Submission Title

Artificial intelligence use in sports betting for improved player interaction: Machine/human interface

Session Title

Session 2-1-E: New Horizons and Generations in Gaming

Presentation Type

Paper Presentation

Location

Park MGM, Las Vegas, NV

Start Date

24-5-2023 9:00 AM

End Date

24-5-2023 10:30 AM

Disciplines

Hospitality Administration and Management

Abstract

This study looks at the customer perception and intention to use service robots and kiosk in sports betting. After interviewing eight gaming experts, the latest trends, and obstacles in the adoption of technology (specifically service robots) in gaming industry were revealed. Following the interviews, a surveys was conducted to measure patron’s perception towards service robot (n=446) in sport books. Using cluster analysis patrons were identified to belong to two groups of enthusiast adopter and ordinary user; the first is eager to use service robots in casinos, while the later prefers to use human agents. Enthusiast adopters were younger, more educated, and married, while the ordinary user group were found to be older, less educated, and single. The outcomes will also help casino managers by providing detailed feedback from customers about each agent. Moreover, the findings could help tech developers to improve human/machine interface.

Keywords

Artificial intelligence, gaming, sports betting, service robot

Author Bios

Nasim Binesh received her PhD in Hospitality Administration PhD from University of Nevada, Las Vegas. Her dissertation is a game-theoretic artificial intelligent price forecasting model for hotels. Dr. Binesh received her Bachelor’s degree in Statistics from Ferdowsi University of Mashhad, Iran and later her MBA from Multimedia University, Malaysia. She has more than 10 years of work experience and has taught various topics such as finance, accounting and revenue management. Dr. Binesh has published 13 papers and presented her work in various international conferences. Dr. Binesh has won many grants and awards including the 2022 Case Study Competition by I-CHRIE, and nominated for three prestigious Rebel Awards: “Outstanding Graduate Assistant Leader”, “Outstanding Graduate Assistant”, and “Outstanding Scholar Leader”.

Funding Sources

International Center for Gaming Regulations (ICGR)

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May 24th, 9:00 AM May 24th, 10:30 AM

Artificial intelligence use in sports betting for improved player interaction: Machine/human interface

Park MGM, Las Vegas, NV

This study looks at the customer perception and intention to use service robots and kiosk in sports betting. After interviewing eight gaming experts, the latest trends, and obstacles in the adoption of technology (specifically service robots) in gaming industry were revealed. Following the interviews, a surveys was conducted to measure patron’s perception towards service robot (n=446) in sport books. Using cluster analysis patrons were identified to belong to two groups of enthusiast adopter and ordinary user; the first is eager to use service robots in casinos, while the later prefers to use human agents. Enthusiast adopters were younger, more educated, and married, while the ordinary user group were found to be older, less educated, and single. The outcomes will also help casino managers by providing detailed feedback from customers about each agent. Moreover, the findings could help tech developers to improve human/machine interface.