New EU AI Act: What It Means for Casinos and Player Protection

_{New EU AI Act for Consideration by Casino Owners. (Image: Andriy Popov / Alamy Stock Photo)}

There is no doubting that Ai is here to stay. From mock-ups of world leaders as rock stars to  making significant strides in the fight against cancer, impacting various stages from early detection to treatment and drug discovery. AI-powered tools are helping in all walks of life. For the casino industry the rules of the game just changed and here is what you need to know.

When it comes to businesses Ai is being embraced to help with efficiency, creativity and of course marketing. As with any new technology there are positives and negatives.

The sharp rise in the use of Ai specifically online has required a rapid response from those who monitor and regulate. The rules are being written in an effort to keep up with this rapid development and the casino industry may just want to check the small print to avoid falling foul of the latest contained in the EU AI Act.

Here at casinos.com we have put together a quick reference clear and simplified summary of what the EU AI Act means for casino owners, operators, and players:

What the EU AI Act Means for Casinos and Players – In Simple Terms

Banned AI Practices Under the EU AI Act

Under Article 5 of the EU AI Act, certain AI uses are now completely prohibited. These aren’t just bad practices—they’re illegal across the EU. So, What’s Banned?

Article 5 of the AI Act bans AI systems that:

Manipulate or deceive individuals in ways that impair autonomy or cause harm;
Exploit vulnerabilities related to age, disability, or socio-economic status;
Apply social scoring to classify people and disadvantage them across contexts.

Manipulative AI

There can be no more AI that “tricks” players into playing or spending by exploiting their emotions. Examples that are now illegal include slot machines using AI to show “near wins” when a player is feeling vulnerable.

Another is loot boxes changing odds to frustrate or tempt players based on how they’re behaving.

Finally, chatbots that push bonuses or deposits when players are showing signs of stress or losses.

Exploiting Vulnerable Players

AI cannot be used to target people based on age, disability, or financial struggles, for example, games that push in-app purchases on kids during frustrating moments.

AI cannot be used to target low-income players right after payday or used to make deposits easy, but withdrawals hard—especially for older users.

AI cannot be used to guess who’s struggling financially, then market risky bets to them.

Social Scoring Using AI

No secret “player scores” that affect access or treatment, for example, tagging someone as “high risk” in one game, then blocking their bonuses in another.

Another is Using invisible scores to delay support, block promotions, or push certain features.

Finally, treating players differently without their knowledge or a way to challenge it.

Compliance Requirements for Casino Operators

There are compliance requirements for casinos, and it is worth auditing your AI systems now. If your tech manipulates, exploits, or ranks players unfairly, you’re at legal risk.

Penalties are severe and can be up to €35 million or 7% of global revenue.

Design matters. Even if an AI system hasn’t been used yet, if it’s designed to do these things, that’s still illegal.

How the EU AI Act Protects Casino Players

As a player you’re protected from:

Being manipulated by sneaky game mechanics or emotional nudges.
Being exploited because of your age, disability, or financial status.
Being judged or limited by invisible scoring systems you can’t control.
Expect better transparency, fairness, and respect for your autonomy.

An Expert’s Take on the Act

Dr Ian Gauci is the Managing Partner of GTG, a technology-focused corporate and commercial law firm at the forefront of major developments in fintech, cybersecurity, telecommunications, and technology-related legislation. According to Dr Ian Gauci the author of a recent article focusing on the EU AI Act, Gaming and gambling operators should ask themselves three hard questions:

Is our AI system influencing behaviour in ways the user can’t reasonably detect?
Are we tailoring experiences based on vulnerability signals?
Are we scoring users and changing their treatment in ways they can’t see or challenge?

Dr Gauci said: “If the answer to any of those is “yes,” then this isn’t just a compliance matter. It is a question of legality. Under the AI Act, it’s not just usage that matters, even design alone can trigger liability. However, it’s also about honesty and integrity, pushing innovation and your business by preserving human dignity and autonomy and showing that the industry is a mature industry that is worth trusting.”

So, the bottom line is that if you’re in the casino business, responsible AI use isn’t optional anymore—it’s the law. And if you’re a player, you have stronger rights than ever before.