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How to Organise Customer Support Services Effectively?
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.
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Sofascore reveals Player of the Season award winners for season 2023/2024
The famous live-score platform Sofascore has announced its list of Player of the Season award winners, for the season 2023/2024. Based on the globally acclaimed Sofascore rating system, these awards celebrate not just moments of brilliance but the persistence and consistent excellence demonstrated throughout an entire season. Among the recipients of this prestigious award are Kylian Mbappé (Ligue 1), Jude Bellingham (La Liga), Rodri (Premier League), Ewa Pajor (Frauen-Bundesliga), Harry Kane (Bundesliga), Caroline Graham Hansen (Liga F) and Khadija Shaw (Women’s Super League). Combined with the markets whose season will end in December, the award will recognize top performers across 50 leagues worldwide.
This year’s Player of the Season trophies carry an additional layer of meaning. Through the Field of Dreams campaign, Sofascore partnered with Brazilian football legend Zico to renovate a football pitch at his academy in Rio de Janeiro. In a unique move, each trophy contains pieces of the rejuvenated football pitch from Zico’s Academy, symbolizing the connection between a player’s roots and their rise to greatness.
Zico, speaking about the partnership, stated, “Football is more than just a game; it’s a journey fueled by dreams and sustained by persistence. The Player of the Season award from Sofascore represents the effort that every player puts into reaching their goals. I’m proud to partner with Sofascore in renovating a pitch at my academy, where the next generation of football stars will begin their journey.”
At the heart of the campaign is the belief that football is not defined by a single moment of brilliance but by the consistent hard work and dedication required to achieve excellence.
Also watch the video about the Player of the Season award on sofascores official youtube channel.
Branimir Karačić, Sofascore’s Chief Marketing Office: “The Field of Dreams concept is not just about honoring today’s stars, but also about reminding every player where their journey began. Every winner, whether in Brazil or across the globe, will hold a piece of this community-driven project in their hands. It’s a recognition of their hard work and a tribute to the support they received along the way.”
Find the full list of winners on sofascore website!
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Scientific Games Advanced Retailer Technology Will Power Sales Lotto Rheinland-Pfalz in Germany
Lottery is the Fourth in Germany to Modernize with New, Camera-based Terminals Connecting Retail and Digital Sales
Scientific Games is set to bring advanced retailer technology to a fourth German state lottery. Lotto Rheinland-Pfalz will move to a more modern, purchasing experience that connects retail and digital with the global lottery company’s camera-based Contour.v terminals. Scientific Games will install the player-friendly Contour.v terminals in 2025 across Lotto Rheinland-Pfalz network of approximately 900 retail outlets in central southwest Germany.
The modernization project includes the company’s SYMPHONY Edge terminal software and management system, as well as training for Lotto Rheinland-Pfalz retailers. The technology rollout is through a new five-year contract that may be renewed for up to three additional years.
Jürgen Häfner, Managing Director for Lotto Rheinland-Pfalz, said, “With both player and retailer in mind, we are investing yet further in our well-established retailer network to enhance the connection between our digital and retail sales channels. This new technology project with Scientific Games aligns with our clear focus on player-oriented enhancements that take the purchasing experience with Lotto Rheinland-Pfalz to the next level.”
Offering contactless player interactions and mobile scanning features, the Contour.v terminals represent Scientific Games’ new-era optical technology. Contour.v was innovated by the company as part of its newest line of high-performance Contour terminals to meet evolving market demand in integrated lottery retail and digital environments.
The camera-based optical terminals feature an easily viewable and accessible ticket scan area and HD screens configurable for both clerk and player view, Contour.v was designed with durability and unparalleled user experience in mind. A sleek, unibody eliminates unnecessary parts, making the terminals extremely reliable. Unique, advanced optics technology enhances the speed of service. The Contour.v terminals also offer easy processing and a variety of options for ongoing software upgrades.
“Scientific Games welcomes Lotto Rheinland-Pfalz to the growing number of lotteries moving to modern retail technology that easily connects the retail and digital channels, and offers players a smooth, convenient purchasing experience,” said Matthias Müller, VP of Sales & Marketing for Scientific Games.
The company has served Lotto Rheinland-Pfalz since 2006 and currently provides the Lottery with central systems technology, terminal management system and retail point-of-sale technology, as well as its world-leading instant games through the Scientific Games Enhanced Partnership program.
Scientific Games is a supplier to all 16 lotteries in Germany, and the largest lottery systems technology provider in Europe. The company currently supplies games, technologies, analytics and services to 150 lotteries in 50 countries.
Contour.v is a trademark of Scientific Games. © 2024 Scientific Games, LLC. All Rights Reserved.
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The New Saints FC Partner with GAMSTOP for Self-Exclusion Day
16-time JD Cymru Premier champions, The New Saints FC, teamed up with GAMSTOP, the UK’s national online self-exclusion scheme, in support of Self-Exclusion Day on Saturday 14th September.
The New Saints donated their match-day sponsorship slot to GAMSTOP for their 4-0 JD Cymru Premier victory over Barry Town, which saw the club promote the initiative across its matchday programme and social media platforms. The club’s players wore dedicated custom made GAMSTOP warm-up shirts ahead of the fixture, to raise awareness for the vital campaign designed to highlight the power of self-exclusion.
Beyond the fixture, GAMSTOP, in partnership with Addiction Recovery Agency (ARA), are set to deliver essential training sessions to The New Saints Academy, educating young athletes on the risks of gambling, how to spot and support problem gamblers and how they can support their mental and financial well-being through self-exclusion tools.
The New Saints are proud to play a crucial role in spreading awareness about the importance of GAMSTOP’s work, encouraging both fans and the wider public to engage with the responsible gambling message and to make use of GAMSTOP’s services if they or someone they know is struggling. This year’s Self-Exclusion Day campaign was dubbed #TakeBackControl2024.
GAMSTOP CEO Fiona Palmer said: “The level of support The New Saints provided for Self-Exclusion Day has been above and beyond. Football clubs play a key role in shaping their communities, and it’s fantastic to see TNS take such a proactive stance in supporting individuals who may be struggling with gambling harm. Together, we can ensure that support is available for those who need it.”
Chris Sergeant, Head of Academy at The New Saints FC, added: “We’re delighted to work with GAMSTOP and use the power of football to raise awareness about the importance of responsible gambling. As a club, we are always looking for ways to support our players, fans, and the wider community. This partnership is a crucial step in continuing that mission.”
Clubs from all four English leagues, including Premier League clubs such as Crystal Palace, also joined TNS in marking Self-Exclusion Day with many donating programme advertising and posting on their social media. GAMSTOP is a free service which allows vulnerable consumers to exclude themselves from all gambling sites licensed by the Gambling Commission for up to five years, with shorter options of six months or a year. They recently surpassed 500,000 sign ups to their service.
For more information on GAMSTOP, visit gamstop.co.uk.
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