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How to Organise Customer Support Services Effectively?

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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.

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Genius Sports Partners with European Leagues for Groundbreaking GeniusIQ Innovation and Exclusive Betting Data

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Genius Sports Limited has secured the exclusive official betting data rights for a select group of competitions within the European Leagues Association. As part of this multi-year partnership, Genius Sports will also deploy its GeniusIQ platform across European football.

Genius Sports is the leading provider of live football content to the global regulated sports betting market, with the European Leagues now joining a top-tier content portfolio that includes the Premier League and French Ligue 1.

As part of a shared commitment to driving innovation, Genius Sports will deploy its next-generation GeniusIQ platform in stadiums across Europe.

This proprietary, AI-powered system underpins a suite of innovations across tracking, officiating, team performance, and fan engagement. Already used across the Premier League,  Belgian Pro League, and Danish Superliga, GeniusIQ enables leagues and teams to deepen fan engagement, improve officiating accuracy, and unlock performance insights.

GeniusIQ is designed to future-proof the commercial value of official football data for all stakeholders, and this partnership now establishes a strong foundation for long-term strategic collaboration and innovation.

Alberto Colombo, General Secretary of the European Leagues, said: “As part of the continued evolution of the European Leagues, we are proud to have once again supported our members in their future business and commercial development. This landmark deal with Genius Sports reflects both the evolution of the sports data market but also the way technology will play an increasingly intertwined role in the way commercial deals come to fruition.”

Steven BurtonChief Partnerships Officer at Genius Sports, said: “This expanded partnership with the European Leagues significantly enhances the breadth and depth of official, premium data available to our sportsbook partners.

“More importantly, it reflects a fundamental shift in the rights model, where technology investment resets traditional frameworks and creates a longer runway for future sales and revenue opportunities. By delivering the next-generation, AI-powered solutions that leagues want and need, we’re deepening alignment, strengthening our competitive moat, and accelerating the next wave of technological innovation across European football.”

European Leagues’ Members included in the agreement:

  1. Belgian Pro League
  2. Ligová Fotbalová Asociace
  3. Danish League
  4. Dutch Eredivisie
  5. Dutch Keuken Kampioen Divisie
  6. Finnish Veikkausliiga
  7. Deutscher Fußball Bund (on behalf of 3. Liga and Google Pixel Frauen-Bundesliga)
  8. Greek Super League
  9. Israeli Professional Football League
  10. Kazakhstan Football League
  11. Latvian Virslīga
  12. Norwegian Professional Football League
  13. Liga Portugal
  14. Romanian Professional Football League
  15. Serbian Super Liga
  16. Slovak Niké Liga
  17. Föreningen Svensk Elitfotboll
  18. Swiss Football League

The post Genius Sports Partners with European Leagues for Groundbreaking GeniusIQ Innovation and Exclusive Betting Data appeared first on European Gaming Industry News.

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Rise & Hustle enhances platform with proprietary AI-powered Rise Core solution

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Rise & Hustle, Africa’s next-gen tap-to-earn gaming operator, has rolled out its proprietary AI-powered Rise Core solution to enhance performance, personalisation, and protection.

Officially launched last week in Nigeria, Rise & Hustle is a rewards-based mobile street game series built on its PlayZuzu Gaming platform. Rise Core uses advanced algorithms to stop fraud, identifying and preventing everything from Cost Per Acquisition (CPA) manipulation to gameplay exploitation. The solution excels at fortifying cybersecurity, proactively identifying threats to safeguard player data and platform integrity.

From a creative standpoint, Rise Core will generate and refine in-game visuals and imagery to immerse players in the experience of rising from Hustler to Kingpin. Furthermore, the solution is trained to analyse user behaviour and recommend content in real time to drive engagement and retention.

Deploying Rise Core at the heart of Rise & Hustle’s platform instantly heightens mobile-first gaming by combining entertainment, integrity, and progressive tech in one world.

Rise & Hustle CEO and co-founder Josh Jones commented: “Integrating our in-house Rise Core solution into the Rise & Hustle platform puts AI front and centre of all we’re building. It will help us build quicker, safer, and smarter than anyone else in the space. Players’ security is paramount, and backed by sophisticated AI we’re in position to detect and prevent fraud in real-time. We have the ability to seamlessly personalise content not just in design, but based on player interests. Rise Core is more than just a tool – it’s our edge in creating player-first experiences for Africa’s mobile-native generation.”

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Spinomenal presents 4 Horsemen III: Inferno

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Leading iGaming content provider Spinomenal has released 4 Horsemen III: Inferno to complement the wildly popular Mythology series.

4 Horsemen III: Inferno invites players into an apocalyptic hellscape where the reels are engulfed by a scorched wasteland under burning skies. A relentlessly surging and dark soundtrack creates an atmosphere thick with tension. The Horsemen return, Conquest, War, Famine, and Death, each carrying their own Free Spins feature, which is triggered with three or more full-sized Scattered Free Spins symbols.

Each time players discover three or more Free Spins symbols, they can move on to the next Free Spins feature, seeking bigger returns. The first Horseman is Conquest and offers Winning Symbols Respins. In this first stage, all winning combinations trigger a respin, with winning symbols staying in place while non-winning symbols are substituted for new ones.

The next Free Spins stage is Extra Wilds and this is represented by War. This time while the reels are spinning, three to five extra Wild symbols can appear on the slot to increase winning chances. Five Wild symbols on a winning line will pay x300.

Any players who find another three or more full-sized Scattered Free Spins will follow the map onto Famine – which is a Shifting Reels Free Spins feature. During this round, after each win the game will trigger a free respin where all the reels move one row down and a new row on top will be revealed.

The final resting place is Death for the Stacked Wild Respins feature where each occasion a stacked Wild symbol appears fully on the reel a respin will be triggered.

Spinomenal CO-CEO, Omer Henya commented: “4 Horsemen III: Inferno is a chaos-fuelled title packed with four epic features within the Free Games mode. The red-hot design is visually striking, and players will be hoping to ride from the flames with a fortune.”

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