Report reveals operators and regulators with high ambitions but significant gaps in governance, oversight, and AI maturity
LAS VEGAS – April 9, 2026 – UNLV International Gaming Institute’s (IGI) AI Research Hub (AiR Hub) in collaboration with KPMG LLP, the U.S. audit, tax and advisory firm, today released The State of AI in Gaming 2026, the inaugural edition of an annual global benchmarking series tracking how artificial intelligence (AI) is shaping the global gambling industry.
“Society is at an inflection point with AI, and until now there has been no rigorous, independent baseline for understanding where the gambling industry stands,” said Kasra Ghaharian, IGI’s director of research and editor-in-chief of the report. “The State of AI in Gaming is designed to fill that gap, serving as an essential resource for operators, regulators, researchers, and every stakeholder navigating the adoption, return on investment, and responsible integration of AI within the gambling industry.”
The report examines AI adoption across four dimensions: industry maturity, regulatory landscape, innovation pipeline, and responsible use. It draws on original survey research from 83 gambling companies and 113 regulators worldwide, a 15-year analysis of academic publications, patent filing data, and expert contributions.
Key Findings at a Glance
Early-Stage Maturity. With an average score of 45 out of 100 on the report’s AI Maturity Index, most gambling companies have strategic ambitions for AI but infrastructure and expertise need to catch up to scale it.
A Governance Gap. Governance scored lowest on the Maturity Index at just 30 out of 100. Only 1 in 5 companies have a dedicated AI governance role, and most organizations have no established policies or practices or are in early stages of development.
Generative AI Widespread, Agentic AI Lagging. While more than 80% of companies have embraced generative AI for tasks like content creation and insights, far fewer have moved into agentic AI—systems that can independently plan, decide, and take action. This slower adoption may reflect the high-stakes nature of gambling operations, where autonomous decision-making must carefully balance regulatory compliance, player safety, and operational risk.
Regulator-Industry Disconnect. Regulators and operators disagree significantly on where AI is being deployed. Regulators report limited visibility into licensee AI activity and low confidence in both licensee and regulatory oversight capabilities. Both regulators and operators agree that Responsible AI practices across the industry remain underdeveloped.
An Accelerating Innovation Pipeline. Academic publications, patent filings, conference sessions, and startup activity around AI in gambling are all growing, signaling that the ecosystem is building momentum even as adoption within companies remains uneven.
“What the data shows is a clear gap between ambition and execution,” said Rick Arpin, executive editor and KPMG U.S. Gaming Lead. “Governance is where that gap is most visible. With governance scoring just 30 out of 100 and most organizations lacking dedicated AI oversight, many companies are moving faster on AI adoption than on the controls needed to manage it. Those that address this now will be better positioned to realize value and avoid unnecessary risk.”
Simo Dragicevic, executive editor and AiR Hub co-founder noted, “The regulator-industry disconnect we uncovered is one of the most consequential findings in this report. Regulators believe they lack the capacity to properly oversee how AI is being used by licensees, and the data confirms they often have an incomplete picture. Meanwhile, Responsible AI practices across the industry are nascent at best. As AI becomes more deeply embedded in operations, this oversight gap will only become more urgent to address.”
Produced under the auspices of IGI’s AI Research Hub (AiR Hub), the report is an open, not-for-profit research initiative designed to serve as the definitive resource on AI progress across all sectors of the gambling industry. The report is available for free download here.
Upcoming Opportunities to Engage with the Report
Special Webinar – Late April 2026. The State of AI in Gaming team will host a dedicated webinar to walk attendees through the report’s key findings, methodology, and implications. The session will offer an opportunity to hear directly from the authors and ask questions. Full details, including registration information, will be announced soon at www.igiairhub.com/state-of-AI.
IGI Triennial Conference – Wednesday 27 May 2026. UNLV International Gaming Institute’s 19th International Conference on Gambling Risk & Taking will feature a dedicated track on The State of AI in Gaming on Wednesday 27 May. Across the day, report authors and contributors, as well as industry and regulatory representatives, will discuss the findings in sessions covering industry maturity, the regulatory landscape, responsible AI, and the innovation pipeline. The conference provides a unique forum to engage with the research, network with fellow stakeholders, and contribute to the ongoing conversation about AI’s role in the future of gambling. Registration and program details are available at https://bit.ly/19gconfevent.
Media Contacts:
Kasra Ghaharian
Director of Research, UNLV International Gaming Institute
kasra.ghaharian@unlv.edu
702-895-2008
Gagan Aujla
KPMG LLP
gagandeepaujla@kpmg.com
(916) 213-3529
About UNLV International Gaming Institute
For more than 30 years, UNLV International Gaming Institute (IGI) has provided research-based solutions, cutting-edge insights, and executive education to the global gambling industry. With expertise in areas like gambling and gaming innovation, business operations, regulation and policy, esports and digital games, and problem and responsible gambling, IGI has been called upon to provide its research to more than 50 jurisdictions across the globe. Created within UNLV’s International Gaming Institute, AiR Hub conducts novel, critical, and impactful research, initially focusing on the most pressing areas from a business and societal perspective. In addition, IGI proudly emphasises diversity and community outreach through initiatives like the Young Executive Scholars Hospitality & Tourism Program (YES), which gives high schoolers a behind-the-scenes look at the career and educational opportunities the hospitality industry provides.
About KPMG LLP
KPMG LLP is the U.S. member firm of the KPMG global organization of independent member firms providing audit, tax and advisory services. The KPMG global organization operates in 142 countries and territories and has more than 275,000 people working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such. KPMG International Limited is a private English company limited by guarantee. KPMG International Limited and its related entities do not provide services to clients.
KPMG is widely recognized for being a great place to work and build a career. Our people share a sense of purpose in the work we do, and a strong commitment to increasing access to education and opportunity, advancing mental health, and supporting community vitality. Learn more at www.kpmg.com/us.