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The customer is always right

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Carl Degiorgio, COO at PressEnter Group, says that customer service is a powerful differentiator that most operators are not currently taking advantage of

Online casino operators such as PressEnter Group go to great lengths to ensure their brand delivers more value than those of their rivals. To do this, many focus on areas such as marketing, bonusing and the slots and games stocked in their lobbies.

But one of the most powerful ways to differentiate is also one of the most underestimated, and that is customer support.

Customer support is one of the most vital departments when it comes to the success of any company but especially an online casino. In an industry where creating a unique yet sustainable competitive advantage is challenging, this can be a key differentiator.

Customer service is so important because it is often the first point of contact for customers. It is where they go when they are considering signing up for the first time but have a question, need assistance during their time at the casino or if they have had a bad experience and are going to close their account.

This makes it a fundamental part of the overall player experience, and if run correctly can be used to convert more players, boost retention and drive cross-sell.

 

A blueprint for top-level customer support:

At PressEnter Group, we believe that good customer support comes down to providing the right information at the right time, but gold standard customer support requires going a step further.

At a minimum, players expect to be able to speak with agents at all times so this means offering 24/7 customer support across all channels – live chat, email, telephone, etc. Agents must be highly trained, and not only meet but exceed customer expectations always.

The philosophy of doing whatever it takes to ensure the player is happy and to make them feel valued needs to be embedded in the company culture and be applied to all departments and not just customer support.

 

Delivering the highest level of customer support is not without its challenges:

Just like any department within an online casino operator, customer support has many challenges to face and overcome. The main hurdle is hiring the right people for the job – customer service can be testing at times and to be a good agent requires talent and training.

For global operators, it is important to hire agents that speak different languages – as we all know, localisation is key to the success of an online casino. But it is just as important to train agents and to continue to help them develop and grow.

The only way to ensure agents meet the standards set by the company is to employ the best talent in the industry, and again that can be easier said than done. But by providing the right working environment, training and incentives, it can be done.

This is vital for operators that are active in multiple markets, as they have additional complexities to contend with. The greatest of these is the need to hire talent that can speak the local language and ensure that agents are available at all times despite the different time zones.

This is why PressEnter Group has hired a scheduling coordinator who is responsible for managing customer service agent rotas based on the expected traffic at different times of the day, on different days and in each of the jurisdictions where we are active.

 

Leveraging the latest technologies:

While having a talented and trained team of agents is key to customer support, so too is the technology used to deliver the service to players. In most cases, operators will use a third party for this, and, in our experience, it is vital to undertake due diligence prior to entering an agreement.

Operators need to ensure their chosen partner is robust and reliable and that they can scale in line with their own growth plans.

The latest technologies need to be combined with seamless processes and training. Beyond covering the basics, training should be wide in scope and granular in execution if support agents are to achieve the highest possible standards of service and reflect the brand’s image and core values.

Having the right processes in place ensures there is organisation within the department. This is especially important when scaling rapidly as PressEnter Group has – without clearly defined processes, there is a risk of generating chaos which in turn will negatively impact customer support.

PressEnter Group puts such importance on processes, organisation and training that we have a dedicated training coordinator as well as a QA specialist.

 

Customer service and responsible gambling:

Customer support is not only vital to acquisition, retention and delivering a superior player experience, it is also a powerful responsible gambling tool.

While licensed operators such as PressEnter Group offer the tools and information that players need to stay in control of their play, nothing beats the direct line of communication that customer support agents have with our customers.

They are able to observe playing patterns, monitor communications and make interventions as and when required. And they can do this with a personal touch.

The basics of customer support are the same for all operators, so to use this aspect of online casino to stand out they need to dare to do things a bit differently. You might not get it right the first time around, but over time it will lead to stand-out customer service.

At PressEnter Group, we have learned to master the basics and now put our own unique twist on customer support. This sets us aside from our rivals and is reflected in our customer satisfaction scores, which are way above the industry average.

There is minimal differentiation when it comes to games and payment methods being offered by operators, yet the customer service delivered by staff members simply cannot be replicated by other brands and this must be capitalised on.

Those that do will not only elevate the customer experience, but they will take player acquisition, retention and loyalty to the next level.

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Flexion Reports Revenue Increase of 9% for 2024

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Flexion, the games marketing company, has announced that its revenue grew 9% to year-end December 2024. The growth is attributed to the Company’s success in the alternative app store market.

Since its IPO in 2018, the company has built a well-positioned games marketing business around the alternative stores and grown annual revenue 50-fold to almost US$100 million. Its game portfolio represents several billion US$ in gaming IP for alternative market partners like Samsung, Amazon, Huawei, OneStore and Xiaomi.

“With the Digital Markets Act (DMA) coming into force in Europe and recent legal actions in the US, mobile game developers have felt a new-found freedom to explore their market options. We’ve already moved beyond the era when Google and Apple controlled everything. Developers are looking for alternatives that offer better margins, and additional audiences and revenue. Partnering with Flexion opens up a range of market channels with very little up-front investment,” said Jens Lauritzson, CEO of Flexion.

Flexion currently distributes more than 30 high-profile titles on the alternative stores. Top-tier games in the Flexion portfolio make on average US$ 10 million a year based on Q4 2024 run rate. That’s income in addition to their Google and Apple revenue with a business model that adds little to their costs.

In Q4 2024, Flexion-serviced games were, on average, generating 9.3% through the alternative stores of the revenue they made on Google Play. This is a significant boost for Flexion’s partners without major costs or effort.

“If you scale for the size of the stores, the alternatives massively out-performed Google in Q4 for our games. This is exciting both for Flexion’s business and for the future of the games industry as a whole. We’re seeing the beginning of a sea change in games marketing,” Jens said.

“We’re seeing just the beginnings of a major shift in how top-tier developers address their markets. Using Flexion to access alternative stores is an easy first step into the post- Google and Apple world. Many developers are already looking at their options beyond that and Flexion will be right there with them providing the technology and expertise they need to maximise the potential of their games,” Jens added.

The post Flexion Reports Revenue Increase of 9% for 2024 appeared first on European Gaming Industry News.

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Players Reclaim Close to $7M Through AskGamblers Complaint Service in 2024

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The latest AskGamblers Complaint Service report for 2024 has officially been released. The comprehensive report highlights the most important accomplishments and records of the AskGamblers Complaint Service team for the previous year.

In 2024, The AGCS team (formerly known as AGCCS) managed to return $6,890,547.11 to players. Over 7259 players turn to AskGamblers, submitting complaints against 1114 casino brands. Out of all the accepted and processed complaints, the team had a 68% resolution success rate. One of the notable milestones that reached was returning a total of $70 million to the members.

Dijana Radunović, General Manager at AskGamblers, said: “It’s amazing to see the trust players put in us year after year, and we’re able to repay them by helping them recover their funds from operators or solve other related issues. We’ve had another successful year, with a few records broken and amazing milestones achieved and we can’t wait to see what lies in store in the years ahead.”

The post Players Reclaim Close to $7M Through AskGamblers Complaint Service in 2024 appeared first on European Gaming Industry News.

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SlotsCalendar Announces its Second Awards Edition at iGC Malaga 2025

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SlotsCalendar, a leading name and tastemaker in iGaming, has announced the second edition of the SlotsCalendar Awards. Winners will be announced during the iGC Malaga event in May 2025.

These awards are rapidly gaining significance in the iGaming world as SlotsCalendar’s steady growth, success, and player-centric mentality represent the community’s interest.

Players have approximately a month to vote between the 10th of April and the 12th of May.

For its 2025 edition, the SlotsCalendar Awards Gala returns to the iGaming Club Conference in Malaga, happening on May 28th. The Awards categories for this year are as follows:

• Game Studio of the Year

• The Slot Everyone’s Talking About

• Star Slot in the Making

• Casino of the Year

• Excellence in Bonus Variety

• Industry Standard in Responsible Gambling

• Live Casino of the Year

• Best Sports Betting Platform

• Best New Casino

• Best Crypto Casino

While the idea of iGaming Awards is not new to the industry, the SlotsCalendar Awards are unique for a simple reason: winners are voted by players from the entire iGaming community.

The uniqueness of these awards makes them particularly important in iGaming. Placing the decision-making strictly in the hands of the player is a fundamental shift in the iGaming community.

SlotsCalendar CEO Viorel Stan said: “It’s truly an honor and a privilege to see how our SlotsCalendar Awards have evolved. Last year’s inaugural edition was a crowning achievement for us. It proved how vast and involved our community is, creating a level of engagement that made us incredibly proud. Being able to return to the iGC and reward some of iGaming’s luminaries in the name of the SlotsCalendar Community is beyond gratifying.”

The post SlotsCalendar Announces its Second Awards Edition at iGC Malaga 2025 appeared first on European Gaming Industry News.

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