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How to Organise Customer Support Services Effectively?
When launching an iGaming project, every operator faces a dilemma of how to organise its customer support services effectively. Should it be managed in-house or outsourced? SOFTSWISS, an international tech provider with over 15 years of iGaming experience, offers a cost comparison to help resolve the issue.
Through years of delivering high-quality customer support to its Casino Platform clients, SOFTSWISS Managed Services has earned strong recognition among industry leaders. In 2023-2024, the solution received several awards for its outstanding contributions to responsible gambling practices and excellence in customer support. Based on their profound experience, SOFTSWISS experts share their insights on organising customer support services.
In-House vs Outsourced Services: Pros and Cons
Cost savings, flexible payments depending on the project scope and workload, increased operational efficiency and access to specialised expertise are undeniable advantages of outsourcing customer support services. What is more, an outsourced support team eliminates the need for investing in recruiting, hiring, training, and managing staff, allowing businesses to focus on core operations while reducing overhead costs.
The key advantage of the in-house model and something outsourcing typically lacks is greater control over a project. At the same time, outsourcing frees up time and human resources, enabling operators to prioritise high-impact strategic initiatives instead of being tied up with routine service management tasks.
When it comes to customisation, experts generally do not classify it as a distinct advantage or disadvantage of either model. At SOFTSWISS, when launching any iGaming project, the team requests operators to complete a specialised questionnaire. The responses are then used to customise customer support services to the unique needs of each project.
Crucial Customer Support Services
When setting up a back office for an iGaming project, the first step is to determine the ‘must-have’ services to be provided. Based on the SOFTSWISS expertise, the golden standard comprises the following:
- First-Line Support. To ensure a smooth project flow, an operator needs at least five in-house specialists to provide comprehensive player support. With the player base growing across various locations, additional specialists will be needed to offer multilingual support.
- Anti-Fraud Support. In some projects, a single professional may be able to handle all necessary tasks. The challenge is the high cost of such experts, which can vary depending on the country of recruitment.
- VIP-Player Support. VIP players generate around 60-80% of the project’s revenue and need an exceptional approach.
- Ongoing Retention Support. Developing marketing strategies and clear action points for increasing player loyalty and retention takes a lot of time and requires profound industry experience.
The costs for setting up an in-house service to address the above functions start at 25,000 euro, whereas outsourcing can reduce these expenses by nearly half.
Enhanced Customer Support Services
Several additional services play a critical role in increasing player loyalty, engagement, and lifetime value. SOFTSWISS experts highlight the following:
- Initial Retention Setup. It is a one-time service for preparing player segmentation and setting up welcome letters, bonuses, and promotional campaigns, allowing the project to start operating fully from day one. This service does not require ongoing attention.
- Player Reactivation. Experienced professionals help manage failed payments, and reactivate dormant players.
- Content Management. This service ensures a seamless user interface, up-to-date content, and a robust communication system. A clear and user-friendly website helps attract users and convert them into active players.
The minimal costs for additional services stand around 7,500 euro and differ only slightly whether organised in-house or outsourced. The challenge is independently setting up numerous unfamiliar processes from scratch, especially without prior experience. Additionally, some specialists may not be needed full-time, and arranging part-time work can often be inefficient.
Artyom Rudakov, Head of SOFTSWISS Managed Services, summarises: “The choice of the appropriate model for the customer support organisation depends on the specific needs of a business. It should rely on the project’s life cycle stage, forecasts, management capabilities and a business approach tailored to geographic geography and local labour market opportunities.
In some cases, a hybrid model, combining both in-house and outsourced support, can offer the best of both worlds. At the same time, the outsourced model allows the team to focus on project development and business growth.”
The SOFTSWISS will take part in the SBC Summit Lisbon on 24–26 September. To get more insights, partners can book a meeting at stand B-160.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka affiliate platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post How to Organise Customer Support Services Effectively? appeared first on European Gaming Industry News.
WA.Technology, the award-winning B2B solutions provider, is excited to announce its entry into the rapidly expanding Peruvian gaming market after receiving the necessary certifications from the country’s gambling regulator, Ministerio de Comercio Exterior y Turismo (MINCETUR).
Already recognised as the most sought-after B2B solutions provider for LatAm, the award-winning provider is now bringing its iGaming expertise to operators across Peru, having already partnered with the majority of the continent’s biggest brands.
In total, WA.Technology offers its LatAm partners a full spectrum of iGaming solutions via its WA.Platform, WA.Sports, WA.Casino, WA.Fantasy, WA.Affiliates and WA.Lottery verticals.
With WA.Technology boasting multiple regional offices across the continent, the provider has now stated a firm commitment to ensuring that its Peru operator partners will be given the best of its technology to gain local market share.
These include its latest lottery platform, with players able to access more than 70 of the world’s biggest lottery formats, Highly popular Lottery games from the USA will also be available, such as Powerball and Megamillions, reaching in excess of $1bn.
In addition, local operators will be able to harness WA.Technology’s latest Fantasy Sports and its US-inspired Pick’Em Play Props offering, which is being rolled out imminently to big-name operators across the continent.
Designed for players to unleash their sporting expertise across Daily Fantasy Sports and Free-to-Play predictor games, both represent a tried and tested acquisition tool for LatAm operators to boost engagement, retention and cross-selling opportunities.
Local partners will also be able to access WA.Technology’s latest WA.Affiliates vertical, designed to transform LatAm operators’ player-focused marketing and customer acquisition strategies.
Featuring affiliate tracking features, performance tracking software, and the option to introduce gamification, WA.Affiliates represents an unparalleled acquisition tool for operators to reach new audiences and drive traffic back to casinos and sportsbooks.
Commenting on the company’s launch in Peru, Axel Antillon, Regional Director LatAm at WA.Technology, said: “Peru represents a significant opportunity for WA.Technology; we are very excited to be embarking on this new journey! The country’s growing appetite for gaming and entertainment-led experiences aligns perfectly with our mission to deliver LatAm’s best gaming products.
“By entering the Peruvian market, we’re able to support local operators in enhancing their player experience, improving operational efficiency, and ultimately, growing their business. We look forward to becoming a trusted partner to the region’s operators as we establish a long-term presence here.”
Since regulations were introduced in October 2023, Peru has been pinpointed as one of LatAm’s major growth markets by industry experts.
Reports project the market to grow at a compound annual growth rate (CAGR) of 9% between 2023 and 2031, largely driven by increased digital adoption and growing demand for online entertainment.
MINCETUR, Peru’s regulator, estimates that approximately Sol3.8 billion (€1bn) in bets was placed in 2022, with online gaming and sports betting estimated to produce Sol162m (€40.6m) a year in taxes for the state.
SOFTSWISS, a global tech company with over 15 years of expertise in iGaming, supports the global Pink October initiative to attract attention to preventing breast cancer.
This year’s Pink October campaign at SOFTSWISS is themed “A Minute Today, a Future Ahead” and emphasises the importance of early detection and preventative care. Breast cancer is the most common cancer affecting women, and early diagnosis is key in the fight against the disease. When it is noticed early, the 5-year relative survival rate is 99%.
Early detection involves doing monthly breast self-exams and planning regular clinical breast exams and mammograms. Half of the 2,000 SOFTSWISS employees are women, and the company will refund each of them for ultrasounds and mammograms in October and November.
Pink October at SOFTSWISS offers a wide range of activities throughout the month. In addition to reimbursing for medical examinations, an online webinar on mental health will provide valuable insights for those who face the disease. To support the international charity movement “Butterfly Support Mission”, women from SOFTSWISS will take part in a themed race.
The company’s employees also personally support the initiative. To further raise awareness, prominent female influencers from the SOFTSWISS community share information about the campaign across social media, amplifying the message of self-care and vigilance.
“Health is a crucial value beyond everything. Here, at SOFTSWISS, we aim to help and support our employees’ well-being and health every day. By promoting the Pink October initiative, we want to stress the importance of well-timed self-care and make this issue visible both within the iGaming industry and beyond,” shares Chief Marketing Officer at SOFTSWISS, Valentina Bagniya.
Notably, the iGaming industry recognised SOFTSWISS’ strong dedication to ensuring the best working conditions for its employees. A few weeks ago, SOFTSWISS received the esteemed accolade “Employer of the Year” at the SBC Awards.
Supporting the Pink October initiative for the second year in a row, SOFTSWISS continues to lead by example, emphasising the importance of preventive health measures and community support. Through this initiative, the company hopes to inspire its employees and society to take action today for a healthier tomorrow.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka affiliate platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
Hard Rock Bet
Kambi Group plc signs first major odds feed partnership with leading US operator Hard Rock Digital
Operator’s Hard Rock Bet brand to leverage Kambi’s new Odds Feed+ product, marking a significant milestone in Kambi’s modularisation strategy
Kambi Group plc (“Kambi”), the world’s trusted sports betting partner, has entered into a landmark agreement with Hard Rock Digital, one of the leading sports betting operators in the US, to deliver its new cutting-edge Odds Feed+ solution to the operator’s multi-state Hard Rock Bet brand which is available in eight US states including Arizona, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, and Virginia.
The partnership will see Kambi provide Hard Rock Bet with its comprehensive suite of odds across both pre-match and live betting, with odds uniquely benefitting from the power of Kambi’s leading turnkey sportsbook, as well as Kambi’s AI trading division Tzeract. Hard Rock Bet is expected to launch with Kambi’s Odds Feed+ in Q4 2024.
Kambi’s full library of odds are delivered through a single API integration, giving operators the ability to create their own bespoke Odds Feed+ package, with the freedom to revise on demand. Hard Rock Bet will initially offer a selection of Kambi’s global sports odds, however, the flexibility of Kambi’s single API odds feed provides Hard Rock Bet the ability to add additional international or US sports as required.
As Kambi’s first major Odds Feed+ partnership, the collaboration with Hard Rock Digital marks a significant milestone in Kambi’s long-term strategy. The partnership has great potential to become a significant source of revenue for Kambi, subject to the scope of additional services taken by Hard Rock Digital over the coming years.
Werner Becher, Kambi CEO, said: “This Odds Feed+ partnership with Hard Rock Digital represents another important step forward for Kambi. The deal builds on the strategy Kambi set out 18 months ago to leverage our position as the world’s leading sportsbook provider with the offer of standalone products that uniquely benefit from our turnkey sportsbook. Hard Rock is one of the leading sportsbook operators in the US and precisely the kind of prestigious partner we were targeting as part of this modularisation approach.”
Matt Primeaux, Executive Managing Director & President of Hard Rock Digital, added: “The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product. We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”
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