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Estonian start-up vows to revolutionise iGaming customer support with AI

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Tugi Tark, which literally translates as ‘smart support’, launches an intelligent platform with AI agents to help online casino operators transform customer service

Estonian start-up Tugi Tark has formally launched with a mission to modernise the iGaming industry’s approach to customer support.

According to the tech disruptor, which is only now emerging from stealth mode, the future of player support will be proactive and automated, rather than reactive and manual.

Tugi Tark uses a combination of large language models, machine learning, and a dataset of over 10 million iGaming customer service tickets resolved over the years.

Tugi Tark’s AI agents, available 24/7, resolve a significant percentage of cases independently, increasing each month as support teams train their AI agents. This streamlines the player experience and frees up human staff to focus on higher-value tasks.

Crucially, the agents can provide support in more than 250 languages, a key advantage for iGaming companies operating across multiple markets. Players are assisted in their native language, without the need for third-party translation tools or region-specific teams — reducing costs and breaking down language barriers.

Players parting with money expect fast, effective support at any time. Tugi Tark’s AI agents address this critical pain point. Slow response times remain one of the biggest frustrations in iGaming customer support — often due to staffing constraints.

Proactive support can improve the player experience across a range of issues, including failed payments. When a deposit fails, Tugi Tark receives an API call from the payment system with the error message. This instantly triggers a relevant chat with the player to clarify the reason and provide a solution. The result: improved customer satisfaction, successful deposits, and lower player churn.

Tugi Tark CEO Harpo Lilja said: “We’re convinced we can help operators transform player support from a cost centre into a strategic competitive advantage.

“Support isn’t just about answering questions. It’s about creating momentum, trust, and loyalty. The quality of customer service is critical — it can make or break a VIP programme.

“With human agents, the support times are inconsistent. Support staffing for a multi-market 24/7 operation is challenging and costly. High churn among staff is common, and the limit of talent is an unfortunate reality.

“Combining both human and AI agents is the solution to the problem. AI agents can resolve many queries independently, and the rest are automatically routed to the most suitable human agent to guarantee a fast and effective resolution.”

Tugi Tark is a remote-first company headquartered in Tallinn, Estonia. The business has doubled its headcount in less than a year and is scaling rapidly to meet growing demand.

Five iGaming clients are set to onboard imminently, with further partnerships to be announced before the end of 2025.

“We understand high-value players, compliance, cost optimisation, player safety, and the nuances of iGaming support — because we’ve lived it,” added Lilja, who brings over a decade of experience in iGaming and a proven track record of elevating customer support across hundreds of brands.

“Every feature is designed to solve real-world challenges: regulatory pressure, global player bases, multi-brand operations, and 24/7 VIP care.”

The post Estonian start-up vows to revolutionise iGaming customer support with AI appeared first on European Gaming Industry News.

Baltic & Nordics Gaming Awards 2026

Nominations Now Open for the HIPTHER Baltic & Nordics Gaming Awards 2026

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Recognising Excellence Across the Baltics & Nordics

The spotlight is officially on!

HIPTHER has opened nominations for the Baltic & Nordics Gaming Awards 2026, the region’s defining celebration of innovation, leadership, and operational excellence across the gaming and technology ecosystem.

From pioneering operators and cutting-edge suppliers to infrastructure leaders and visionary individuals, the awards honour the companies and people shaping the future of regulated gaming across the Baltic and Nordic regions.

And this year, the journey culminates on a single stage.

Winners will be revealed on 2 June 2026 in Tallinn, during the prestigious Awards Ceremony & Closing Party of HIPTHER Baltic & Nordics: Tallinn — the grand finale of the HIPTHER Baltics 2026 conference series.

One region. One stage. One official awards night.

Key Dates to Remember

  • Nomination period: 18 February – 12 April 2026
  • Online voting session: 21 – 30 April 2026
  • Shortlist announcement: 5 May 2026
  • Final decision: 29 May 2026 – Secret Jury Vote
  • Winners announced: 2 June 2026 – Tallinn Awards Ceremony

Part of the HIPTHER Baltics 2026 Journey

The Awards form the grand finale of HIPTHER BALTICS 2026 – Three Capitals, One Vision, a high-level regional conference series exploring regulation, fintech, compliance, and innovation across three Baltic capitals:

  • Vilnius – 21 April 2026
    iGaming Regulation & Fintech Integration
  • Riga – 11 May 2026
    Cross-Border Compliance & Player Protection
  • Tallinn – 2 June 2026
    Digital Governance & Startup Innovation
    + Baltic & Nordics Gaming Awards Ceremony

Together, the series delivers HIPTHER’s signature blend of policy insight, technological vision, and meaningful networking — culminating in the region’s most anticipated awards night.

Award Categories Across Six Industry Pillars

The 2026 edition features a comprehensive structure recognising excellence across:

  • Baltics – Operators
  • Nordics – Operators
  • Suppliers – Casino & Content
  • Suppliers – Sports & Odds
  • Connected & Infrastructure
  • Individual Industry Awards

This multi-layered approach ensures recognition not only for market leaders, but also for rising innovators, technology disruptors, and influential personalities driving the sector forward.

Why These Awards Matter

The Baltic and Nordic regions continue to stand at the forefront of regulation, digital governance, fintech integration, and responsible innovation in global gaming.

The HIPTHER Baltic & Nordics Gaming Awards serve as:

  • A benchmark of trust and excellence
  • A platform for regional and international visibility
  • A celebration of the people and technologies shaping tomorrow’s industry

In short — recognition here resonates far beyond the stage.

Submit Your Nomination

Industry stakeholders, partners, and community members are invited to nominate the companies and leaders defining excellence in 2026.

Nominations are open until 12 April 2026.

👉 Submit your nominations here.

Join the journey toward Tallinn — and be part of the night where the region’s finest step into the spotlight!

The post Nominations Now Open for the HIPTHER Baltic & Nordics Gaming Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Aurimas Šilys

REEVO Announces Partnership with Betsafe

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REEVO has announced a new partnership with Betsafe, strengthening REEVO’s growing presence across regulated European markets and reinforcing its expansion strategy in the Baltics region.

Through this collaboration, REEVO’s aggregation platform will support Betsafe’s casino offering in Estonia and Latvia, enabling access to a wide range of premium third-party content through a streamlined integration. The partnership reflects REEVO’s continued commitment to providing operators with scalable technology and an efficient route to expanding their game portfolio.

Betsafe is part of the Betsson Group, a global online gambling company operating more than 20 gaming brands across multiple markets. In the Baltics, Betsson Group operates under the Betsafe brand in Estonia and Latvia, offering a trusted and dynamic entertainment experience.

This partnership marks another important step forward for REEVO as it continues to grow as an aggregator and strengthen its reputation as a trusted partner for leading operators in key regulated territories.

Karl Grech, Head of Business Development at REEVO, said: “Estonia and Latvia are exciting markets with strong growth potential, and partnering with Betsafe is a fantastic milestone for REEVO. Betsafe is a well-established and trusted brand in the Baltics, and we’re proud to support their expansion through REEVO’s aggregation platform. This collaboration is another clear step forward in our growth strategy and reinforces our commitment to delivering efficient, high-performance solutions that help operators enhance their casino offering.”

Aurimas Šilys, Managing Director Baltics at Betsson Group, said: “Our collaboration with REEVO opens so many doors for Betsson Group brands in Baltics to onboard and launch more game providers and have the biggest and widest casino selection in Baltics markets.”

The post REEVO Announces Partnership with Betsafe appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Acquisitions/Merger

Boonuspart Acquires Kasiino-boonus to Strengthen its Position in the Estonian iGaming Market

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Boonuspart.ee, a leading Estonian portal focused on casino bonuses and online casino comparisons, has acquired Kasiino-boonus.ee, further consolidating its position in the Estonian iGaming affiliate market.

The acquisition brings together two well-established Estonian-language casino resources to enhance content depth, accuracy of comparisons and overall user experience for players seeking up-to-date casino bonuses and reliable information.

Kasiino-boonus.ee has built strong visibility around casino bonus-related search terms in Estonia, while Boonuspart.ee has focused on broader comparisons, editorial content and long-form guides. By combining these strengths, Boonuspart.ee aims to create a more comprehensive and authoritative platform for Estonian players.

“This acquisition supports our long-term strategy of building the most trusted and informative casino bonus resource in Estonia. Kasiino-boonus.ee has a strong legacy in the local market, and we see clear synergies in terms of content, SEO, and player value,” Teemu Pesonen, co-founder of Boonuspart, said.

Following the acquisition, Kasiino-boonus.ee will be gradually integrated into the Boonuspart.ee ecosystem. Existing content will be reviewed, updated and expanded where relevant, with a continued focus on transparency, up-to-date bonus terms and compliance with Estonian regulations.

No changes will be made to player data handling, and no user information is transferred as part of the transaction.

The acquisition reflects a broader trend of consolidation within the European iGaming affiliate sector, as established publishers invest in trusted local brands to strengthen editorial quality and long-term sustainability.

The post Boonuspart Acquires Kasiino-boonus to Strengthen its Position in the Estonian iGaming Market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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