"CTO in Focus" Graham Merrett, OtherLevels

Gaming Eminence interviews Graham Merrett, Chief Technology Officer of OtherLevels, discussing the integration of machine learning and AI to enhance customer engagement in the sports betting and gambling industry. Graham highlights his leadership philosophy, emphasising the importance of diverse teams and practical AI applications that deliver measurable improvements in customer experience. He also addresses how OtherLevels navigates the balance between personalisation and data privacy. Additionally, Graham touches upon adapting OtherLevels’ technology stack to meet the demands of global markets with varying regulatory environments, and shares insights into the architectural principles behind the Sports Engagement Platform. The conversation underscores his strategic focus on innovation while maintaining compliance and trust in a fast-evolving industry.

Gaming Eminence: With over two decades of experience in software engineering, including roles in Australia and Hong Kong, how have your diverse career experiences shaped your leadership approach at OtherLevels? In what ways have these experiences influenced the integration of machine learning into your platform, particularly in enhancing customer engagement within the highly competitive sports betting and gambling industry?

GM: “My leadership philosophy is centred on surrounding myself and listening to people who are not only smarter than me but also have a passion for technology. I believe in the power of diverse backgrounds, challenges, and perspectives—whether they come from different cultures, industries, or disciplines. This diversity drives innovation and helps us tackle problems from multiple angles. Some of the best engineers I’ve worked with have had unconventional paths, such as backgrounds in history or fine arts, which bring unique ways of thinking that are invaluable. The key is to build teams that instinctively understand our core mission: to create solutions that effectively address business challenges and deliver tangible value to our customers in the most efficient way possible.

When it comes to AI and machine learning, we might have a couple of rocket scientists in the team, but we are not building space shuttles. My focus is on practical applications that deliver measurable outcomes, our most successful projects are those with clear objectives that directly improve customer engagement. Our approach is hands-on: we immerse ourselves in the data and use machine learning in ways that are grounded in the needs of our operators. Generative AI, for instance, is set to be transformative in the sports betting space, not because it’s flashy, but because it offers a new dimension in customer experience.

If you want to win at roulette, you don’t need an AI model that will predict the number the ball will land on, you need quality data, precision, and to just predict which side of the wheel the ball is marginally more or less likely to fall on, and a way to execute that. The goal isn’t to predict the unpredictable, but to provide operators with tools that enhance customer experiences in real time, making each interaction feel more personal and relevant.”

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OtherLevels CEO Brendan O’Kane joined Matt Chambers on the iGAMINGFM podcast to discuss how Generative AI solutions are helping operators grow audience reach and profitability.

To listen: Click here.