Kateryna Argyrou, Head of Customer Service at Winpot Casino, says a combination of smart technology and smart humans is needed for gold-standard customer support

The customer is always right. This is an important motto for businesses and brands to remember when it comes to the products and experiences they provide to consumers.

If the customer is not happy, the chance of them disengaging with the brand is high, and this is certainly the case for online casinos where churn remains a challenge.

Providing a great customer experience requires all aspects of an online casino to be at its best and to come together in a complete package.

This takes in things like platform, payments, content, bonusing, branding and marketing and, of course, customer support.

Indeed, customer support is on the front line when it comes to engaging with players and making sure they are enjoying their time at the casino.

Not only does customer support help to resolve technical issues and answer player questions, but it also acts as a sort of personal concierge service for each player.

This can be anything from providing advice about which game to play next, to explaining how slot tournaments work and even dropping a surprise bonus into their account on their birthday.

For me, customer support goes way beyond appeasing unhappy players to stand as a powerful differentiator by providing a personalised experience for each player.

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This is how we go about it at Winpot.

Leverage the latest technologies to deliver timely responses

There are some truly cutting-edge technologies available that allow customer support teams to take their service to the next level.

Winpot is powered by the Wiztech platform, and this includes some powerful tools that allow us to engage players and really personalise the experience we offer them.

This includes being able to access player data to understand their preferences and habits and do things like tailor bonuses and make content recommendations.

It also allows us to deploy AI-powered chatbots to ensure we respond to players immediately and then bring in a human agent if required.

Ultimately, the latest technologies ensure our customer service team can respond instantly and then provide tailored support for each player.

Help players get the most out of the Winpot casino experience

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The customer support team can also help players get the most out of their time at the casino and at Winpot we regularly chat with players about what we have to offer.

That includes telling them about new games that have landed in our lobby or recommending titles they might like based on the previous slots or casino games they have enjoyed.

We also help them to understand the different promotions we are running at any given time and which offers are best matched to their type of play.

By doing this, players get to experience more of Winpot which in turn drives engagement and boosts retention – so a win for them and a win for us.

Adding a personal touch

Customer support is a great way of deepening the personalisation offered to players.

Simple things like referring to them by their first name goes a long way, as does understanding their preferences – small things that have a big, positive impact.

The human touch provided by customer support also helps to build trust between the player and the brand, forming a real connection that lasts.

This is especially important if the player encounters an issue or has a complaint.

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These things can and do happen, but if addressed by a human who genuinely cares, the damage to the brand can be minimal and even benefit the player’s perception of the online casino.

We’ve all encountered an issue with a product or service we engage with, but just think about how you perceive the brand or company if the customer service response is especially good.

Subtle safe gaming interventions

For me, one of the most important ways in which customer support can improve the player experience is safe gaming.

This starts with gently educating players about the tools available to help them stay in control of their play to making interventions with those showing signs of potentially problem play.

This aspect is a great example of how cutting-edge technologies can combine with highly trained customer support staff to really improve the player experience and protect those in need.

Our platform monitors individual players in real-time and benchmarks their play against known markers of harm.

Automated interventions can be made in the form of pop-ups suggesting they take a break or, if necessary, a customer service agent can connect with the player and speak to them directly.

We want all players to enjoy the Winpot Casino experience safely and responsibly, and customer support is an important and highly effective tool for achieving this.

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Smart tech combined with smart humans

Of course, smart technology is just one part of the equation. Top-level customer support also requires skilled and trained agents who understand all aspects of the casino operation.

Their knowledge needs to cover onboarding, payments, bonuses, games, loyalty schemes, responsible gambling and more.

They also need to be able to communicate with players, even when they are frustrated, in a clear, calm manner while ensuring they feel heard and understood.

This is why at Winpot, we use the latest technologies and train our support staff to the highest level as this is ultimately what’s required for gold-standard customer support.

The customer is always right, but a great deal goes into making them feel this way.

The renowned Mexican group Big Bola has added Zitro’s new CONCEPT cabinets to its casino in Santiago de Querétaro. These cabinets, along with the successful Legendary Sword multigame, are achieving spectacular performance worldwide.

Legendary Sword, with its medieval theme, features a large 6×5 reel, offering players numerous chances to win. The excitement is amplified by several bonus features: “Honor” multiplies prizes, “Glory” awards extra spins, and the “Magic Sword” doubles all prizes in its column.

Rafael Blanco, Commercial Director of Big Bola, said: “Adding CONCEPT and Legendary Sword has been a huge hit in our casinos. Players love the game’s innovative mechanics, stunning graphics, and immersive sound effects.”

Johnny Viveiros Ortiz, Founder of Zitro, said: “We appreciate Big Bola Casinos’ ongoing support. Their partnership has been instrumental in the success of our products and has strengthened our business relationship.”

Playtech has released the third edition of its e-book focusing on the Latin American gambling industry. This edition, explores player trends, concerns, and key interests, offering expert insights on responsible gaming to industry peers in one of the fastest-growing regions worldwide.

The latest version of the study includes significant updates and findings from a survey conducted with 2500 people across Latin America. Participants from Argentina, Brazil, Chile, Peru, and Colombia shared their experiences as online players, providing a comprehensive overview of public perceptions of the Latin American market, including previously unpublished insights.

Brazil and Peru launched online gambling regulations this year, and player perceptions are shifting. The new regulations have increased confidence in the sector, with only 25% of respondents avoiding betting due to concerns about fraud and gambling-related harm. Peru has seen the highest rate of frequent players, with 92% betting monthly, and 80% of respondents supporting stronger regulations on betting advertisements.

In Argentina, 77% of respondents advocate for stricter regulations on betting advertisements, similar to other countries, while 88% support stronger age verification policies on betting websites due to challenges with minors playing online. In Chile, 63% of participants feel safer using a legal and registered platform, though only 15% consider themselves fully up-to-date with current legislation.

Colombia, which has updated its regulations in recent years, emerged as the most mature market surveyed. The importance of fast and reliable payment providers was highlighted, with 58% of Colombians citing this as the most crucial factor when choosing a gambling platform.

Mor Weizer, CEO of Playtech, said: “We are pleased to release our third report on ‘Responsible Gambling: Consumer Insights and Trends in Latin America.’ Since launching the first edition in 2020, our goal has been to provide the sector with a deeper understanding of the region’s specific needs and challenges as the online gambling sector continues to mature and evolve with new regulations. This latest edition provides valuable insights into local market nuances across Latin America. Markets like Brazil and Peru present significant opportunities for growth and innovation. Playtech is excited to play a pivotal role as a technology partner, contributing to the sustainable growth of the online entertainment sector. By sharing these insights and fostering knowledge exchange within the industry, Playtech is committed to supporting the long-term success of the sector in Latin America, while also promoting a more responsible and consumer-focused gambling environment.”