AI-driven customer support company Tugi Tark has revealed a collaboration with PEC.BET, a recently established sportsbook and online casino operator that offers players access to various bookmakers via a single account. The collaboration integrates Tugi Tark’s customer support system and iGaming-focused AI agents into PEC.BET’s player assistance operations as the operator launches in the market.

PEC.BET functions on a cutting-edge multi-bookmaker sportsbook system that embraces winners. Grounded in transparency and accessibility, PEC.BET recognized customer service infrastructure as a critical operational focus from the outset and chose Tugi Tark for this purpose to create its support system.

“As a new operator, it was important for us to put the right operational foundations in place from the beginning,” said a spokesperson PEC.BET. “Our multi-bookmaker model means we welcome winners, which shapes how we approach player relationships. Working with Tugi Tark allows us to support players efficiently while ensuring our internal team remains focused on more complex player matters and VIP care.”

Tugi Tark’s AI platform for customer service offers PEC.BET a unified space to oversee player assistance through various channels. AI agents help with initial resolutions, while more complicated issues are forwarded to support personnel. This method allows PEC.BET to uphold consistent service while adjusting to rising demand as the operator expands.

“PEC.BET is entering the market with a clear focus on transparency and accessibility for players,” said Harpo Lilja, CEO of Tugi Tark. “Our role is to provide a support layer that can operate consistently from day one and scale alongside the platform as it grows.”

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FlexPlay is entering a new phase with the launch of its own casino platform. Leonid Matison, Head of Customer Success, speaks with EEGaming about what inspired the company’s evolution, how it is helping partners adapt to change, and why a focus on flexibility, creativity, and collaboration is driving its vision for the future.

What inspired the move into the platform space, and how did that background shape your approach to creating it?

FlexPlay was born from EvenBet Gaming out of working closely with operators and studios as an aggregator, so we had a very clear view of where existing platforms were falling short. Many operators were forced to adapt their business models to rigid technology instead of the other way around.

Moving into the platform space was a natural evolution. We wanted to build a product that reflects how the market actually works today: fragmented regulation, fast-changing player behaviour, and the need to launch, test, and adapt quickly. That background shaped our approach significantly. Instead of building a “one-size-fits-all” platform, we focused on modularity, flexibility, and speed, so operators can grow without having to rebuild their infrastructure every time their strategy changes.

The platform market is full of established names. What makes FlexPlay stand out, and what kind of identity are you building for the brand?

Our differentiation isn’t about being louder or bigger — it’s about being more adaptable. FlexPlay is designed as a partner-centric platform, not a closed ecosystem.

We are building an identity around flexibility, transparency, and collaboration. Operators can customise their product, UX, content strategy, and growth roadmap instead of fitting into predefined templates. Commercially, we also remove unnecessary pressure at early stages, for example with models where partners don’t pay content fees until they actually start growing.

In a crowded market, identity comes from how you work with partners day-to-day, not just from features on a website.

You have described FlexPlay as a platform that “evolves alongside its partners.” What does that look like in practice for operators working with you?

We don’t treat launch as the finish line. We stay actively involved after go-live.

Operators receive ongoing support in analysing performance, adjusting content portfolios, testing new mechanics, and refining player engagement strategies. Our platform allows operators to add, remove, or prioritise content quickly, run experiments, and respond to real player data instead of assumptions.

We also actively listen to partner feedback and translate it into platform improvements. If a feature or workflow doesn’t serve operators in real conditions, we adjust it.

How does that flexibility help brands entering fast-changing or emerging markets where conditions can shift quickly?

Emerging markets rarely follow a stable or predictable path. This year, we are going to SiGMA Africa for the first time, and this continent is just the right example of how quickly and often market transforms. Regulation changes, payment preferences evolve, and player behaviour can shift very quickly.

FlexPlay’s flexibility allows operators to adapt without disruption: adjusting payment flows, reconfiguring bonuses, changing content focus, or localising UX. The platform isn’t locked into rigid structures, so operators can react to market signals in weeks rather than months.

This is especially important for brands entering highly volatile markets in Africa or LatAm, where the ability to pivot often determines success.

AI is a hot topic right now. How are you exploring its potential at FlexPlay, and what do you find most exciting about how it can genuinely support operators and players?

We approach AI very pragmatically. For us, it’s not about replacing people or creating black-box systems, but about enhancing decision-making.

We are exploring AI in areas like player segmentation, behavioural analysis, and content recommendations. It may help operators understand what players actually want and when. AI can also support smarter lobbies, more relevant promotions, and better detection of engagement patterns.

What excites us most is AI’s ability to reduce noise. It can highlight what truly matters and help them act faster and more confidently. But it can’t and will not fully replace strategic decision-making by humans.

Personalisation has become an essential part of modern player engagement. What does it mean to you in practice, and how is FlexPlay helping operators bring it to life?

For us, personalisation means relevance. Not just visuals or messages, but the entire player journey. FlexPlay enables operators to segment players based on behaviour, preferences, and performance, and then tailor content, bonuses, and communication accordingly. This helps players discover games that actually match their interests instead of scrolling through endless lobbies.

Good personalisation improves retention and trust. Players feel understood rather than pushed, and operators benefit from stronger long-term engagement.

But we suggest avoiding over-personalisation: if the players see only the recommended “long tail”, it may affect the operator’s revenue. Manual curation in addition to personalisation (like featuring a seasonal game during a holiday, or an operator’s personal favourite) allows for strategic promotions and branding.

Growth can be exciting but also challenging for operators. How do you and your team at FlexPlay support partners as they take that next step?

Growth often exposes weaknesses in technology or strategy. Our role is to help operators scale without losing control.

We support partners with analytics, reviews, and strategic guidance, helping them prioritise what to scale and what to optimise first. Technically, the platform is built to handle growth without forcing structural changes. Commercially, we remain flexible so that a transition is easier for operators.

Looking ahead, what are the key milestones or developments you are focused on for the year ahead?

Our focus is on deepening platform intelligence and partner value. This includes expanding AI-driven tools, improving content discoverability, and enhancing automation where it adds efficiency.

We are also investing in better insights for operators: not just reporting, but actionable recommendations that help them make smarter decisions faster.

Another priority is continuing to refine our platform based on real partner use cases, not theoretical ones.

And finally, when you think about FlexPlay’s future, what do you hope the company will represent within the wider iGaming industry?

I hope FlexPlay will be seen as a trusted growth partner — a company that helped operators build sustainable businesses rather than short-term results.

In an industry that often focuses on speed and scale, we want to represent balance: technology that adapts, content that makes sense, and partnerships built on mutual success.

If operators look back and say, “FlexPlay helped us grow the right way,” that will be the real measure of success.

The post FlexPlay: building a platform made to grow with its partners appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Kiss AI Live Casino: An AI-First Live Casino Infrastructure , Kiss AI Live Casino is a fully AI-driven live casino system designed to replace traditional studio dependencies with fully configurable digital environments. The platform offers operators a flexible, scalable solution for delivering live casino experiences without the constraints of physical sets or fixed table layouts.

The product suite features a variety of live casino titles with AI-generated dealers, where artificial intelligence governs dealer behavior and interactions. Operators can define every aspect of the table presentation, allowing for a unique, brand-aligned experience.

Flexible Live Casino Setup

Each Kiss AI Live Casino table can be customized in multiple ways, including:

• Dealer appearance, ethnicity, and facial features
• Hairstyle and wardrobe styling
• Studio environment and background settings
• On-table branding and overall visual identity

The AI-powered dealers support 160+ languages, enabling full localization of both visual and spoken elements. These adjustments can be applied without changing the underlying table logic, allowing operators to deploy a single infrastructure across multiple brands, markets, and audience segments with minimal effort.

AI Engine. Human Approach.
Dealers are entirely generated and managed via AI, allowing for scalable deployment without the need for multiple studios. Visual environments are digitally constructed, and can be modified instantly, removing the need for production downtime or physical adjustments.

Kiss AI Live Casino operates as a live casino format where presentation and interactivity are defined at the system level, offering operators complete flexibility while maintaining the immersive experience of traditional live gaming.

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