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Movers and Shakers: Why Customer Service is the Unsung Hero in Player Retention: An Insider’s Perspective on Maximizing Lifetime Value in a Competitive Market
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Do a lot of operators overlook customer service and its critical role in player acquisition and retention?
Absolutely. Many operators don’t fully recognise just how crucial customer service is, particularly for retention purposes. While acquiring players puts less pressure on customer service, retaining them is a separate challenge. As CPAs rise with operators competing intensely for new customers, ensuring those customers are retained for as long as possible becomes the main objective. Here, customer service is essential in maximising player lifetime value (LTV) and driving continuous engagement.
Unfortunately, there’s often a race to the bottom with customer service, where cost-cutting leads to reduced quality. When customers reach out to support, it’s usually due to a problem. If they’re met with impersonal, unhelpful service, their dissatisfaction can be amplified, which can harm brand loyalty. This is especially significant today when digital engagement is so prevalent – those moments of human interaction carry enormous weight.
As for in-house versus outsourced customer service, it’s a long-standing debate. While building in-house teams offers control, it also brings high overhead. For those who choose to outsource, the key is partnering with a provider that aligns with their brand’s values, tone, and processes. When done well, customer service can strengthen player trust, a critical factor as operators aim to retain players and outbalance acquisition costs with high LTVs.
Why is customer service so important, and what opportunities does it bring when done right?
Customer service is a powerful trust-builder between brand and player. In an ever increasingly digital-first industry where human interaction is rare, these personal connections reinforce trust, ensuring a feeling of safety and value amongst players. Any opportunity an operator gets to maintain a level of personability needs to be maximised.
I would almost flip this question and say ‘what are the pitfalls when done wrong/poorly’. Customer Service is there to ensure that if things go wrong; bonus rounds aren’t paid out, welcome offers aren’t received, withdrawals aren’t functioning optimally, the customer is made to feel safe and reassured, in an efficient, positive manner. Customer Service is the first and last line of defence for the operator in making sure that the ultimate pitfall, a player churning due to negative experience, is never realised.
What challenges do operators face in setting up a customer service team, especially for international operators?
Setting up and managing a customer service team can be an enormous undertaking, especially for international operators. It requires dedicated resources, which often means sacrificing focus on core business strategy. Recruiting, hiring, and training customer service staff demand significant time and money, and for senior roles, costs can rise even further.
Of course, for operators who have a more global reach and team base, this can present additional challenges. There are many regions where there is an abundance of talent for operators to build teams in, of course, however the location of these teams is a critical aspect of this. Setting up in a sub-optimal location for one’s operation, could spell long-term trouble from a management and cultural perspective, particularly if services being offered are on a 24/7 basis.
Operators will want to have their operational teams aligned with their live jurisdictions as much as possible, particularly from a time zone perspective to ensure that synergy between teams and operation doesn’t become strained and also so that team members aren’t consistently having to work unfavourable hours in order to align with peak times of the day. For example, operators in North America/Latam who set-up a CS team in Asia, could find alignment between teams difficult, not least likely incurring additional costs for a large portion of the workforce having to work through the night to meet peak times in live markets, not only from a financial perspective but also culturally, keeping that team motivated and ingrained in the operation could become very difficult.
How can these challenges be overcome, and how can RokkerX help?
RokkerX takes the operational burden away from our clients, allowing them to devote more time to optimising their strategy and driving the business forward. Having provided dynamic research, and strategic and operational consultancy to over 50 operator and B2B suppliers over the past 9 years, we offer our clients an experienced partner to enable them to take greater control of their operation, without the overhead.
With an implicit understanding of end-to-end iGaming operations, we transitioned seamlessly into the Managed Services space at the start of 2023, offering a large suite of services to our clients. We thought having provided the industry with strategic and operational consultancy, it was a natural next step to actually run areas of a client’s operation for them.
We have already launched hubs in the UK, Spain and Bulgaria, soon to be launching in Columbo (Sri Lanka) and Sao Paulo in Brazil with 2 further clients, and have a proven track record as a partner with a heavy focus on scaling while retaining that same team culture we have always prided ourselves on. We continue to scale the team significantly in Bulgaria, which is our main hub, having recently agreed on a new office to hold up to 120 team members.
With the combination of the services we offer our clients; Trading & Operations, Customer Service, ‘KYC, AML, Fraud & Payments and Player Retention, we are able to provide our clients with a holistic approach to strategy in their operational services. We are able to triangulate several sources of data for a clients operation and enable them to continue to shape their strategy just in a more optimal way, be it bonus strategy, retentional mechanisms, product enhancements etc.
How does customer service integrate with areas like KYC and AML?
In iGaming, the lines between services like customer support, KYC, and AML often blur. Depending on the operator, customer service might be expected to handle payment support, KYC checks, or even fraud detection. Offering these services together allows us to provide a comprehensive support system that covers essential risk areas and keeps operations secure.
Our expertise extends across these areas, giving us the flexibility to support clients with a unified approach. With subject matter experts in each field, we help customers resolve a wide range of issues while safeguarding operational integrity. This “one-stop shop” model reduces the need for multiple suppliers, simplifying management for our clients and minimising the risk of control issues.
Is customer service the most effective way of engaging with players and building trust? Why is this so important for online casinos and sportsbooks?
Customer service is certainly one of the most effective ways to build trust with players and ensure they are retained, but naturally, high-quality and efficient customer service is most impactful if it is part of a broader engagement strategy. Effective, responsive support reassures players that they’re heard and assisted whenever needed, however, combining customer service with transparent communication, personalised experiences, and consistent value can deepen engagement even further. Ultimately, customer service is crucial, but a holistic approach, as mentioned previously, that also prioritises user experience and multiple trust-building measures is most effective for long-term engagement.
As discussed already, industry reputation and player confidence are two areas that both sportsbook and casino operators rely on. Players are not only investing their time but of course also their money, and any doubts about fairness, security, or reliability can damage these two factors and quickly reduce engagement with their brands. Transparent communication and integrity can be achieved through quality customer service both of which are building blocks towards long-lasting success in this industry.
BetBlocker the ground-breaking initiative which provides a free, anonymous, accessible, and robust gambling-blocking tool that empowers users to control their gambling behaviour, has been named Clarion Gaming’s charity partner for 2024/25.
The Award will cover the first editions of ICE and iGB Affiliate to be held in Barcelona as well as the July 2025 edition of iGB L!VE, the first to take place at ExCeL London.
Responding to the news Pedro Romero Chief of SG Partnerships at BetBlocker said: “Being named Clarion Gaming charity partner is a fantastic honour and is recognition of our commitment to promoting safer gambling worldwide. This partnership also underscores the gaming industry’s growing awareness and commitment to social responsibility.”
He added: “ICE, iGB Affiliate and iGB L!VE provide us with a trio of powerful global platforms which will enable us to amplify our message, connect with key stakeholders, and showcase how BetBlocker can make a real difference in minimising gambling harm. This opportunity strengthens our resolve to collaborate with all stakeholders, including the gambling industry, to prioritise the well-being of players.”
Focussing on how BetBlocker plans to activate its presence Pedro Romero explained: “At the three sector-leading events we intend to host engaging sessions on safer gambling to highlight BetBlocker’s role and its impact, demonstrate the functionality and effectiveness of the BetBlocker tool through live demos from our stand and facilitate networking opportunities with stakeholders to explore collaborations and funding opportunities.
“Throughout the year, we’ll leverage the visibility and connections arising from this partnership in order to expand awareness campaigns globally, develop educational materials and initiatives targeting operators, affiliates, and players and enhance our technology to ensure that BetBlocker remains at the forefront of innovation in player protection.”
The 2025 editions of ICE and iGB Affiliate will welcome a projected 55,000 gambling industry professionals from throughout the world. Comprising 120,000 square meters (sqm) of space compared to the 100,000 sqm at ICE 2024 Fira Gran Via Barcelona will be home to the industry’s best ever line-up of exhibitors comprising the world’s biggest and most respected innovator brands from every gambling vertical. The industry’s leading trade associations, strategic bodies, regulators, CEOs of tier-1 operators and games creators will all be at Barcelona in record-breaking numbers underlining the show’s reputation for being the ‘Davos of Gambling’.
For more information on ICE Barcelona and iGB Affiliate Barcelona and to register visit: icegaming.com and barcelona.igbaffiliate.com
Soft2Bet, a leading provider of iGaming turnkey solutions, has been recognised as the Best iGaming Solutions Provider in Romania at the 12th edition of the Reunion of Gambling Professionals. Highlighting its excellence in the region, the company’s brand, Don.ro, received the title of Best New Launch of 2024, reinforcing Soft2Bet’s reputation for delivering innovative and tailored solutions to Romanian players.
Soft2Bet has established itself as a global leader in the iGaming industry by developing exceptional brands and delivering solutions tailored to the unique needs of local markets. With its innovative technology, deep market expertise, and unwavering commitment to quality, Soft2Bet has consistently exceeded expectations for both operators and players alike. In Romania, this dedication is exemplified by the remarkable success of Don.ro, a brand designed to set new standards in player experience and engagement.
Launched earlier this year, Don.ro offers players an intuitive design, a diverse gaming portfolio featuring over 3944 slot games, table games, live dealer options, and unique engagement tools. Powered by Soft2Bet’s proprietary Motivational Engineering Gaming Application (MEGA), the platform combines entertainment with cutting-edge technology to deliver an unmatched user experience.
Yoel Zuckerberg, Chief Product Officer at Soft2Bet, remarked: “These awards are a testament to Soft2Bet’s position as a leader in the iGaming industry. They highlight our commitment to innovation, quality, and creating solutions that resonate with local markets. The success of Don.ro reflects not only our ability to deliver tailored, high-quality brands for the Romanian market but also our broader vision of redefining gaming experiences. We’re proud to be recognised for our efforts and are excited to strengthen our presence in Romania with new and innovative offerings.”
Here are this weeks latest slots releases compiled by European Gaming
PG Soft, has crafted its latest mouthwatering title to celebrate the beginning of the holiday season, Chocolate Deluxe. The alchemy behind PG Soft’s game takes inspiration from a beautiful love story between two of the finest chocolatiers, Belgium’s Valentina and France’s Pierre. As a pair they have created the True Love Chocolate Collection- a masterpiece of flavor and romance. Chocolate Deluxe is presented on a 6×6 tray that features sticky winning symbols with multipliers reaching as high as x100.
Betsoft Gaming has released Ultimate Golden Dragon InfernoTM – Hold & WinTM, the third installment in the incredibly popular Golden Dragon InfernoTM series. This new addition offers an immersive 5-reel, 3-row slot experience with the potential for massive wins. The game enhances the beloved Hold & Win feature, introducing a grid expansion mechanic where the screen can expand from a 5×3 grid to a maximum of 10×6, opening up even more opportunities to claim rewards.
PopOK Gaming is thrilled to unveil its latest creation, Yo Dragon – a dynamic slot game that brings the charm and mystique of classic Asian culture to players worldwide. Set on a vibrant 3-4-3 grid, Yo Dragon combines dazzling visuals, engaging features, and a playful dragon mascot for an unforgettable gaming experience.
This new release from MGA Games is a thrilling new game that beautifully combines excitement and nature. The game’s main character is the snow leopard, a majestic creature that serves as an Expanding Wild symbol. When the snow leopard appears, it not only captivates players but also enhances their chances of winning, adding to the excitement with every spin of the reels. Wild Snow Spin is a 5×3 slot game featuring a Scatter symbol and the opportunity to access a variable Free Spins screen, depending on the number of accumulated counters.
Gamzix proudly announces the release of its newest creation, Book of Zulu. This highly anticipated slot marries the timeless charm of classic “Book” games with an electrifying African theme, offering operators a game-changing addition to their portfolios. Featuring immersive visuals, culturally inspired details, and cutting-edge mechanics, Book of Zulu promises to captivate players and set new standards in the industry.
Play’n GO invites players to step into Sobek’s Godly Spins, a 5×3 slot set on a luxurious, deity-filled casino floor – where Gods like Sobek, Ra and Anubis compete for the spotlight. With a unique Nested Free Spins feature, this mythological-meets-Vegas adventure is unlike any other. In Sobek’s Godly Spins – players are transported to a realm where ancient Egyptian Gods enjoy the thrill of the casino floor, each with their own spin on divine glamour.
Evoplay has launched Mega Merry Gifts, a holiday-themed slot that combines the magic of the festive season with innovative gameplay mechanics. Set on a traditional 5×3 grid, the game immerses players in a cosy Christmas setting featuring Mr. and Mrs. Claus, their helpers Elf and Rudolf, Christmas wreaths, and gift-filled bags that act as Wilds. The unique feature of this game is the Free Spins Mega Symbols.
Tom Horn Gaming, the award-winning iGaming supplier, is turning up the temperature this winter with the release of Hot Blizzard Deluxe. This fery slot promises to deliver an electrifying gaming experience with explosive features, blazing visuals, and high-intensity gameplay that players love. At the core of the Hot Blizzard Deluxe’s gameplay is the Expanding Wilds feature, where Wild symbols not only fill entire reels but also come with blazing multiplier values of x1, x2, x5, or x10.
Nolimit City shows you what fighting for domination is really like in its latest release – Tanked. Witness the war between 4 power-hungry warlords who’ll stop at nothing for total domination! This Labs-branded slot is a chaotic masterpiece of destruction. This is the first of its kind for Nolimit City, even following their most recent experimental titles Munchies, Outsourced: Slash Game and Brick Snake 2000.
Red Rake Gaming announced the launch of its latest video slot, Christmas Wins, an unforgettable holiday experience that is now available on all the best online casinos. This spectacular game will immerse players in a world full of magic, joy, and big wins, with innovative features and a highly impressive visual layout and design. Christmas Wins offers a compelling gaming experience, with its 5×5 reel format and “Anywhere” wins in each spin.
He’s making a list, and checking it twice; he’s gonna find out who’s naughty or nice Santa Claus is coming to town… and he’s inviting YOU to take a special tour of his Christmas Factory in Vibra Gaming’s new holiday slot game. Plus, if you’ve been VERY good this year, you could walk away with up to x4500 times your stake!
Take to the African wilderness in Lion Saga Odyssey! This immersive new release takes players on a visually stunning quest, guided by the Lion Spirit and his loyal pride, as they traverse the parched savannah in search of life-giving waters. The latest addition to Play’n GO’s portfolio captures the raw beauty and power of the African ecosystem while offering exciting gameplay mechanics.
Belatra Games, the specialist online slots developer, has unveiled its festive treat this holiday season, Winter Thunder. Swapping the arid US plains for a wintery wonderland, Winter Thunder carries players into an enchanting atmosphere surrounded by snow-covered canyons and frosty forests. Players will be joined in the wilderness by lynxes, eagles, bears, and, the star of the show, the white wolf. This represents the Wild symbol replacing symbols and covering two reel positions.
Playzia is excited to unveil its fiery new slot game, Volcanic Coins. This sizzling hot game takes players on an explosive journey deep beneath the Earth’s crust, where bubbling lava guards hidden treasures just waiting to erupt into massive wins! Volcanic Coins features a classic style 3×3 grid layout with no paylines—which delivers big when it comes to rewards.
Relax Gaming has teamed up with CasinoDaddy to create its latest action-packed collaboration, Immortal 5. Following the success of their previous titles, Sloth Tumble and Epic Dreams, the pair have joined forces once more to introduce a team of five superheroes, guiding players on a quest for maximum wins worth up to 10,000x their bet.
You are going to love this game a lot if you are a dog lover! “Doggie Star” takes players into a world of dogs, where players can meet the doggie star and visit her house! Filled with dogs and many treasures, they are all yours to claim! “Doggie Star” is a 3×5 reel, 20-line slot. This game contains Wild Symbols with Multiplier Feature to allow bigger wins when the outcome involves Wild Symbols.
With the festive season now upon us and the magic of Christmas already thick in the air, sought-after software provider, Swintt, is inviting players to get into the holiday spirit this week with a seasonal reboot of a much-loved Premium slot, X-Max The Winner. Again starring the insatiable squirrel, Max, the new slot is played out across a 5×3 reel set and features 10 fixed paylines.
BetBlocker named Clarion Gaming charity partner for ICE, iGB Affiliate and iGB L!VE
Soft2Bet Recognised as Best iGaming Solutions Provider in Romania
Week 49/2024 slot games releases
The Pokémon Company Announces Open-For-All Pokémon UNITE Winter Tournament India 2025 With $10,000 Prize Pool, Skyesports To Serve As Esports Partner
Kindred Sportsbook Platform Goes Live in Estonia
WorldMatch Announces Partnership with Dench Solutions
DAZN Becomes Exclusive Global Broadcaster of FIFA Club World Cup 2025
Play’n GO celebrates award of Malta Gaming Authority ESG-C Seal
Kyrrex to host online panel discussion on MiCA and the future of crypto in Europe
Evoplay enters Czech market with exclusive Fortuna collaboration
South Africa: Tribunal Grants Lottoland Interim Relief – Orders Google to Grant Lottoland Access to its Advertising Platform
The iGaming Conference Boom: A Catalyst for Industry Growth or Event Overload?
Booming Games Partners with Hollywoodbets to Launch Immersive Slots Games in South Africa
Aviatrix approved for Sweden take-off
Punt Casino Voted as “Best No Download Casino 2024” by Popular Guide SouthAfricanCasinos.co.za
Week 45/2024 slot games releases
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