IGT is placing artificial intelligence at the center of its next wave of gaming innovation, positioning its new TrueAim platform as a breakthrough in real-time personalization and operational efficiency. First showcased at G2E, TrueAim is designed to dynamically tailor casino experiences while enhancing marketing effectiveness and overall floor performance.
AI-Enhanced Personalization Powered by Enterprise Data
As part of IGT’s expanded enterprise following its merger with Everi, TrueAim sits alongside the ADVANTAGE X and IntelligenEVO systems, enabling a deeper layer of data intelligence. According to Jacob Lanning, IGT’s Head of Systems Commercial Strategy & Operations, TrueAim “has a deep understanding of all the data that is inside the gaming systems, which enables operators to do things on a revolutionary new scale.”
Lanning emphasized that “TrueAim makes it possible for casino operators to hyper-personalize in a way that was never before possible,” allowing teams to craft targeted incentives aligned with individual player profiles. This includes using loyalty information collected when guests engage with slot machines, table games, dining venues, and other amenities. “With our latest version, ADVANTAGE X, all of that data is now available to TrueAim,” he noted.
By processing player preferences—such as favored games, preferred rewards, visit timing patterns, or spending habits—TrueAim can produce offers that match a guest’s specific interests. Lanning explained that “all of this can be fed into the AI platform and leveraged by many different applications to improve the player experience from all levels.”
Examples and Emerging Use Cases Shaping the Casino Floor
At G2E, IGT illustrated how TrueAim enhances existing features such as Random Riches Bonus, which “gamifies the player’s overarching gaming experience and gives them an extra bonus while they are playing,”Lanning said. He described the company’s excitement about “being able to use AI in this manner, to drive optionality for the casino operator and at the same time a new and better player experience.”
Among four use cases demonstrated, two are underway for productization, including Random Riches with TrueAim. Another includes an AI agent integrated into IGT.com. Lanning explained that it “is powered by TrueAim and has all the repository of all the documentation of how our systems operate,” enabling users to troubleshoot issues or automatically generate support tickets.
Future scenarios under exploration involve generative AI-driven interactions between casino hosts and players at machines or through mobile channels. Additional AI agents aimed at front-line staff could further streamline IT, marketing, and operational workflows.
TrueAim’s Role in the Broader IGT G2E 2025 Portfolio
IGT’s 2025 G2E presence spans gaming, digital content, and FinTech, with more than 240 titles showcased across cabinets.
Digital highlights include omnichannel releases like Eternal Link Warrior’s Empire and expanded engagement tools such as MEGA VAULT. Everi’s FinTech capabilities also integrate directly with IGT systems, offering enhanced loyalty, payments, and compliance solutions through products like Trilogy and Entegrity AML.
Lanning emphasized that the purpose of TrueAim is not to replace workers but to elevate their abilities. “At the end of the day, however, there is only so much that humans can do on their own,” he said, arguing that AI is essential for achieving the hyper-personalization casinos have long sought.
Source:
“Focus on IGT: Hyper-personalizing the player experience with TrueAim, IGT’s adaptable AI solution”, cdcgaming.com, November 14, 2025
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