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Are you experienced? Zendesk brings customer experience in gaming to the fore

George Miller



Are you experienced? Zendesk brings customer experience in gaming to the fore
Reading Time: 5 minutes


With more than 30 years providing unrivalled customer experiences to leading industry innovators, such as Mr Green, White Hat Gaming, Leo Vegas, Riot Games, Big Fish Games and more, Zendesk believes the need for gaming operators to establish strong and positive customer service processes is more essential than ever. Chams Ejjaouani Director of Marketing for the renowned customer service software company, explains how AI is shaping the experience of young players, their new gaming industry Roadshow in Malta and why Zendesk’s Omnichannel Customer Service platform is ‘beautifully simple’…

How is Zendesk developing its customer experience expertise within the gaming industry?
At Zendesk, we help our clients to deliver the best customer experiences. This is mainly done through our Omnichannel Customer Service platform. In our co-founder’s words, they wanted it ‘beautifully simple’ to make agents, managers and customers lives easier. When it comes to the gaming industry, we are already working with the best in class in term of Customer Experience to help them build the best gamers experiences. In a fast growing and evolving business world, Zendesk platform has been built to be open and flexible to adapt to every company’s need and avoid hidden developments costs and evolve when scaling a business.

What is the relationship between strong brands and positive customer experience – do you have to have a strong brand to deliver a positive experience? 
You can have a strong brand, but you can destroy it with a bad customer experience in few minutes. This, in turn, will have a big impact on figures as clients will choose to go to that brand’s competitors. Once this happens companies can’t fight it and only time and heavy marketing investments can then rebuild brand awareness and customer trust.
These days, we can say that strong brands are strong because they propose a great customer experience. Digital Native and fast growing companies understood that quickly. They built their success around putting customers in the center of their interest since day one of their creation. With firms like Netflix, Uber, Airbnb, you can guess how their success is linked to their capacity to offer the best customer experience and keep their clients loyal and happy. This becomes even more key when scaling a business as if brands don’t use the accurate tools to support growth, things can quickly turn into a nightmare. What follows is managers, clients and agents suffer, as does turnover and retention.

Is it much harder to deliver a positive experience in a digital environment where no one actually physically interacts?
I actually believe it’s completely the opposite. Before digital, we could only interact with a brand by sending a courier, calling or going to the shops which is time consuming. The digital environment gives the opportunity to deliver greater experiences because businesses can now offer customers new channels to interact with and get quicker answers to their questions or requests. New tools like messaging apps, social networks and email offer the ability to quickly solve problems and moreover, they also allow customers to contact anytime, anywhere through their preferred channels.
When it comes to younger generations, such as millennials, our internal benchmarks showed that they generally prefer not talking to an agent but instead expect more interactions digitally giving them access to information easily. It’s what we call self-service. Sometimes, building a strong knowledge base alongside clearly optimised service and FAQs will allow a brand and its customers save time and money.

Gambling is a promiscuous environment where there is little brand loyalty – can you address this through delivering a good experience?
We become loyal to a brand when we have a good experience and the feeling that somebody is taking care of us. Both can be achieved by proposing a better experience, for example by reducing first time replies to an interaction (ticket). This shows customers that somebody is listening to their pain and is in the process of solving it.
A good customer experience will have a positive impact in reducing churn and retaining clients which is often made possible by giving them first the right channel to interact with a brand. By reducing First Time Reply and Ticket Solving, those will be having a positive impact on Customer Satisfaction and then Customer Experience.

What are the essential components of a positive customer experience?
There are many ingredients but one of the main points to begin with is embracing Omnichannel allowing customers to reach a company when they want. If a brand believes managing a series of different channels is too much, Omnichannel allows all those channels to be fully integrated as long as there is strategy in place where all parties rely on Self-Service. Building and proposing a strong knowledge base is one of the examples for self service. As much as a company may receive high volumes of tickets, it becomes more and more logic to have a closer look at Artificial Intelligence for Customer Service. AI shouldn’t be scaring brands. It’s something they should be incorporating to their Customer Service process to make agent’s life easier and focused on complex requests. By implementing AI, businesses will allow agents not to answer repetitive questions and tasks which is perfect for a fast moving industry like gaming where it’s mandatory to keep platforms open and flexible. This might sound obvious but think about all the costs that can be linked to any additional development or all the constraints inherent in a company’s inability to change aspects of their Customer Service platform. To deliver a positive customer experience, an API and App friendly platform is essential.

In your opinion what brand is the master of the positive customer experience – where can we find best practice?
In recent years there is a growing list of companies proposing exceptional customer experience with the majority being digital natives and apps. Brands like Uber, Airbnb, Deliveroo, Evernote and many others are successful in proposing a seamless customer experience because since the creation of the company, they put the customer at the center of their interest. Being customer centric gave them this competitive advantage and success we all know.
In the gaming industry, we also see some best-in-class brands including Mr Green, White Hat Gaming, Leo Vegas, Riot Games, Big Fish Games and many others. We are really proud to work with them as they all put the gamers at the center and we are happy to help them offer their gamers the best customer experiences. For example, Big Fish Games has reduced wait time by 16% in recent months whilst also seeing a 40% ticket deflection since using Zendesk.

How do you measure the impact of the customer experience – is it exclusively about retention and spend or is there more to it? 
Many KPIs can be followed to improve customer experience with the most common being Customer Satisfaction (CSAT), First Time Response and Time to close a ticket. These maybe the most common but the most important thing is to define the ones that are suitable for each individual company.
For example, Mr Green has increased their CSAT by 8% after implementing an Omnichannel (Chat, Knowledge Base, phone and support) Customer Service strategy through Zendesk. That’s really huge and so it’s clear the impact can be direct by only tweaking certain areas of your customer service.

Can you tell us more about the event you are staging in May – what can people expect from it?
Our business is growing in Malta and especially in the gaming industry. We will be hosting our Zendesk Presents: EMEA Roadshow in Malta for the first time. This event will be a great opportunity to listen to the best-in-class client testimonials from our leading roster of clients and discover how they are acting on a daily basis to offer a better customer experience.
The Roadshow takes place on 7 May, 2019 and will finish with an afterwork to give the opportunity to industry experts networks and share knowledge with their peers.

To register for the Zendesk Presents: EMEA Roadshow in Malta, visit:

George Miller started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Gaming Awards

The AskGamblers Awards Finalists’ Names Are In

George Miller



Askgamblers Awards -Finalists’ Names Are In
Reading Time: 3 minutes


The AskGamblers team is happy to announce the AskGamblers Awards finalists’ names are in and ready to share.

For the past two months, the AskGamblers players’ have been nominating their Best Online Casino, Best New Casino and Best New Slot to enter the finals to win the AskGamblers Awards. Two additional categories in the race are the Best Software Provider and the Best Affiliate Partner.

The nomination period has been as exciting and intense as any race of this magnitude, with the accent placed on choosing the best among the best. Now, with the nomination period of two months over and the voting phase in its full speed, the finalists’ names are finally available for the world to hear.

Here are the top 10 finalists who have made the cut:

Best New Casino:, BaoCasino, MonteCryptos Casino, Maneki,, Spinia Casino, SlotWolf, Syndicate, Wishmaker, and Wazamba Casino.

In the category for Best Casino, the following 10 made the cut: Betsson Casino, Bitstarz Casino, CampeonBet, Everum Casino, EnergyCasino, Gunsbet Casino, King Billy Casino, Konung Casino, Mr.Play, and Platincasino.

The Best Slot category lists the following names in the finals: Book of Oz Slot by Microgaming; Cleopatra’s Diary Slot by Fugaso; Dead or Alive 2 Slot by NetEnt; Gold Canyon Slot by Betsoft; Mechanical Orange Slot by BGAMING; Pirates’ Plenty Slot by Red Tiger Gaming; Razor Shark Slot by Push Gaming; Solar Queen Slot by Playson; The Dog House Slot by Pragmatic Play; The Sword and The Grail Slot by Play’n GO.

In terms of the Best Software Provider, we have listed: Betsoft, BGAMING, Fugaso, Microgaming, NetEnt, Play’n GO, Playson, Pragmatic Play , Push Gaming, and Red Tiger Gaming.

The Best Affiliate Partner list goes as follows: LeoVegas Affiliate, Uffiliates, Betzest Partners, Stars Affiliate Club, RP Affiliates, JPJ Partners, Max Affiliates, PlayAttack Affiliates, IVY Affiliates, and Oshi Affiliates.

With the idea of giving the winners the acclaim they deserve, AskGamblers team is organizing the AskGamblers Awards gala night, third year in a row. The night of the final ceremony will be held on 17th January 2020 in Belgrade, allowing everyone absent to follow the event on live stream. The ceremony is expected to be the perfect blend of excitement, enthusiasm, and sweet anticipation – just as every other year before.

Being the most prestigious event in the iGaming industry, the AskGamblers Awards night is when the winners are chosen out of the following categories: Best Online Casino, Best New Casino and the Best New Slot with addition of Best Software Provider and the Best Affiliate Partner. Also, there will be a separate award called Players’ Choice.

As a crew of professionals whose primary mission is to keep its players happy and animated, AskGamblers has turned AskGamblers Awards night into a pure spectacle. By giving the players’ authority to choose the winners through nominations, AskGamblers is trusting and honouring their active dedication, trust, and commitment to the collective iGaming purpose.

AskGamblers’ Product Owner Denis Ristic reflected on the upcoming AskGamblers Awards event by saying: I am forever thrilled with the way AskGamblers team approaches improvement and innovation as well as with the way we manage to make our players feel in the process. Apart from our immense knowledge of the industry’s pitfalls and assets, I believe it is the unity of action, commitment, and creativity that keeps us pushing forward. The AskGamblers Awards night will be amazing, we can’t wait for the winners’ names to be announced!

By successfully keeping the players’ interest in the AskGamblers Awards nominations for a few years in a row, the AskGamblers team has once again proven itself worthy of everyone’s attention and trust. Pushing the envelope on more fronts than we can count has already become a fixed segment of the AskGamblers’s DNA.

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Compliance Updates

MGA Tightens Definition of Start-ups

Niji Narayan



MGA Tightens Definition of Start-ups
Reading Time: 1 minute


The Malta Gaming Authority (MGA) has announced changes to the regulations on gaming license fees to narrow the definition of start-ups, potentially ramping up costs for smaller gaming businesses.

Previously, a start-up owner had to generate less than €10m in revenue from gaming or related sectors during the previous financial year, but now, such an owner must generate less than this amount over the previous 36 months.

The rule applies both to individuals who have generated more than €10m and to those who are “part of, or controlled by, a corporate group” who have generated the same.

Under the current license fee regulations, start-ups are exempt from paying the compliance contribution, which may be between €15,000 and €600,000, depending on revenue and the type of gaming services offered.

“This amendment is aimed at ensuring that undertakings classified as start-ups are truly such, whilst simultaneously not prejudicing corporate groups that were in the business many years back and wish to benefit from such an incentive by starting up again,” MGA explained.

The changes will come into effect from January 1, 2020.

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Industry News

Betsoft Gaming Partners with WeAreCasino

Niji Narayan



Betsoft Gaming Partners with WeAreCasino
Reading Time: 1 minute


Betsoft Gaming has signed a distribution agreement with the online gaming platform provider WeAreCasino. As per the deal, WeAreCasino will have access to Betsoft’s full portfolio of titles, including the latest releases Gemmed!, Wolf Moon Rising and Gold Canyon.

“We are thrilled to have signed this agreement with WeAreCasino. We have a reputation for developing innovative content and are therefore delighted to partner with an innovative casino like this. They have proven to be very successful in the markets they’re operating in. We look forward to a successful partnership,” Francesca Raniolo, sales executive of Betsoft Gaming said.

“Betsoft’s portfolio of videoslots have a considerable reputation and we are eager to see how their games will perform for us. Betsoft’s innovative content closely aligns with our message so we expect our players to engage well with these games. We are very excited for this partnership to be a success,” Marko Jelen, head of sales at WeAreCasino said.

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