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Efficiency and automation key as Zendesk simplifies customer service

George Miller

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Efficiency and automation key as Zendesk simplifies customer service
Adrian McDermott, Zendesk’s President of Products
Reading Time: 3 minutes

 

With the igaming industry experiencing rapid international growth, nurturing brand identity and loyalty remains a key focus for operators – a complex challenge when faced with an increasingly diverse customer base. Speaking at the customer service software company Zendesk’s Showcase London, the firm’s president of products Adrian McDermott discussed how Zendesk’s segmentation and automation software is leading the way for efficient B2C interaction.

“Gaming has a set of unique challenges,” said McDermott. “Most games have large populations of casual users, free users, paid users, heavy users, and segmentation of inbound – and understanding how to deal with that inbound – is incredibly important.”

“We have gaming customers that have hundreds of millions of free users they need to serve through self service, and we have gaming customers with some very high-spend individuals, and they need to treat those people differently.”
One of the first things Zendesk offers gaming firms is a self-service environment where users can help users, or access appropriate content, with Harvard Business Review recently stating that 81 percent of people would rather find the answer for themselves than seek assistance. Further stages include an escalation from that channel into an instant messaging environment where customers talk directly to an agent, with an establishment of user identity.

The automated process, which also utilises AI and extensively curated user help functions, allows brands to streamline the customer service response, effectively allowing them to more efficiently utilise customer-facing agents. “Ultimately, serving gaming customers is often about having humans sitting in seats talking to humans who play that game, engaging with them and representing the brand.”

“Our gaming customers bring that to bear themselves, we just give them the tools, and build best practices in, that when a player comes for support, they get a response which is timely, in brand and meets their expectations.”

Not only did Zendesk’s Showcase London offer a positive opportunity to engage with firms keen to integrate the firm’s efficient software systems, but the 12 June event also proved the perfect place to announce an expansion of Zendesk’s AI-powered Answer Bot.

Already embedded in over 10,000 apps, Answer Bot tool will now be extended across all web and mobile channels, allowing companies to provide constant, consistent support and quicker response times across all platforms. “Customers today demand fast responses in a context that suits them, and AI can be used to help companies be more timely and accurate when engaging with customers. With Answer Bot, we’re putting an end to laborious processes to resolve simple questions. We’re not just delivering self-service everywhere – we’re delivering AI-powered self-service everywhere, which will continue to make for a better customer experience.”

Alongside Answer Bot – which also surfaces recommendations to agents during customer interaction, thereby increasing accuracy in response – Zendesk also announced a range of new tools as part of its Guide Enterprise knowledge base. With nearly four billion knowledge base articles viewed on Zendesk in 2018, the firm’s curated catalogue of problem solving and FAQ response articles has been strengthened with solutions such as Article Events – allowing regular appraisals of the usefulness, brand consistency and accuracy of articles – and Content Cues, prioritising the most regularly viewed responses. “This is what AI can do; large-scale pattern matching that goes beyond human comprehension,” said McDermott. “One of the reasons we’re super excited about this is that we are seeing that new capabilities across gaming are being released every month, every quarter, they’re entertainment products unlike any before, they are constantly morphing.”

“This is a challenge for customer service, figuring out the connotations downstream of what’s going to happen to a player in that new reality – it’s almost impossible to be figuring it out without machine automation. It’s uniquely suited to the pace of game deployment.”

Though igaming firms are just waking up to the potential of streamlined customer service software, McDermott added that Zendesk’s experience with gaming firms already extends over seven years, with key integrations in major studios and providers delivering manifold efficiencies. With its suite of systems and software covering consumer-engaged businesses in all sectors, Zendesk offers one of the most multi-faceted B2C solutions on the market, a serious consideration for igaming operators as both product options and customer numbers increase.

“We provide the tools and services to people to help them provide great customer service, and that cuts across all kinds of industries, ecommerce, traditional retail, services IT – and of course gaming.”

“We have a range of products that help people connect with their customers, and we always say that the best customer experiences are built with Zendesk.”

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SkillOnNet Signs Deal to Power Slingo.com

Niji Narayan

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SkillOnNet Signs Deal to Power Slingo.com
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SkillOnNet has signed an exclusive agreement to power and license Slingo.com. Under the terms of the deal with Slingo-parent Gaming Realms, Slingo will significantly expand its global footprint through access to new markets.

The deal will give the site’s players access to over 3000 additional games from some of the world’s top developers. Slingo will be marketed on the SkillOnNet Network by veteran operator Prime Gaming, which owns top brands like MegaCasino.com and ICE36.com.

The deal represents a major new chapter in the Slingo story. The site will continue to offer its much-loved Slingo-style games, while providing its players a huge expansion of choice from the SkillOnNet portfolio.

“With the coming together of SkillOnNet, Slingo and Prime Gaming, it feels like we’re putting together an online gaming supergroup. The level of industry experience among these three companies is pretty amazing, and I know together we will build something quite special,” Michael Golembo from SkillOnNet said.

“Slingo has a large and loyal player base and we want to assure those players we won’t be messing with their favourite games, but we will be working hard to offer them a more vibrant and vital gaming experience,” Michael Golembo said.

“SkillOnNet is behind some of the most successful online casino brands in the world and we wanted to leverage its technology and experience to drive Slingo.com forwards. Through SkillOnNet’s platform and licences we know we can operate in new markets around the world with utmost compliance. This marks the start of a new chapter for Slingo.com, one that we believe will be a great success for the brand,” Mark Segal, CFO of Gaming Realms, said.

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Synot Games Enters Greek Market With BetRebels

George Miller

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Synot Games Enters Greek Market With BetRebels
Reading Time: 2 minutes

 

SYNOT Games kicks off another successful launch with BetRebels online casino. BetRebels is the first online casino with live SYNOT Games content in the Greek market.

Players at betrebels.com and betrebels.gr can now enjoy the frozen land of Dicey Fruits, the oceanic underworld in Dolphin’s Wild Ride or a crazy adventure with Rich Pirates, and many more lined up in the wide offering of the SYNOT Games portfolio.

Martina Hrabinska, CCO of SYNOT Games, was pleased with the launch of the casino operator, commenting:

“We are thrilled to release our games with another successful brand such as BetRebels using iSoftBet platform, and also take a step forward introducing our content to another country. We are looking forward to further our cooperation, and so increase our global footprint.”

Yiorgos Metaxas, Director of Rebels Gaming Ltd said:

“During the past year, our Casino offering has been enhanced with new and innovative providers. The addition of SYNOT Games’ special content provides us the ability to add fresh and high quality engaging games, full of intriguing features and mechanics that players love. Without a doubt, SYNOT Games’ content will prove to be very popular with our players.”

About BetRebels:
BetRebels.com is a European company, one of the trading names of Rebels Gaming Limited – a company registered in Malta (reg. no C 51793). Every BetRebels customer is important to us and we are determined to provide you with top-class products, programs and support. Our mission is to offer our customers a high quality, dynamic, entertaining, and broad-ranging gaming experience in a secure and regulated environment. The wealth of experience of the company’s Management means BetRebels is able to offer the best solutions in the field of Online Gaming. At BetRebels you are always a click away from the complete betting offer.

About SYNOT Games:
SYNOT Games is an established content supplier with a growing market presence, licensed by the Malta Gaming Authority and certified in markets across Europe. The games are already certified in a number of jurisdictions including Spain, Italy, UK and Sweden. Our comprehensive portfolio boasts with more than 40 exciting titles, available in 24 languages and live in over 80 casinos.

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Gala Bingo Launches “Bingo Like a Boss” Campaign

Niji Narayan

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Gala Bingo Launches “Bingo Like a Boss” Campaign
Reading Time: < 1 minute

 

Gala Bingo has launched “Bingo Like a Boss” campaign, unveiling a new leading lady, Gloria, a gloriously sassy woman who slays life whilst casually playing bingo.

The first of four ads connected to the campaign stars Paisley Billings from the TV show, Tattoo Fixers, as Gloria and features the character playing Gala Bingo on her phone whilst simultaneously shredding an electric guitar solo using her feet! Inspired by Gala Bingo’s seamless and exciting gameplay, this advert and the remaining three will encourage viewers to “bingo like a boss” whilst outrageously living life to the full.

With the aim of disrupting the category and inviting a new younger audience to experience the online game, the introduction of Gloria adds a fresh, modern edge to the brand, whilst maintaining relevance with its existing players. This is just one facet of Gala Bingo’s rebrand which includes an updated logo and tone of voice, a cleaner, refreshed look and colour palette, and a new approach to digital.

The commercials and digital content were directed by Los Angeles based comedy director duo Fatal Farm, while the campaign is being overseen by the advertising agency, Antidote.

“We wanted to mix up the category and refresh our brand. We are a brand with significant heritage and branding that has stood us in good stead, however the time felt right to revamp and refresh, bringing us in to the roaring 20’s and with Gloria’s help, this truly integrated campaign certainly does that. We want to show a younger audience how fun and exhilarating the game can be, showing there is something for everyone. We’re really excited to unleash Gloria on the nation and bring the sass to bingo!” Karina Adrian, Head of Brand Marketing at Gala Bingo, said.

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