FDJ UNITED – Europe’s largest lottery and betting group – just became the first regulated operator to explore processes optimization with true agentic AI agents developed by Paris-based H Company.
AI in iGaming have for a long time been seen as an opportunity for personnalized content, but the field is wide.
What Are Agentic AI Agents and Why Traditional Integrations changes
Unlike LLMs wrapped in APIs or RPA scripts that break every time your sportsbook provider pushes a UI update, modern agentic computer-use agents (Holo2, Anthropic Computer Use, etc.) literally see screens, move the mouse, type, click and reason exactly like a skilled human operator – but without needing a single line of integration code.
Zero API dependency = zero legacy-system issue.
For an industry built on 20-year-old PAM platforms, custom betting engines, and a spaghetti of payment gateways, this architectural shift is seismic.
Concrete High-ROI Use Cases by Department (2026-2028 Impact)
1. Risk, Trading & Fraud
- Real-time mule-account network detection by watching behavioral patterns across PSP dashboards, KYC tools, and betting history simultaneously
- Automated investigation workflows: the agent opens the player file, cross-references Geo-IP logs, runs World-Check, writes the SAR summary, and escalates or closes
- Expected ROI: 40-60% reduction in fraud ops headcount + millions recovered annually
2. Customer Support & Responsible Gambling
- Tier-2 support escalation handled entirely by agent: logs into admin back-offices (PAM, CRM, bonus engine), reverses wrongful seizures, applies RG limits, documents everything
- Proactive RG intervention: agent monitors play patterns, opens live chat, runs affordability scripts, books callback with human counselor when needed
- Expected ROI: 70%+ of Tier-2 tickets resolved autonomously
3. Retail & POS Network Optimization (lottery & sports betting)
- Daily reconciliation of 30,000+ terminals: agent logs into each regional portal, extracts sales vs. cash discrepancies, flags terminals for maintenance
- Dynamic commission & incentive calculation across thousands of points of sale
- Expected ROI: €20m–€50m annual P&L impact for large retail networks
4. Compliance & Regulatory Reporting
- Monthly MGA / UKGC / ANJ reporting: agent navigates each authority portal, fills PDFs, submits, archives proof
- License renewal document preparation across 10+ jurisdictions
- Expected ROI: 300–500 compliance FTE hours freed per year
5. Marketing & CRM
- Real-time bonus abuse pattern detection across multiple bonus engines and affiliate platforms
- Automated A/B testing of promotional calendars inside the PAM campaign manager
- Expected ROI: faster iteration + reduced bonus leakage
6. Finance & Payment Operations
- PSP reconciliation nightmare solved: agent logs into 15 different payment dashboards daily, matches transactions, flags orphans
- Automated chargeback representment preparation
- M&A support : data diligence, Target Screening and Documentation management
7. Product & Game Aggregation
- Jackpot seeding and configuration error detection
- Daily health checks on 100+ game providers: agent opens studio back-offices, verifies RTP monitoring, launches missing games, screenshots errors
The 100-Day Exploratory Framework We Use With Our Clients
We have refined a battle-tested, regulation-safe methodology to move from “wow” to measurable ROI in under four months:
Phase 0 – Strategic Alignment (2 weeks)
- Map your top 10 cost / pain centers across Risk, Compliance, Support, Retail, Finance and Marketing
- Quantify baseline FTE hours and error rates in a Lean Management approach
Phase 1 – Safe Sandbox Discovery (4 weeks)
- Deploy latest agentic stack (Holo2 or equivalent) in isolated mirror environment
- Replicate 3 high-impact manual workflows with zero production risk
- Deliver hard ROI numbers and legal/regulatory sign-off checklist
Phase 2 – Regulated Shadow Mode (4 weeks)
- Run agents in parallel with human teams on real data (read-only first, then supervised execution)
- Build audit trails accepted by ANJ, MGA, UKGC auditors
Phase 3 – Progressive Live Deployment (ongoing)
- Gradual responsibility transfer with human veto override
- Continuous retraining loop using your own operational data
Average outcome from our 2025 engagements: 38% opex reduction in targeted departments within 12 months, with full auditability
Choosing The Gambling Cockpit
- We’re doing exploratory work on Agentic AI since early 2024 for iGaming affiliates and operators
- Deep understanding of PAM (Playtech, OpenBet, Sportnco), PSP (Trustly, Nuvei, Adyen), KYC (Onfido, Sumsub), and affiliate platform quirks
- Former heads of Risk, Compliance, and Tech from Betclic, Kindred, FDJ and Barrière in our network
- Zero vendor lock-in: we benchmark open-source alternatives objectively. Read our Manifesto here
FAQ
Agentic AI refers to an advanced type of artificial intelligence system that possesses agency, meaning it can operate autonomously to achieve a defined goal with minimal human intervention.
It is distinct from traditional AI, which is generally reactive (only responding to a direct, single command), because Agentic AI is proactive and can manage complex, multi-step workflows.
It could look long, but 100 days is actually fast to explore and bring real usecases to the MVP phase and see first results. Our 100 days methodology has proven great results in other industries, such as Banking, as it is structured, well processed to ensure the key painpoints are solved.
Agentic AI is an amazing opportunity to enhance processes with automation and knowledge. It can significantly reduce low added value tasks to teams and lean the operations.