George Kourakos: Inside the AI pipeline behind Betano Trivia and what comes next

Most operators talk about innovation in the abstract. Fewer can point to a run of shipped, industry-first products built on it, from AI-generated visuals to mixed reality and fully AI-produced live formats.

George Kourakos, Director of Innovation at Kaizen Gaming, leads Kaizen Labs, the unit behind that run: AI Cards, Mixed Reality experiences, 3D NBA visualisations and, most recently, Betano Trivia, a generative AI rebuild of the operator’s physical trivia studio format.

Three years into that output, the unit’s approach to AI has moved well past the buzzword stage, and Kourakos is candid about where it’s already reshaping product strategy, and where it still has limits.

This Q&A gets into:

• What pushed Kaizen Labs to rebuild its physical trivia studio format entirely in AI
• Where AI actually sits in Kaizen Gaming’s product thinking today
• How generative models are shifting the ceiling on player engagement and personalisation
• Why major tournaments like the World Cup shape the timing of product launches
• What’s coming next from Kaizen Labs heading into 2027

Let’s dive in!

iGaming Republic: What sparked the idea for Betano Trivia, and what was that journey like for the team?

GK: We were already running trivia games with a physical studio and live presenters in some countries, and we saw a strong customer response.

It worked beautifully as a format, but it was hard to scale. Running a physical studio has its own cost, and it limits how many markets you serve and how often you can offer it. These constraints became our starting point.

Kaizen Labs takes on problems where the answer isn’t always obvious or easy. So this felt like that kind of challenge: could we recreate the feel of a live studio in a fully digital environment, using the latest and most advanced Generative AI models, and still deliver something engaging?

Initially, we started with simple movements and a basic customer experience. However, as the models improved, we delivered an experience that competes head-to-head with any physical setup in visuals, sound, and natural movement.

iGR: Where does AI fit into Kaizen Gaming’s wider product thinking?

GK: It would be easier to ask where AI isn’t part of our product thinking!

For us, AI has moved past the buzzword phase. It is now a working tool that touches almost every stage of our product strategy, from research and ideation to execution and testing. The more we use AI, the more we realize what is possible. Beyond the products users see, AI is also giving our teams extra capacity to focus on higher-value work and decisions.

This extra capacity, naturally over time, further helps and influences our wider product thinking, as we have more space and time to think. Nonetheless, keeping data safe and using AI responsibly remain non-negotiable priorities in how we operate.

“It would be easier to ask where AI isn’t part of our product thinking!”

George Kourakos, Director of Innovation at Kaizen Gaming

iGR: How do you see AI-powered entertainment shaping player engagement going forward?

GK: Every month, we see new AI models released, mainly from the US and Asia, which offer incredible capabilities and impressive results. As new capabilities are unlocked, we can apply these models to more use cases. I believe AI will play a major role in shaping and improving player engagement.

The challenge is delivering something that adds value to the user, enhances personalization, and provides the unique, quality experience Kaizen Gaming and Betano are known for. The user experience shouldn’t look or feel like a commodity everyone offers. We are always seeking those “wow” moments that our customers can experience and cannot find elsewhere.

“We are always seeking those “wow” moments that our customers can experience and cannot find elsewhere.”

George Kourakos, Director of Innovation at Kaizen Gaming

iGR: How much does timing around big sporting moments factor into product launches like this?

GK: Major competitions like the World Cup are key moments for player engagement. With heightened interest and visibility, international sporting tournaments drive higher volume and a broader mix of players. Consequently, it’s a key moment when the industry is most visible, and differences in product experiences really stand out. Our goal at these moments is simple: to deliver the most impressive and fresh customer experience possible.

Launching products around international tournaments is therefore a great way to show players what we can offer. Given the broader audience they attract, it makes sense to highlight the variety of games and experiences we provide.

iGR: What else is in the pipeline for Kaizen Labs?

GK: Over the last three years, Kaizen Labs, with help from many other internal teams, has delivered many industry-first innovations. From AI Cards and Mixed Reality to 3D NBA Visualizations and Betano Trivia, we are constantly looking for ways to bring new, innovative products to market that offer players a genuinely new and exciting experience.

While I’m excited to share details about what we are working on, I can’t just yet. However, I can assure you that 2027 will be a very productive and interesting year for us and our customers!