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UNLV’s PGA Golf Management University Program partners with Las Vegas-based AI technology company Evenplay to study the effects of rewards on skill level
There’s a timeless adage from NBA great Allen Iverson: “Practice?!” But now, almost ironically, AI (that is, Artificial Intelligence) will be helping us replicate big-time pressure in that very scenario.
Evenplay, an AI technology company based out of Las Vegas, has created a patented golf simulator application that creates challenges for all skill levels, with the intention of improving play performance through the use of cash rewards.
“What we have is a machine-learning algorithm that takes all of your shot data and says, ‘What are you going to do next from 175 yards?,’ and creates targets personalized for your skill level with money on the line,” said Sameer Gupta, co-founder of Evenplay. “If you practice with pressure, you’re probably going to get better faster.”
UNLV has partnered with Evenplay, taking on the task of studying the impact of rewards on skill level, and how well this experience translates the gains from practice into practical use on the real course.
“It sounded like a good opportunity to build a relationship and a bridge with this company,” said Chris Cain, director of the PGA Golf Management University Program within UNLV’s Harrah College of Hospitality. “And to see if we can continue to advance off-course golf, improve diversity in the consumer base, and think a little bit differently and daring, which is what UNLV’s all about.”
Upping the Ante on Research
The ability to create a feedback loop – one where you practice in the same conditions as when something’s on the line – is the goal: replicating the jitters that come from staring down a big putt, and then training yourself to handle the pressure before you step onto the course.
Evenplay does this by paying out money depending on the shot, using rewards as a way to create real stress in a controlled setting.
“What we have is a turn-key stress generator,” said Gupta. “Our model projects a thousand shots from every distance, with a target drawn where about half of your shots should be capable of landing. We’ve taken a skill-based activity and are able to predict what you will do next.”
The study at UNLV uses a more controlled version of the wagers. Randomly selected participants will receive various payouts such as lesson or UNLV Gift certificates based on their group assignments and the level of contributions to the study.
“This is a skill-based gaming application that allows someone to make a bet and have fun doing it,” said Cain. “What we’re doing at UNLV is seeing if the variable payouts influence program retention – do they play longer or more often? Does this also influence skill improvement? Wouldn’t it be cool to have some sort of technology in place that actually uses gaming as a way to positively influence skill improvement?”
The study is made possible through UNLV’s Sports Innovation Institute (SII), and the College of Hospitality’s Center for Golf Management, in collaboration with the university’s International Gaming Institute. The SII acts as a hub for all of the faculty who do research in sports, enabling them to work together to find solutions to problems and advance the commercialization of products fitting that criteria.
“With Evenplay’s expertise, as well as the Sports Innovation and the International Gaming institutes, that trifecta makes for a pretty special partnership here in Las Vegas,” Cain said. “There are thousands of data points in every swing that UNLV is looking forward to analyzing to see if this really changes the way we practice.”
Growing the Game
It’s no secret that the game of golf is expensive and often exclusive. The National Golf Foundation estimates the cost of a full round at a public course in the U.S. was $43 in 2023. That’s just getting on the course. When you add hundreds and thousands of dollars into equipment costs, training, and lessons, the financial barrier to entry becomes quite imposing.
“There are about 120 million people interested in the game and only 45 million participating,” said Cain. “Technology’s going to help close that gap, and being able to take lessons without being on the golf course will be part of the future, making it more inclusive, accessible, and affordable.”
Improving the accessibility of the game is one of the desired outcomes for the research, potentially showing a greater translation of the skills developed in a simulator using Evenplay to the course itself.
“It’s winter right now – nobody’s taking swings on green golf courses in Chicago,” said Gupta. “All of those players are using simulators indoors. We’re growing the amount of people who can engage with golf by changing how often people can meaningfully play the sport at all times of the year.”
Changing the game doesn’t end with golf. The patent for Evenplay features a baseball player swinging a bat, and the plan is to roll into bowling next. Its partnership and ongoing study with UNLV is only expediting the interest in this potential shakeup to the practice session.
“The ability of UNLV to effectively structure a relationship with the PGA is very impressive and unique in the market,” said Gupta. “And bringing that knowledge to a private company like ours is essential to our growth.”
The results of Evenplay’s efficacy in providing measurable improvement to player skill will be shared as the study concludes later this year.
Bragg Gaming Group has announced the launch of its newest games and Remote Gaming Server (RGS) technology with Fanatics Casino across New Jersey, Michigan and Pennsylvania.
Fanatics Casino is America’s fastest growing online casino and is available in Michigan, New Jersey, Pennsylvania, and West Virginia on iOS, Android, and desktop. Players are invited to dive into a world of thrills as Fanatics Casino brings the casino floor directly to a customer’s fingertips, whether on-the-go or in front of a computer. Players can explore a wide array of classic and modern casino games, including slots, blackjack, roulette, progressive jackpots and video poker. Each game is crafted to deliver authentic casino action, ensuring endless entertainment.
Players in these states will benefit from access to Bragg’s full catalog, including titles from Bragg’s in-house proprietary content development studios, a roster which includes Atomic Slot Lab and Indigo Magic and Wild Streak Gaming, all through Bragg Gaming’s Remote Games Server (RGS) technology, delivered via the Bragg HUB platform.
In addition, titles from Bragg’s multiple studio partners, including Incredible Technologies, Bluberi, King Show Games, and Sega Sammy Creation will also be available to players in all three regulated markets along with top-performing titles like “Cai Fu Emperor Ways” and “Queenie” and a host of other elevated content from Bragg’s Atomic Slot Lab studio.
This roster of studio partners, which is constantly being updated, now also includes Boomerang Studios, Four Leaf Gaming and Reflex Gaming, who will all launch titles on the Bragg RGS later this year.
This expansion is the latest step in Bragg’s drive to deliver engaging and game-changing content to players across the North American market.
The launch supports Bragg Gaming’s strategic goals by accelerating the growth of utilization of Bragg’s exclusive and proprietary content, and the diversification of revenue through expansion into North American markets.
Matevz Mazij, CEO Bragg Gaming Group commented: “With its history of connecting sports fans with merchandise they love and with sports betting and the strong cross sell between sports betting and iGaming, this launch represents a great opportunity to showcase Bragg’s amazing titles across the three biggest iGaming markets in the US.”
“We look forward to developing our relationship as a key partner of Fanatics Betting and Gaming in the North American market as we continue the roll-out with regular new game releases planned.”
Kieron Shaw, Manager of Fanatics Casino Games Content, said: “We’re thrilled to partner with Bragg Gaming Group to bring their diverse and engaging iGaming content to our players in New Jersey, Michigan, and Pennsylvania.”
“This collaboration is a significant step in our strategy to expand our iGaming offerings and capitalize on the substantial growth projected for these key markets. Bragg’s impressive catalogue, including titles from Wild Streak Gaming and their third-party studio partners, along with their innovative promotional tools, will undoubtedly enhance the gaming experience for our users and help us springboard our presence across these important states.”
Gambling in the USA
Abbiati Casino Equipment and Hawkins Holdings Form Strategic Alliance to Expand Presence Across the Americas
Abbiati Casino Equipment, a globally recognised leader in premium casino equipment and technologies, announced a strategic partnership with Hawkins Holdings to strengthen its presence across North and South America. As part of this initiative, seasoned gaming executive Roger Hawkins has been appointed Brand Ambassador and Strategic Consultant for the Americas.
With more than 20 years of executive leadership in the global casino and gaming industry, Hawkins will spearhead the company’s efforts to expand its footprint throughout the Western Hemisphere. His role will include market development, strategic partnerships, regulatory positioning, and the promotion of Abbiati’s legacy of Italian innovation, craftsmanship, and integrity.
“This partnership is about more than market entry – it’s about building deeper awareness, driving product adoption, and reinforcing Abbiati’s commitment to quality across every pit and poker room in the hemisphere,” said Hawkins.
Giorgio Abbiati, CEO of Abbiati Casino Equipment, said: “We have proudly served clients in the Americas for many years, but the time is right to deepen our focus. Roger’s knowledge of our products and his insight into the market make him the ideal partner to lead this next phase.”
Evolution announced a new partnership agreement with Bally’s Corporation. The agreement strengthens Bally Casino’s offering in Rhode Island, with a wide-ranging portfolio of Evolution’s slot titles, and establishes Evolution’s footprint in Rhode Island, a key milestone in its US growth strategy.
In a historic first, Evolution is now live in Rhode Island with its online slot games from its renowned slot brands NetEnt, Red Tiger and Big Time Gaming. This milestone marks Evolution’s entry into the state and establishes a presence in all seven US states which currently offer online casino gaming.
Also, under the terms of the agreement, Evolution has also introduced exclusive Bally’s branded live dealer Blackjack tables in New Jersey and Pennsylvania. These dedicated tables offer a seamless user interface integration with the Bally Bet Casino app, and will provide a premium, personalised player experience which showcases the distinctive Bally brand. In addition to these live dealer games, Bally players in New Jersey and Pennsylvania will enjoy an expanded collection of the newest and most exciting cutting-edge slot titles.
Jacob Claesson, Chief Executive Officer Evolution North America, commented: “This agreement represents a significant step forward for both Evolution and Bally’s Corporation. We’re thrilled to deepen our collaboration with Bally’s by delivering world-class gaming experiences and extend our reach into Rhode Island, a first for Evolution. This partnership showcases our shared commitment to driving innovation and providing exceptional entertainment for players.”
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