?
AI is set to play an even bigger role at Atlaslive, enhancing multiple aspects of our platform beyond responsible gaming. One of the most exciting areas is real-time odds optimization — AI’s ability to process vast amounts of data instantly allows us to adjust odds dynamically based on live events. This makes betting faster, smarter, and more responsive, ensuring that operators can offer the most competitive and accurate odds at any moment.
Another major focus is automated customer care. AI-powered support systems can efficiently handle player queries, from setting limits to finding specific games or resolving account issues. By streamlining these interactions, AI ensures that customer service is not only faster but also more personalized, creating a smoother user experience.
We’re also exploring AI-driven content personalization. By analyzing player preferences and behavioral patterns, AI can recommend games, bonuses, and features that feel uniquely tailored to each user. This level of customization keeps engagement high and makes every interaction on the platform more relevant and immersive.
Ultimately, AI is helping us refine and elevate every part of the iGaming experience, from betting mechanics to customer engagement and operational efficiency. As technology continues to evolve, its role in optimizing both player satisfaction and operator performance will only grow.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post The Future of Responsible Gaming: AI’s Role in Player Protection – Atlaslive’s View appeared first on European Gaming Industry News.
2024 was your debut year with Xanada Investments. Looking back, what are the key highlights or moments that defined this first year for the fund?
2024 marked the beginning of an ambitious journey for Xanada Investments – a year where we laid a strong foundation for what’s to come. While the real work lies ahead, I can confidently say that we’ve set the stage.
The highlight was undoubtedly our successful allocation of $9 million across 8 impactful projects, selected from a pool of 350 submissions. Each startup impressed us with its scalability, strong team, and ability to deliver real results – qualities we value as the cornerstone of every successful partnership.
Another defining moment was the debut of the Xanada Startup Contest. It was a platform not just to identify potential investments. We actively participated in major industry events like iGB LaunchPad, SiGMA Pitch, and SBC First Pitch – events we couldn’t pass up. As a newcomer, we not only made our presence known but also earned recognition, securing awards and forging valuable connections.
Beyond numbers, the year was about building a community – a network of partners, founders, and investors who believe in driving transformative change.This is just the start of an exciting journey.
What inspired you to launch the Xanada Startup Contest, and how would you evaluate its impact in 2024?
It’s no secret that many startups are in need of investment. But the real question is, do they have the expertise, networks, and strategic foundation to actually make that investment work? This was one of the key insights that led us to create the Xanada Startup Contest. It wasn’t about running a competition with just a single winner; it was about creating a transparent process: a live showcase of how startups grow, pivot, and adapt in real-time.
Too often, what happens behind the scenes stays hidden, but we wanted to change that. The results speak for themselves. With 250 applications pouring in, representing a diverse range of ideas from around the globe, we witnessed firsthand the depth of creativity within the startup ecosystem. And through a rigorous selection process, we identified and elevated one standout winner – FTDx. The real impact of the contest lies in its ability to challenge founders to think bigger and execute better. That’s what makes the Xanada Startup Contest more than just a competition.
Many associate investment funds with slow decision-making processes. Yet Xanada Investments has been incredibly dynamic. What’s your secret to keeping up this pace in the previous year?
The secret lies in creating frameworks that balance precision with speed. We’ve developed rigorous evaluation processes that combine both quantitative and qualitative metrics to assess startups effectively without losing momentum.
But beyond frameworks, it’s about having a team with the right mindset. At Xanada Investments, we embrace adaptability and foster collaboration. Our team operates with the energy and agility of a startup, and that allows us to move quickly, even in an industry often seen as traditional and slow.
You partnered with 8 startups this year. What caught your attention in these projects, and what’s your strategy for picking the “perfect match” for Xanada Investments?
At Xanada Investments, our focus has always been on backing projects that bring something unique to the table. What sets us apart is not just what we look for, but how we see it. For us, it starts with the people – the founders. Their vision, resilience, and ability to execute are what capture our attention first. These are individuals who truly understand their markets, are ready to pivot when challenges arise, and have the determination to turn ideas into reality.
Among the projects we’ve backed this year, Promofy is revolutionizing user retention with AI-driven gamification, delivering personalized engagement at scale. Gamixter is helping operators optimize player interaction with real-time engagement tools, creating more immersive gaming experiences. Bettorify, focused on the rapidly growing Asian market, provides localized white-label and turnkey solutions, enabling operators to navigate regional complexities with ease.
These are just a few examples of the startups we support. Each project we invest in plays a role in building a stronger, more dynamic iGaming landscape. And we’re only getting started.
With 11 award nominations and 2 wins already, success is clearly part of Xanada’s DNA. But how do you define success beyond the numbers?
For us, success isn’t measured by the number of awards. Of course, we are talking about financial returns, about impact, although we deeply appreciate the recognition – it’s always rewarding to see our efforts acknowledged on such a level. These awards are proof that we’re on the right track, but they are only part of the story.
But are we helping startups achieve their goals? Are we setting new benchmarks in the iGaming industry? The true measure of success lies in the growth of the projects we support and the people behind them. When we see startups flourishing, scaling their businesses, and turning ideas into impactful solutions, that’s the ultimate reward.
Another key indicator of success for us is the relationships we cultivate. When founders and partners come to see Xanada Investments not as just an investor but as a trusted collaborator and ally, we know we’re doing something right. These connections, built on trust and mutual ambition, are the foundation of our ecosystem.
What does the future hold for Xanada Investments in 2025? Are there any ambitious goals or projects you can share with us?
2025 is about scaling powerful results. We plan to invest in 10–12 new startups, focusing on projects with strong business fundamentals, exceptional teams, and clear strategies for growth. Our approach prioritizes opportunities with a targeted IRR of 25–40% and a MOIC of 3–5x, ensuring every investment aligns with our commitment to sustainable, measurable returns.
We’re taking the Xanada Startup Contest to the next level this year. Xanada Investments is expanding its reach and updating the evaluation process to attract a wider range of participants from diverse industries and markets. To ensure the best selection, we’re involving not only our team but also top industry experts to evaluate the entries. This will help us find and support the most promising ideas out there. With more transparency and live engagement, you’ll have the chance to see and hear these groundbreaking ideas in action. Stay tuned, big things are on the horizon!
Xanada Investments is also focused on strengthening our internal capabilities. A key priority for 2025 is to grow our team by bringing in top talent, including a dedicated analyst, to refine our data-driven approach to startup evaluation. We want to be a partner that equips startups with the tools, mentorship, and connections they need to succeed. The road ahead is ambitious, but we’re ready to seize the opportunities 2025 has in store.
The post XANADA’S BREAKTHROUGH YEAR AND THE ROAD AHEAD appeared first on European Gaming Industry News.
Delasport Begins LatAm Expansion with Vibra Solutions Deal
Week 8/2025 slot games releases
IGT Achieves Improved ESG Score from FTSE Russell
Playtech’s Bingo Technology Powers Buzz Bingo’s Launch of Innovative Omni-channel Experience
Amusnet Deepens Collaboration with Betano for Exclusive Launch of 20 Wild Goals
Portside Game Assembly: Studios behind Dead Cells, Dungeon Clawler, Dorfromantik, Blasphemous on board and ticket sales for brunch and party launched
Bragg Gaming Announces Preliminary Unaudited Results for the Year Ended December 31, 2024 and 2025 Strategic Initiatives and Guidance
DNSFilter Data Reveals Dangers to Fake Gambling Sites and Illegal Streaming in Lead Up to Super Bowl LIX
Skillhub Online Games Federation and Global Esports Federation Unite to Bring Global Esports Tour 2025 to India
IBIA establishes innovative Payment Provider Forum to protect the integrity of the sports betting market in Brazil from financial fraud
-
gaming2 years agoODIN by 4Players: Immersive, state-of-the-art in-game audio launches into the next generation of gaming
-
EEG iGaming Directory8 years ago
iSoftBet continues to grow with new release Forest Mania
-
News7 years ago
Softbroke collaborates with Asia Live Tech for the expansion of the service line in the igaming market
-
News6 years ago
Super Bowl LIII: NFL Fans Can Bet on the #1 Sportsbook Review Site Betting-Super-Bowl.com, Providing Free Unbiased and Trusted News, Picks and Predictions
-
iGaming Industry7 years ago
Rick Meitzler appointed to the Indian Gaming Magazine Advisory Board for 2018
-
News6 years ago
REVEALED: Top eSports players set to earn $3.2 million in 2019
-
iGaming Industry7 years ago
French Senator raises Loot Boxes to France’s Gambling Regulator
-
News7 years ago
Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018
