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According to David, the step forms part of Entain’s broader initiative to streamline operations, increase efficiency and improve customer experience, with the company aiming to create centres of excellence across locations.

“The proposed changes are being made to ensure our business remains competitive, financially resilient and well positioned for the future as our sector faces an increasingly challenging operating environment,” David said.

“This decision has not been made lightly and our immediate priority is to support those of our colleagues who may be impacted through this transition.”

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SmartSoft CEO Guram Gotsadze said the company’s decision to join the AiA reflected its growing focus on the continent and its commitment to supporting the development of regulated and sustainable gaming markets.

“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent,” he commented.

Peter Kesitilwe, CEO of the AiA, added: “SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”

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The next development is increasingly being driven by Cubeia’s customers. Now the company is asking what customers will want to do with AI, Grenstad explains.

“We [recently] started asking, ‘What does this mean for the customer? What can the customer actually do with this?’ And I think we would have continued looking for that answer if the customer hadn’t come to us and said: ‘Can we let our AI agent deal with your data streams and use your platform?'”

One customer built its own casino landing page and wanted to use Cubeia’s APIs to make it work with the platform. “Another wanted to use Cubeia’s player account management system to build its own functionality, including personalised bonuses,” Grenstad recalls.