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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.
Global gaming supplier AGS (NYSE: AGS or “the Company”) will serve a full-course menu of delectable gaming experiences, including high-performing slot and iGaming content, cutting-edge cabinets, and revolutionary table game innovations at the 2024 Global Gaming Expo (“G2E”) in Las Vegas on October 8 to 10.
Products for Every Space, Games for Every Palate
As AGS continues to evolve and secure its place among the top four slot suppliers in North America, its G2E showcase will highlight its ability to outfit nearly every corner of the casino floor and satisfy every player’s appetite. AGS will debut not one, not two, butthree form factors from its new Spectra Plus cabinet line: Spectra SL49+™, Spectra SL49+™ Premium, and Spectra SL75+™. The cabinets will be accompanied by AGS’ most extensive library of sizzlin’ slot content, featuring innovative extensions from its renowned franchise, Rakin’ Bacon®:Rakin’ Bacon Link™, Rakin’ Bacon Cash Combo™, Rakin’ Bacon Triple Oink™, andRakin’ Bacon Jackpots™.
Additionally, AGS will showcase its latest games on its new three-reel stepper cabinet, Revel™, and high-performing content for the recently released Spectra UR43™, Spectra UR43™ Premium, and Spectra UR49C™ cabinets.
Serving Up the Best in Table Progressives and Shufflers
G2E 2024 is a landmark year for AGS’ Table division as it becomes a full-service progressive and shuffler supplier. AGS will unveil enhancements to its award-winning progressive platforms, including a new sign package for STAX™ and an innovative addition to its industry-leading Bonus Spin™ Xtreme platform, Bonus Spin™ Xtreme for Poker Rooms. The new addition, which was recently awarded a ‘2025 Best Table Product or Innovation’ in Global Gaming Magazine’s Gaming & Technology Awards, offers flexible progressive configurations to operators and adds the potential for players to win life-changing jackpots in live poker rooms.
Building on the success of the DEX S® single-deck poker shuffler and the Pax S® specialty single-deck shuffler, AGS will preview its latest innovation, the MAX 8™ multi-deck shuffler. MAX 8 can shuffle up to eight decks of cards for shoe games, including baccarat and blackjack, and is designed to fit both sit-down and regular height table games.
AGSi: Bringing the Secret Sauce to Interactive
With a steady stream of chart-toppers and high-indexing content, AGSi has skyrocketed to the top of the interactive supplier charts in North America. AGSi continues to solidify its leading position in the interactive space by consistently releasing high-performing slot games in new categories, including the launch of bespoke content, as well as its first table game, and nearly doubling its content output compared to last year.
AGSi stays ahead of the competition by offering innovative solutions to help its partners generate revenue. This includes successfully executing a year-long, highly publicized campaign to lead the industry in cross-channel game launches, featuring both land-based and online titles such as Rakin’ Bacon Odyssey™, Rakin’ Bacon Sahara™, and three-reel classic slots, Gold Inferno®. AGSi’s commitment to data-driven results, coupled with the team’s unmatched flexibility and nimbleness, ensures it remains a dominant force in the interactive space.
Fanatics Betting and Gaming has integrated a range of White Hat Studios’ award-winning games into the new online Fanatics Casino for customers in Michigan and Pennsylvania.
Known for bringing branded entertainment to life, White Hat Studios will offer Fanatics Casino players access to popular slots, including the hit titles Goonies Hey You Guys and Ted Cashlock. Each title offers engaging gameplay and immersive visuals that connect players with their favorite brands.
“White Hat Studios’ diverse content portfolio brings a compelling mix of branded and original content that will resonate well with our players. The addition of these titles strengthens our casino offering, and we’re excited to introduce them to our growing community of players,” said Conor Grant, Vice President of Gaming at Fanatics Betting and Gaming.
Fanatics Casino will also house a curated selection of White Hat Studios’ dedicated table games and popular slots including Almighty Buffalo Megaways.
“We’re thrilled to integrate our diverse range of branded titles into Fanatics Casino, marking a fantastic opportunity for players in key states to experience the quality and entertainment value that White Hat Studios’ games are known for. We’re confident that players will love the fresh content and engaging gameplay we will add to the platform,” said Daniel Lechner, SVP Sales and Marketing at White Hat Studios.
Amusnet has announced its participation in the 23rd edition of G2E Las Vegas (Global Gaming Expo) at The Venetian Expo from October 7-10. As one of the largest expos globally, G2E provides a platform for the company to showcase products across its Online Casino, Live Casino, and Land-based verticals, positioning Amusnet as a prominent all-casino provider in the competitive iGaming industry.
“We are excited to attend G2E Las Vegas 2024 to present our latest online casino portfolio and Type S slot cabinets: our first-ever product series for Land-based casinos, designed to offer a competitive edge by combining Amusnet’s top-notch game portfolio with an immersive player experience. Our focus is on delivering solutions that maximize performance and cater to the evolving needs for both online and land-based casinos,” said Borislav Marinov, Head of Business Development, Land-based, at Amusnet.
Alongside its technical excellence, the premium Type S series showcases the company’s award-winning titles, including 20 Golden Coins, Extra Crown, Fruits & Gold, and Cocktail Rush. It also features Amusnet’s popular four-level bonus game, Jackpot Cards, along with other exciting features like Free Spins, Buy Bonus, Pick Me Bonus, and Symbol Upgrade.
Amusnet will host an activation featuring its premium slot cabinets at the upcoming expo, offering attendees the opportunity to experience the thrill of Type S in real time and win exciting gifts.
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