BEGE (Balkan Entertainment and Gaming Expo) and EEGS (Eastern European Gaming Summit) are excited to announce their groundbreaking 2025 concept, which emphasizes the critical importance of proximity, collaboration, and forward-thinking strategies – all while integrating the latest advancements in Artificial Intelligence.

At the heart of this initiative is a strong commitment to fostering meaningful connections within the industry. Together, BEGE and EEGS are creating a vibrant platform for networking and idea exchange, bringing industry leaders together to explore the future of gaming. With multiple networking opportunities throughout the BEGE and EEGS, attendees will have countless chances to engage with one another, share insights, and forge valuable partnerships.

“The power of community is essential to our mission,” says Natalia Baevska, Project Manager of BEGE and EEGS. “By collaborating, we can harness our collective strengths to unlock new opportunities for growth within the region.”

Nino Berezhiani, Marketing Manager, highlights the significance of the initiative’s theme, “Proximity to Potential: Where Every Piece Matters.” She explains, “This slogan captures the essence of our vision. It underscores the idea that every connection and collaboration serves as a vital piece of a larger puzzle, driving innovation and success in our industry. We are excited to create an environment where companies can showcase their achievements, celebrate excellence and engage in meaningful dialogue.”

In addition to the networking events, the initiative will feature an impressive lineup of thought-provoking lectures and lively panel discussions led by industry experts, all designed to spark engagement and collaboration.

Furthermore, the integration of AI into this initiative promises to elevate gaming experiences and enhance operational efficiency, setting a new benchmark for innovation in the sector.

With this ambitious initiative, BEGE and EEGS are poised to transform the gaming landscape in the Balkans, encouraging all stakeholders to come together and actively shape the industry’s future.

Reading Time: 4 minutes

HIPTHER, organizer of the Prague Gaming & TECH Summit 2025, is excited to welcome Cloudfresh as the Networking Break Sponsor, a company empowering businesses with top-tier cloud services. As a Zendesk Premier Partner, Cloudfresh specializes in integrating, optimizing, and scaling the best in-class cloud solutions, acting as a vital link between companies and cloud technologies. In this exclusive interview, we speak with Vita Usatiuk, Sales Executive at Cloudfresh, to explore how AI, omnichannel support, and personalized player interactions are reshaping customer service in gaming.

Player support is becoming a crucial factor in gaming retention. How can integrated customer service solutions enhance player satisfaction and engagement while keeping gamers in the game?

Integrated customer service solutions are essential for enhancing player satisfaction and engagement, ultimately driving player retention. By providing support across various channels like chat, messaging, phone, and email, gaming companies can meet players where they are, offering seamless and convenient assistance. This omnichannel approach ensures that players can easily reach out for help before, during, or after a game. Furthermore, AI-powered tools can provide instant help and personalized interactions, addressing player needs proactively and efficiently. A robust support system contributes significantly to a positive gaming experience, fostering loyalty and encouraging players to stay engaged with the game.

The gaming industry faces unique challenges in customer support, from omnichannel demands to peak traffic surges. How does Cloudfresh leverage Zendesk to help gaming companies streamline support operations and optimize agent workload?

The gaming industry presents unique customer support challenges, including omnichannel demands and peak traffic surges, especially during new release windows. We in Cloudfresh implement Zendesk solution for the customer support to help gaming companies streamline their support operations and optimize agent workload. Zendesk offers a unified platform that integrates various support channels, enabling agents to manage interactions from a single workspace. AI-powered automation can handle routine inquiries, allowing agents to focus on complex issues. Zendesk also provides tools for intelligent ticket routing, workforce management, and performance monitoring, which helps optimize agent efficiency and ensure timely issue resolution.

Personalization is key to delivering a top player experience. How can gaming brands use AI-driven customer support to provide more tailored interactions and proactively address player needs?

Personalization in gaming support is no longer a luxury, it’s a necessity. AI-driven solutions are empowering gaming companies to meet this demand in innovative ways. Here are some practical examples:

1. AI Agents for 24/7 Support and Instant Answers: Players expect support around the clock. Zendesk’s AI Agents can provide instant, accurate answers to common questions, drawing from your knowledge base. This ensures players get the help they need immediately, any time of day.
2. Intelligent Triage and Routing: AI can analyze incoming support tickets and route them to the right agent or team based on the player’s issue, game, or platform. This ensures that players are connected with specialists who can address their specific needs efficiently.
3. Proactive Support and Personalized Recommendations: By analyzing player data and behavior, AI can help anticipate common issues and proactively offer solutions or tips. This could include in-game notifications, personalized FAQs, or tailored support articles. For example, Kaizen Gaming, a European eGaming company, delivers 95% resolution at first contact with live chat and 360° views of customers. This level of insight allows for highly personalized and proactive support.  
4. Automation for Scalability: Gaming companies often experience peak support volumes around game releases or updates. Zendesk’s automation capabilities, enhanced by AI, can handle surging ticket volumes and reduce wait times. Play Games24x7, an Indian online gaming company, reduced their resolution time by 68% by leveraging Zendesk automation and analytics. This demonstrates the power of AI in scaling support operations efficiently.  

By leveraging Zendesk’s AI-driven features, gaming companies can provide more tailored, efficient, and proactive support experiences, ultimately driving player satisfaction and loyalty.

Cloudfresh has extensive expertise in implementing and optimizing Zendesk solutions for gaming businesses. Can you share a recent success story where your solutions significantly improved customer experience?

Yes, we have many success stories, and one recent example is our work with Bloober Team, a renowned game development studio specializing in psychological horror games. Bloober Team faced challenges in providing efficient player support, especially during peak times around game releases.  They needed a solution that could scale, provide comprehensive data from players, and streamline their support workflow.  

We implemented Zendesk’s Enterprise Suite for Bloober Team, including add-on apps and a custom ticket form to gather essential information from players.  We also integrated DeepL for translation to assist with their diverse player base.   

The results were transformative.  Bloober Team now has a robust system to manage player support, allowing them to react quickly to issues and provide timely solutions.  This has significantly improved their ability to maintain contact with players, address concerns, and ultimately enhance the player experience.  This case demonstrates our ability to tailor Zendesk solutions to the specific needs of gaming companies, helping them to overcome support challenges and foster stronger player relationships.

At the Prague Gaming & TECH Summit 2025, AI and automation in gaming support will be major discussion points. How do you see AI-driven support evolving in the next few years, and what should gaming operators focus on to stay ahead?

It’s clear that AI is no longer a future possibility in gaming support – it’s the present and the driving force of its evolution. We’re seeing a distinct separation between companies that are embracing AI and those that aren’t. Those “CX Trendsetters” are pulling ahead, and gaming operators need to be in that category. It’s not just about replacing human agents either; it’s about ‘human-centric AI.’ We’re talking about augmenting agents, giving them superpowers to handle complex issues while AI handles the routine.

Looking ahead, expect AI to get even smarter – predictive, hyper-personalized, with more natural conversations. And it’s not just chatbots anymore; AI-powered automation will touch every support channel, creating those seamless omnichannel experiences players demand. Crucially, AI will provide a wealth of data and insights, allowing for data-driven optimization of support strategies.

So, for gaming operators who want to stay ahead, it boils down to this: invest strategically in AI, empower your agents to work alongside it, focus on leveraging those AI-driven insights, build systems that can scale and adapt, and, of course, prioritize data security. That’s from my point of view the roadmap for success in the AI-driven future of gaming support.

With Cloudfresh at the Prague Gaming & TECH Summit 2025, this year’s event will showcase the latest innovations in AI-driven player support and customer service strategies. Don’t miss the opportunity to connect with industry leaders, gain exclusive insights, and explore the future of gaming support technology!

HIPTHER, organizer of the Prague Gaming & TECH Summit 2025, is excited to welcome Atlaslive, a cutting-edge iGaming platform provider, as the Badge & Bracelet Sponsor and key participant in this year’s event. In this exclusive interview, we speak with Lasha Kupatadze, Chief Product Officer at Atlaslive, to explore the company’s readiness for Brazil’s evolving regulatory landscape, its approach to industry certifications, responsible gambling, and the product innovations driving the future of iGaming.

Atlaslive has achieved the Gaming Laboratories International (GLI) certification for its iGaming Platform in Brazil. What were the most critical compliance requirements for entering Brazil’s newly regulated gaming market, and how does this certification position Atlaslive for long-term success in the region? What are your next strategic steps?

Entering Brazil’s newly regulated gaming market presented a unique set of compliance requirements that companies must navigate carefully. For Atlaslive, achieving the Gaming Laboratories International (GLI) certification was a significant milestone, as it demonstrates our commitment to maintaining high standards of fairness, security, and player protection.

Achieving this certification gives us a solid foundation for long-term success in Brazil. It not only enhances our credibility but also streamlines the regulatory approval process for entering the market. This positioning can help us attract investors and partners who prioritize ethical operations in their collaborations.

As we look to the future, our strategic focus will be on enhancing partnerships within the region. By fostering relationships with local payment processors and regulatory authorities, we can ensure a more seamless entry into the market. We also recognize the importance of creating a marketing strategy that resonates with Brazilian players, emphasizing responsible gaming and community engagement.

Furthermore, we plan to localize our game content to align with Brazilian culture, ensuring that we enhance the user experience. As we progress, continuous monitoring of compliance requirements will be vital to adapt to any regulatory changes. Investing in the technology behind our platform will also support our ability to scale and engage players effectively.

You have recently shared insights about how AI revolutionizes responsible gaming and player protection. Can you share Atlaslive’s perspective with our readers?

At Atlaslive, we see artificial intelligence as a real game-changer in ensuring player well-being. By using AI-driven analytics, we can detect potential risk behaviors early and proactively assist players who might need a break or additional support. We offer self-exclusion options, deposit limits, and other responsible gaming tools. Also we’ve found that these real-time insights help us personalize responsible gaming measures and gain genuine trust with our audience. We will continue leveraging AI-driven insights to make Atlaslive a safer and more enjoyable platform for players worldwide!

Responsible gambling and KYC compliance are growing priorities worldwide. How does Atlaslive integrate these crucial elements into its platform to ensure a secure and player-focused experience?

At Atlaslive, we understand that responsible gambling and Know Your Customer (KYC) compliance are not just regulatory necessities but essential elements in delivering a secure and player-focused experience. Our commitment to these priorities is seamlessly integrated into our platform, particularly as we tailor our solutions for the Brazilian market.

A key component of our KYC compliance strategy is a strategic partnership with Brazil’s leading identity verification technology provider. This partnership allows us to leverage advanced tools that meet the specific requirements of the Brazilian market. Utilizing document examination through Optical Character Recognition (OCR) and 3D facial identification, our partner provides comprehensive identity verification in fewer than 30 seconds. This innovation not only streamlines the registration process, reducing player registration time by an impressive 30%, but also significantly minimizes fraud risks and ensures strict adherence to Brazilian regulations.

In addition to our robust KYC services, we are devoted to promoting responsible gaming. Atlaslive has developed a suite of features designed to empower players to engage in gaming safely and responsibly. We offer customizable settings that allow users to set their own limits on deposits, wagers, and gaming sessions. Self-exclusion options and cool-off periods are also available, providing players with the tools they need to manage their gaming behavior effectively.

We additionally provide educational resources on our platform to inform players about the risks associated with gambling. Our customer support team is well-trained to identify signs of distress and offer appropriate guidance, ensuring that support is always available when needed.

Atlaslive is known for its adaptable and scalable platform. Can you share some of the latest product innovations and enhancements that set you apart in the competitive iGaming landscape?

At Atlaslive, we focus on developing a platform that seamlessly adapts to our partners’ evolving needs. That means we’re constantly refining everything—both the user-facing interface and the powerful backend behind it. Recently, we have prioritized real-time data analytics, enabling operators to swiftly identify player trends and adapt to engagement shifts seamlessly. We’ve also introduced flexible integrations, making it effortless for businesses to plug in third-party services while keeping everything running smoothly. On top of that, we’re unveiling personalization features that let operators fine-tune everything from lobby layouts to bonus offerings according to each player’s preferences. Altogether, these updates give our clients the agility and creativity they need to stay ahead in a market that never slows down!

At the Prague Gaming & TECH Summit 2025, you’ll be speaking on the panel “Regulatory Crossroads: Lessons & Compliance Strategies from North America & LATAM.” Can you share a sneak peek of the key regulatory challenges and strategies you’ll be discussing with the audience?

During the panel, I’ll dive into how our platform is built to adapt to Brazil’s unique regulatory requirements, which can change quickly as legislation matures. I plan to highlight two core areas: first, how to navigate the nuanced compliance landscape to ensure operators are always a step ahead, and second, how technology-driven solutions—like real-time monitoring and reporting—make that possible. We’ll also touch on the importance of forging strong relationships with local authorities, so you can seamlessly enter and thrive in the market. When you boil it all down, a flexible, tech-savvy approach to compliance isn’t just about ticking boxes; it’s about protecting players, earning trust, and ultimately growing a strong brand in one of the world’s most dynamic iGaming arenas!

With Atlaslive at the Prague Gaming & TECH Summit 2025, this year’s event promises invaluable insights into the future of iGaming and technology. Don’t miss the opportunity to connect with industry leaders, gain exclusive market perspectives, and be part of the most dynamic gathering in the CEE region!

Join us on 25-26 March 2025 in Prague – Register now and explore the full agenda!