Cubeia, a Stockholm-based iGaming platform provider, is taking a bold step by aiming to overhaul its development process. The company plans to replace its traditional code with AI-generated code for all new features by August. This initiative, driven by COO Stefan Grenstad and observed through an unexpected increase in productivity among mid-level developers, is slated to triple the company’s output.
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AI’s Role in Boosting Productivity
During a routine review, Grenstad noticed that mid-level software developers were outpacing their senior counterparts—a phenomenon he attributed to AI tools. “Two or three developers were delivering almost 60% of the results,” Grenstad commented, noting AI’s influence. And rather than merely expanding access to AI tools, Cubeia is embedding AI into its core processes, hoping this integration will help the firm stay competitive. Leveraging large language models like Claude, and other tools such as UX Pilot AI, Cubeia’s Chief Product Officer, Fredrik Ernander, describes how AI accelerates feedback loops and prototyping. This change allows developers to iterate on ideas more rapidly, bypassing the traditional two-week sprint cycles that often functioned more like assembly lines.
Challenges and Industry Skepticism
Despite the ambitious goal, some skepticism remains, particularly among senior staff. Concerns include AI’s potential to “hallucinate” or generate incorrect code. And grenstad emphasized that human oversight is vital to ensure quality, saying, “We need to make sure that AI is not…making assumptions that aren’t correct.”
Cubeia’s approach also involves maintaining a balance between AI-written and legacy human-written code, a task that Ernander admits could initially slow market delivery. However, he anticipates a surge in speed over time as these issues are resolved. Industry observers suggest Cubeia’s move mirrors efforts by others in the sector, with major players like Playtech also exploring AI’s potential. Analysts predict AI will soon drive game development, increasing the speed and reducing the cost of creating new content.
Regulatory and Market Context
The move toward AI in iGaming follows broader trends in technology adoption within the gambling sector. As AI becomes more entrenched, regulatory bodies will likely scrutinize its implementation, especially concerning consumer protection and fair play. While Cubeia hasn’t faced regulatory hurdles with this specific initiative yet, the industry as a whole watches closely for shifts in compliance standards. Ernander, while optimistic, acknowledges these challenges. He points out that the bottleneck has shifted from coding to defining scope and interaction with existing platform components. This complexity demands a nuanced understanding, which Ernander believes may not quickly translate to operational changes among operators.
The Future of Development Roles
Looking to the future, Grenstad predicts a fundamental shift in developer roles, anticipating a transition to ‘product engineer’ positions as AI takes on more coding responsibilities. Still, he foresees a time when AI could bypass code altogether to directly produce binaries. However, he warns that developers who resist the transition might find themselves sidelined. Cubeia’s journey to integrate AI into its development process is a test case for how AI can reshape the iGaming industry. While initial hiccups are expected, the company believes that staying ahead of competitors with new AI application will be key for long-term survival. The coming months will reveal whether Cubeia’s AI-driven strategy will deliver the promised productivity boost, setting the stage for broader industry adoption. The company will reassess the project’s progress and impact at the end of August, which could serve as a bellwether for other firms considering similar technological advancements.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
