

Baltics
Estonian start-up vows to revolutionise iGaming customer support with AI
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.
Baltics
Lithuanian Basketball League Becomes Betsson-LKL from 2025

Betsson Group has announced that from the 2025-26 season, Lithuania’s premier basketball league will be officially known as Betsson-LKL.
This marks a new phase in Betsson’s long-standing partnership with the Lithuanian Basketball League (LKL). Since 2017, the Betsafe brand has served as the league’s title sponsor, supporting the continued development of professional basketball in the country. Earlier this year, Betsafe in Lithuania was rebranded to Betsson.
A refreshed visual identity for the league has also been unveiled, marking the beginning of this new chapter.
“This step allows us to further strengthen our position in the market, offer customers the benefits of our technology platform, and continue upholding high standards of responsible gaming,” said Aurimas Šilys, Head of Betsson Lithuania.
“We are grateful for a partnership that goes beyond branding. Our work with Betsson Group is rooted in a shared vision – to develop a top-tier basketball league in Lithuania that inspires fans and players alike,” said Rasa Liuimienė, General Director of the LKL.
The upcoming Betsson-LKL season will officially commence in autumn 2025.
The post Lithuanian Basketball League Becomes Betsson-LKL from 2025 appeared first on European Gaming Industry News.
Baltics
SOFTSWISS Jackpot Aggregator Enters the Estonian Market

SOFTSWISS, a leading iGaming software provider, has strengthened its European presence by making the Jackpot Aggregator available in Estonia. This strategic move follows the recent Jackpot Aggregator certification in Bulgaria, Brazil, and Peru.
Estonia remains a strong and digitally mature iGaming market in Europe. Industry revenue is projected to reach 452.5 million dollars in 2025, with growth expected to push that figure past 508 million dollars by 2029. The casino and slots segment alone is expected to generate more than 206 million dollars this year. With user penetration at 31.2% and over 450,000 players forecast by the end of the period, the market continues to draw interest from operators across the region.
In July 2025, SOFTSWISS introduced Paid Participation campaigns – a new Jackpot Aggregator feature where players pay a small fee to join jackpots, prize drops, or other campaigns. This model offers a more engaging experience, giving players better chances of winning and fewer participants. For operators, it opens a new revenue stream by funding prize pools through player contributions.
Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator, shares: “The Jackpot Aggregator has proven its impact across multiple markets, and we are excited to bring its full potential to operators in Estonia. Now, Estonian operators can launch player-centric jackpot campaigns tailored to their brand and audience. We see strong potential in the Estonian market and are ready to support partners with the tools they need to stand out.”
The Jackpot Aggregator also integrates directly with the SOFTSWISS Game Aggregator, which now offers over 35,000 games – the largest portfolio in the industry – and maintains enterprise-level uptime at 99.999%. Together, these solutions offer a powerful combination for operators looking to scale with confidence.
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 35,000 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 SOFTSWISS Jackpot Aggregator Enters the Estonian Market appeared first on European Gaming Industry News.
Baltics
Push Gaming levels up in Latvia and Estonia with OlyBet

Push Gaming continues to grow in the Baltic region thanks to its latest commercial partnership with OlyBet.
The agreement with the number one gaming and entertainment brand in the Baltics now offers Push Gaming’s complete range of popular slots to players throughout Latvia and Estonia. Key titles from the Razor Shark and Retro series are now available, along with highly anticipated releases such as Wild Swarm Triple Hive and Bamboo Ways, due to launch soon.
Launching with OlyBet follows other recent European growth for Push Gaming in Bulgaria, Spain, and Serbia, and maintains Push Gaming’s ambitious strategy in regulated markets.
Andy Bentley, Chief Operating Officer at Push Gaming, said: “Having our content live with market leaders such as Olybet is a key pillar of our commercial strategy. OlyBet provides us with a fantastic partnership and a shared ambition to grow in both regions.
“We’re scaling our collaborations globally to meet player demand, and our thriving relationship with the leading brand in Latvia and Estonia is another important milestone in our progress.”
Tomas Graham, Chief Operations Officer at OlyBet, added: “The added strength of Push Gaming’s slots in our lobby is considerable, and we’re delighted to have them available for our players.
“It is essential for us to offer the best games available to ensure OlyBet provides the best experience possible and remains the first choice in entertainment across each market.”
The post Push Gaming levels up in Latvia and Estonia with OlyBet appeared first on European Gaming Industry News.
-
gaming3 years ago
ODIN by 4Players: Immersive, state-of-the-art in-game audio launches into the next generation of gaming
-
EEG iGaming Directory8 years ago
iSoftBet continues to grow with new release Forest Mania
-
News7 years ago
Softbroke collaborates with Asia Live Tech for the expansion of the service line in the igaming market
-
News7 years ago
Super Bowl LIII: NFL Fans Can Bet on the #1 Sportsbook Review Site Betting-Super-Bowl.com, Providing Free Unbiased and Trusted News, Picks and Predictions
-
iGaming Industry8 years ago
Rick Meitzler appointed to the Indian Gaming Magazine Advisory Board for 2018
-
News6 years ago
REVEALED: Top eSports players set to earn $3.2 million in 2019
-
iGaming Industry8 years ago
French Senator raises Loot Boxes to France’s Gambling Regulator
-
News7 years ago
Exclusive Interview with Miklos Handa (Founder of the email marketing solutions, “MailMike.net”), speaker at Vienna International Gaming Expo 2018