TLDR
- Hard Rock’s AI insights feature drew strong praise in hands-on app testing by Eilers & Krejcik Gaming.
- FanDuel’s conversational AceAI tool received mixed feedback from testers.
- Bet365, FanDuel and Hard Rock are using AI for game previews, research and bet-building help.
- EKG says the main AI opportunity for sportsbooks is customer retention and engagement.
- AI bet-building tools could lift interest in high-margin parlays and same-game parlays.
Hard Rock’s sportsbook AI feature drew stronger reviews than FanDuel’s chatbot in recent hands-on app testing, according to research firm Eilers & Krejcik Gaming (EKG). The findings come as more sportsbook operators add artificial intelligence (AI) tools to their apps.
The testing offered a side-by-side look at how different companies are using the technology. It also showed that customer reactions can vary widely from one app to the next.
Why Sportsbooks Are Adding AI Tools
Hard Rock is not the only operator moving in this direction. Bet365 and FanDuel, which is owned by Flutter Entertainment, are also using AI on the front end of their platforms.
These tools include game previews, research features and help with building wagers. They are designed to interact directly with bettors rather than work only behind the scenes.
The push comes as some of the largest U.S. sportsbook firms have raised their promotional spending to attract and keep customers. AI is seen as a lower-cost way to support those same goals.
“Commercially, we suspect the opportunity lies primarily in retention and engagement,” said EKG analyst Brad Allen. He added that keeping more of the research and discovery journey inside the sportsbook could prompt betting activity.
Allen said this approach could also encourage repeat visits and deepen customer relationships. Bettors who find what they need in the app have less reason to look elsewhere.
AI bet-building tools may also boost interest in parlays and same-game parlays. These bets carry higher margins for sportsbook operators.
Not all AI use in the industry has been free of trouble. DraftKings has faced a class action lawsuit accusing it of using AI to target losing gamblers.
Hard Rock Wins Praise as FanDuel Gets Mixed Grades
Hard Rock launched its AI insights feature in March. The tool provides short AI-generated snippets about a specific game, including details on betting trends and player injuries.
“Hard Rock’s AI insights launched in March and was particularly well received in EKG’s recent hands-on app testing,” Allen said. One tester called it “truly one of the best features I have seen across all these apps.”
Another tester praised the depth of information available without leaving the sportsbook. That matches the goal operators have of keeping bettors’ research inside their apps.
FanDuel’s conversational assistant, called AceAI, received a less favorable response. Allen said feedback on the tool was “more mixed.”
One tester reported that AceAI “didn’t seem to be adding any value at this point.” The comment stood in contrast to the praise given to Hard Rock’s feature.
The results came even though FanDuel and DraftKings are considered leaders in AI implementation across the gaming industry. Customer satisfaction with these tools is not the same across all operators.
Allen cautioned that the testing group was small. “While our small testing sample cannot establish broader customer preferences, the contrast in response to Hard Rock and FanDuel suggests execution matters,” he said.
