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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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AGS Appoints Arthur Rotziokos and Richard Orozco to Lead International Growth Efforts

AGS (NYSE: AGS), a leading supplier of high-performing slot, table, and interactive products and services to the global gaming industry, today announced two key appointments that will significantly strengthen its international operations. Arthur Rotziokos has been appointed as the Senior Director of Product Management – Asia-Pacific (APAC), and Richard Orozco has assumed the role of Senior Director of Product Management – International. Both report to Rob Ziems, AGS’ Chief Business and Legal Officer, who oversees international business.
“With tremendous growth potential and plenty of greenfield in international markets, AGS is well-poised to seize new opportunities on the global stage. Both Arthur and Richard bring unparalleled expertise and a deep well of gaming industry experience that will be vital to AGS’ global expansion strategy. Their leadership will be instrumental as we accelerate our international reach and advance our product offerings in these key markets,” said Rob Ziems.
Arthur Rotziokos, based in Sydney, Australia, will lead AGS’ entry into the rapidly expanding APAC market. With over three decades of experience in the gaming industry, including his most recent role as Vice President of Research & Development at Light & Wonder, Rotziokos is well-positioned to drive AGS’ strategic expansion across the region. His career spans roles at leading companies such as Ainsworth Game Technology and IGT, where he developed strong industry relationships and pioneered game development initiatives that led to business growth in global markets.
Richard Orozco, an experienced leader in international product management, will oversee AGS’ global product strategies, focusing on regions such as Latin America and Europe. Orozco joins AGS with extensive experience in managing product portfolios across international markets, including his most recent role as Vice President of Product Strategy at Ainsworth Game Technology. In his new role, he will work to drive market performance, optimize product lifecycles, and strengthen AGS’ market share in key international territories.
With both Rotziokos and Orozco taking on pivotal roles, AGS is poised to build its brand and gain a foothold in key international markets, further enhancing its commitment to delivering cutting-edge gaming products and solutions to operators and players worldwide.
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HARRAH’S RESORT ATLANTIC CITY WELCOMES BACK THE WORLD SERIES OF POKER® FOR A WSOP CIRCUIT STOP THIS AUGUST

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ACR POKER LAUNCHES ‘MONEYMAKER MAY-HEM’, OFFERING PLAYERS A CHANCE TO JOIN CHRIS MONEYMAKER IN LAS VEGAS FOR $10K MAIN EVENT

As the Sunday Moneymaker tourney approaches its one-year anniversary this summer, ACR Poker is launching a month-long pre-celebration this May with the Moneymaker May-Hem. This promo gives players a chance to join the 2003 WSOP Main Event Champion and poker legend Chris Moneymaker for a once-in-a-lifetime VIP experience during the Main Event of Vegas’ hottest summer series.
Throughout the month of May, every player who plays a $109 buy-in Sunday Moneymaker on ACR Poker and reaches a final table in any of the weekly events will earn a spot in a Final Sit & Go Showdown on Sunday, June 1st at 4pm ET.
The Final Sit & Go winner will receive a VIP package complete with a $10,000 buy-in to the Vegas Main Event, $5,000 cash for travel and other expenses, and the chance to meet Chris Moneymaker in Las Vegas. Second and third place finishers will receive $109 Sunday Moneymaker Tickets.
“The Sunday Moneymaker has become something really special, and it’s been incredible to watch it grow since we launched it last year,” said Moneymaker. “This May promo is a huge thank you to our community and every player who’s been part of this ride. I’m looking forward to welcoming the winner in Vegas, talking strategy, and hopefully celebrating a deep run in the Main Event together.”
The Sunday Moneymaker, which launched in July 2024 to honor ACR Pro and poker icon Chris Moneymaker, has quickly grown into one of ACR Poker’s weekly signature events. Since its debut, the Sunday Moneymaker has already attracted over 78,000 entrants and awarded more than $13 million in total prize money. The tournament features a $300,000 guarantee every Sunday, with a $400,000 prize pool on the final Sunday of each month.
Moneymaker noted that players can also qualify for each Sunday Moneymaker through ACR Poker’s satellites in the hours before every tournament, with paths starting at freerolls ($0), Micro Hyper Sats ($1.05, $2.10), and Mega Satellites ($11, $22) offering guaranteed $109 seats.
For poker players looking to follow the action, the Final Sit & Go Showdown will be live-streamed on ACR’s Twitch channel on Sunday, June 1st.
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