Nigel Eccles, CEO and co-founder of Sentient Studios, said AI dealers will account for over 80% of the live dealer market within five years.
AI dealers will account for more than 80% of the live dealer market within five years, according to Sentient Studios co-founder and CEO Nigel Eccles.
This week, it was revealed that the company will close its BetHog online crypto casino and sportsbook at the end of July. Instead of pursuing the B2C operation, it will focus on its new Sentient Studios business, which launched in April.
Speaking to NEXT.io about the change in direction, Eccles – who launched BetHog in 2024 with fellow FanDuel creator Rob Jones – said the decision was driven by stronger-than-expected demand from operators.
Eccles set out how interest in the company’s AI dealer technology has exceeded that seen from players. He added that Sentient Studios initially expected its AI dealers to be popular with consumers on BetHog, but conversations with operators following the launch of its B2B business highlighted a bigger commercial opportunity.
“We already knew that our AI dealer product was a hit with players,” he said. “However, when we started talking to operators, what we discovered was the enthusiasm amongst operators is even greater than players.”
Eccles went on to say that AI dealers will rapidly become the dominant format in live casino over the next few years.
“I think within five years AI dealers will represent over 80% of the live dealer market,” he said. “Part of that will actually come from growing the market, as we find that our products are actually more mass market than live dealer. The speed of product improvement here is going to stun people.”
The future of live dealer
Eccles argued that flexibility is one of the biggest drivers behind operator interest in AI dealers. He said the technology removes many of the costs and delays associated with traditional supplier agreements.
He added that operators are often unable to quickly integrate local marketing partnerships or make changes to their live casino offering because of lengthy development times and high costs. With AI dealers, however, such changes can be made within weeks at no additional cost.
“The number one benefit that keeps coming up is flexibility,” he said. “They are incredibly frustrated that any time they want to make changes to their supplier agreements it is an incredibly slow, painful and expensive process.”
Eccles also argued that Sentient’s AI dealers stand apart from rival offerings because of their ability to respond dynamically to players rather than follow scripted interactions.
“Our main point of distinction is how our dealers are situationally aware and are highly responsive,” he said. “That is actually the most difficult thing we have cracked.”
Despite ongoing debate around AI in gaming, Eccles said Sentient Studios has encountered few barriers to adoption.
“We honestly aren’t really seeing any major hurdles,” he said. “Player and operator demand is there. Technology is moving blazingly fast.”