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



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:

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MARE BALTICUM Gaming & TECH Summit 2024


SiGMA Asia Awards 2024: Boomerang Partners Nominated for ‘Rising Star Affiliate Program’



Reading Time: 2 minutes


The fast-growing Boomerang Partners affiliate program continues gaining global recognition, earning a nomination for the prestigious ‘Rising Star Affiliate Program 2024’ category in the Asia region

With a rapidly growing network of over 5,200 affiliates across 70+ countries, the dynamic Boomerang Partners affiliate program has been recognized as a finalist for the ‘Rising Star’ category at the SiGMA Awards Asia 2024. While Asia is not currently the central focus for brand promotion, this prestigious recognition from SiGMA is a notable honor that inspires Boomerang to fortify its global footprint and industry-leading position.

In 2023 alone, Boomerang’s achievements included paying over €50 million to affiliates, creating 22 exclusive branded games, hosting 82 tournaments across 30 regions, and expanding into 31 new markets. This followed prestigious wins like ‘Casino of the Year’ at the SiGMA Balkans/CIS Awards, ‘Commission Offer of the Year’ at the AffPapa iGaming Awards, and ‘Best PPC Affiliate’ at the SiGMA Europe Awards.

This year, Boomerang Partners is highlighting innovations like a worldwide traffic tournament and has already been nominated at the AffPapa, MAC, and AskGamblers Awards – eagerly awaiting the results across these prestigious voting processes and final selections.

“We actively collaborate with SiGMA, having participated in their events and been honored with SiGMA awards in other regions previously,” said Vitalii Prokofev, CEO at Boomerang Partners. “SiGMA sets the standard with premier industry events and accolades worldwide. This nomination at their Asia awards is valuable recognition that fuels our ambition to raise our global profile further.”

Boomerang Partners invites all affiliate managers and industry enthusiasts to learn more about their award-winning program. Voting for the SiGMA Asia Awards runs until May 20th. Winners will be announced at the June 3rd ceremony during the June 2-5 event in Manila.

Support Boomerang in the ‘Rising Star’ category while voting for other favorites at SiGMA.


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Industry News

CogniPlay Launches New Social Casino Platform



Reading Time: 2 minutes


CogniPlay has launched its new software product, which aims to provide a robust online sweepstakes or social gaming platform to its clients. The system is designed to be modular, allowing customers to tailor their brand and offering to what they believe will give them optimal performance.

The CogniPlay system has several key integrations which help to deliver the product, including games integrations with the likes of Pragmatic Play, BetSoft, Mascot Gaming and many more, giving them 100s of games for their clients. There are other integration options for their customers to pick from too, including affiliate programme software, CRM platforms and associated products, KYC, ID verification, Geo-IP systems, Gamification and customer support.

They also have a very long and extensive development pipeline which will see the product offering develop at pace, giving clients an extensive list of options and USPs, and of course giving players a great user experience as a result.

As well as the platform itself the CogniPlay team, due to their considerable experience, also offer a whole host of managed services, with almost a menu that clients can choose from to fill any gaps in their own skillsets or experience.

CogniPlay’s Chief Executive Officer Allan Turner said: “We are very proud to take the CogniPlay product to market and are excited that people who want to start a new social or sweeps brand can get in touch with us to see what we can do for them, or in fact established brands that are unhappy with their existing provider.

“Our underlying principles are that we want to provide the most flexible platform in the space, to enable our clients to create the product they want to have, not for us to dictate the product to them. The two other main areas of focus are that we want to be the most future-proof product on the market with plans for any regulatory or legal changes that may arise in the future, and that we have all the right safeguards in place to ensure that we look after both our clients and players with our responsible gaming setup. This of course means having the right tech and processes in the key areas of KYC, Geo-IP tech, anti-money laundering, fraud, risk assessment and ID verification.”

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Industry News

IGT Reports First Quarter 2024 Results



Reading Time: < 1 minute


International Game Technology PLC has reported financial results for the first quarter ended March 31, 2024.

“Innovative game, hardware, and systems solutions drove better-than-expected Global Lottery and Gaming & Digital performance in the first quarter. As a result, we are upgrading our full-year 2024 revenue and profit goals, which reflect broad-based momentum across key performance indicators in the balance of the year. We continue to make progress on separating Global Lottery from Gaming & Digital and preparing for the proposed transaction with Everi,” Vince Sadusky, CEO of IGT, said.

Key Highlights:

  • Announced Gaming & Digital business to be spun off and combined with Everi Holdings Inc.; transaction expected to close in late 2024/early 2025
  • Recognised with top honours at ICE London 2024 awards programmes including “Lottery Product of the Year” and “Best Diversity and Inclusion Employer”
  • Received a supply contract extension from the UK National Lottery
  • Executed licensing agreement with the Maryland Lottery for IGT’s patented Cash Pop draw-based game
  • Mystery of the Lamp named “Top Performing New Premium Game” at 2024 EKG Slot Awards Show
  • Awarded contract to provide PeakDual 27 video lottery terminals across Quebec
  • Launched iGaming content in Rhode Island
  • Achieved AAA MSCI ESG rating, the highest rating possible, and earned a gold medal sustainability rating from EcoVadis.

“We delivered a record organic profit performance in the first quarter, if we exclude Separation & divestiture costs. The Company is operating from a position of strength with historically low net debt leverage, ample liquidity, and manageable near-term debt maturities,” Max Chiara, CFO of IGT, said.

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