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Efficiency and automation key as Zendesk simplifies customer service

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With the igaming industry experiencing rapid international growth, nurturing brand identity and loyalty remains a key focus for operators – a complex challenge when faced with an increasingly diverse customer base. Speaking at the customer service software company Zendesk’s Showcase London, the firm’s president of products Adrian McDermott discussed how Zendesk’s segmentation and automation software is leading the way for efficient B2C interaction.

“Gaming has a set of unique challenges,” said McDermott. “Most games have large populations of casual users, free users, paid users, heavy users, and segmentation of inbound – and understanding how to deal with that inbound – is incredibly important.”

“We have gaming customers that have hundreds of millions of free users they need to serve through self service, and we have gaming customers with some very high-spend individuals, and they need to treat those people differently.”
One of the first things Zendesk offers gaming firms is a self-service environment where users can help users, or access appropriate content, with Harvard Business Review recently stating that 81 percent of people would rather find the answer for themselves than seek assistance. Further stages include an escalation from that channel into an instant messaging environment where customers talk directly to an agent, with an establishment of user identity.

The automated process, which also utilises AI and extensively curated user help functions, allows brands to streamline the customer service response, effectively allowing them to more efficiently utilise customer-facing agents. “Ultimately, serving gaming customers is often about having humans sitting in seats talking to humans who play that game, engaging with them and representing the brand.”

“Our gaming customers bring that to bear themselves, we just give them the tools, and build best practices in, that when a player comes for support, they get a response which is timely, in brand and meets their expectations.”

Not only did Zendesk’s Showcase London offer a positive opportunity to engage with firms keen to integrate the firm’s efficient software systems, but the 12 June event also proved the perfect place to announce an expansion of Zendesk’s AI-powered Answer Bot.

Already embedded in over 10,000 apps, Answer Bot tool will now be extended across all web and mobile channels, allowing companies to provide constant, consistent support and quicker response times across all platforms. “Customers today demand fast responses in a context that suits them, and AI can be used to help companies be more timely and accurate when engaging with customers. With Answer Bot, we’re putting an end to laborious processes to resolve simple questions. We’re not just delivering self-service everywhere – we’re delivering AI-powered self-service everywhere, which will continue to make for a better customer experience.”

Alongside Answer Bot – which also surfaces recommendations to agents during customer interaction, thereby increasing accuracy in response – Zendesk also announced a range of new tools as part of its Guide Enterprise knowledge base. With nearly four billion knowledge base articles viewed on Zendesk in 2018, the firm’s curated catalogue of problem solving and FAQ response articles has been strengthened with solutions such as Article Events – allowing regular appraisals of the usefulness, brand consistency and accuracy of articles – and Content Cues, prioritising the most regularly viewed responses. “This is what AI can do; large-scale pattern matching that goes beyond human comprehension,” said McDermott. “One of the reasons we’re super excited about this is that we are seeing that new capabilities across gaming are being released every month, every quarter, they’re entertainment products unlike any before, they are constantly morphing.”

“This is a challenge for customer service, figuring out the connotations downstream of what’s going to happen to a player in that new reality – it’s almost impossible to be figuring it out without machine automation. It’s uniquely suited to the pace of game deployment.”

Though igaming firms are just waking up to the potential of streamlined customer service software, McDermott added that Zendesk’s experience with gaming firms already extends over seven years, with key integrations in major studios and providers delivering manifold efficiencies. With its suite of systems and software covering consumer-engaged businesses in all sectors, Zendesk offers one of the most multi-faceted B2C solutions on the market, a serious consideration for igaming operators as both product options and customer numbers increase.

“We provide the tools and services to people to help them provide great customer service, and that cuts across all kinds of industries, ecommerce, traditional retail, services IT – and of course gaming.”

“We have a range of products that help people connect with their customers, and we always say that the best customer experiences are built with Zendesk.”


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Efficiency and automation key as Zendesk simplifies customer service

George Miller (Gyorgy Molnar) 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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Drafted.gg Achieves ESIC Gold Standard Accreditation, Joining a Distinguished List of Esports Betting Content Providers

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The Esports Integrity Commission (ESIC) today admits Drafted.gg into the ESIC Gold Standard accreditation following an extensive on-site audit. This prestigious recognition underscores Drafted.gg’s unwavering commitment to integrity, fair play, and robust security measures in esports.

The ESIC Gold Standard for esports betting products represents one of the highest bars in esports betting product compliance and integrity best practices. Fewer than a handful of organizations worldwide have demonstrated the advanced operational protocols, thorough oversight mechanisms, and consistent ethical standards necessary to pass the stringent requirements set by ESIC.

Achieving this level of accreditation signals an organization’s excellence in safeguarding against corruption, match manipulation, and unethical practices—all of which are critical to the continued growth and credibility of esports.

The comprehensive audit evaluated key areas essential to maintaining a fair and secure competitive environment. These areas included physical security, CCTV monitoring, communication device restrictions, referee oversight, and overall compliance with ESIC’s rigorous integrity program. Over the course of the audit, Drafted.gg demonstrated exceptional diligence, meticulous record-keeping, and a forward-thinking approach to maintaining the highest standards of transparency and fair play.

“Drafted.gg joins an elite circle of esports organizations that meet the exceptionally high bar of ESIC Gold Standard compliance,” said Ian Smith, Commissioner of ESIC. “Their rigorous approach to operational integrity meets the benchmark for best practices in esports. We welcome them into the ESIC Gold Standard for Betting Products category.”

The ESIC Gold Standard accreditation highlights Drafted.gg’s robust systems for upholding best practices within esports. From comprehensive background checks and secure access controls to high-quality production techniques, Drafted.gg exemplifies what is possible when an organization aligns every aspect of its operations with the principles of fair competition and ethical conduct. This accreditation also reinforces the integrity of Drafted.gg’s esports content—made available to operators through its partnership with Oddin.gg—helping sportsbooks access compliant, high-quality content for esports betting.

A representative from Drafted.gg remarked: “The entire management team at Drafted.gg is excited about this milestone, as passing ESIC’s Gold Standard audit validates the rigorous integrity measures built into Drafted.gg from day one. From match oversight to data security, Drafted.gg’s operations are designed to meet the highest standards in compliance. This accreditation is not just a milestone—it’s a statement of the company’s ongoing commitment to fair competition and trust in esports.”

 

The post Drafted.gg Achieves ESIC Gold Standard Accreditation, Joining a Distinguished List of Esports Betting Content Providers appeared first on European Gaming Industry News.

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FBM Foundation brings hope, joy and essential aid to National Children’s Hospital

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Bringing hope, joy and essential resources to children and families in need was the main purpose behind the FBM Foundation’s last initiative, in partnership with the National Children’s Hospital and Malasakit Center, on March 10th.

The social responsibility project of the FBM Group hosted a donation campaign delivering toys, school supplies, grocery essentials and critical medical equipment to improve the hospital’s services and bring comfort and joy to over 100 families.

The FBM Foundation aimed to make a meaningful impact on the operations of the National Children’s Hospital and the well-being of its patients. In response, employees from NTT and MEMO generously donated toys, art supplies, school supplies, baby wipes, clothing, and diapers. These contributions brought comfort and joy to young patients undergoing treatment at the hospital.

With the participation of 12 committed volunteers, this initiative counted with the direct involvement of Pepe Costa, FBM Foundation Representative, along with the celebrities Papa Jackson, Giselle Sanchez, and Daniel Matsunaga, who invested their time to bring a different enthusiasm to the day of these children.

Beyond the meaningful gifts, the FBM Foundation also provided critical medical equipment and supplies, such as gauze pads, underpads, wheelchairs, oxygen tanks, ECG machines, infusion pumps, nebulizers, and a vein locator apparatus. To complete the efforts of this donation campaign, the project delivered grocery essentials to 100 families facing medical challenges, offering much-needed support during difficult times.

Part of this initiative was possible by the funds raised from the Keepy-Uppy Charity Challenge during ICE Barcelona 2025. FBMDS not only showcased its latest iGaming innovations at the tradeshow but also turned visitor engagement into a tangible real-world impact. The Keepy-Uppy Charity Challenge successfully transformed participation into crucial donations, directly supporting vulnerable individuals through this important project at the National Children’s Hospital.

By combining the effects of these solidarity gestures, the FBM Foundation expects to improve the patient’s health care and enhance the hospital’s medical services. This initiative stands as a testament to the power of collective compassion by joining the dedication of 12 committed volunteers to the unwavering support of the FBM Foundation partners.

FBM Foundation continues its mission to create a lasting impact by promoting growth and well-being in communities around the world. Visit fbmfoundation.org to learn how you can help the project make a difference.

 

The post FBM Foundation brings hope, joy and essential aid to National Children’s Hospital appeared first on European Gaming Industry News.

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London Waterfront Experience unveiled for iGB L!VE

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iGB L!VE organisers have unveiled designs illustrating the stunning new waterfront social and business networking feature which will be launched at July’s edition, the first to be held in London.

Situated adjacent to the historic Royal Docks, the London Waterfront Experience will involve an iGB L!VE take-over of the Waterfront Street Kitchen and Bar part of ExCeL’s ‘Immerse LDN’ Dock Edge entertainment district. It will include a series of entertainment activations including a centrepiece barge which will be moored at the edge of the dock.

Heralding the exciting new feature which represents a celebration of iGB L!VE’s relocation to London, Global Portfolio Director Naomi Barton said: “ With London’s July sun shining and temperatures reaching the mid-twenties, iGB L!VE’s Waterfront Experience will serve as a dynamic networking and social space.  Open throughout the show it will provide a vibrant London-inspired ‘twist’ on the social and business opportunities that the industry loves about iGB L!VE.”

She added: “The London Waterfront Experience will enhance  iGB L!VE’s unique chemistry and help deliver another world class event with all elements of the igaming industry ecosystem coming together in a city which is widely regarded as being the heart of the igaming industry.

“iGB L!VE 2025 will deliver unparalleled business opportunities with attendees having free access to the sector’s most influential brands and igaming professionals, occupying over 22,000 sqm of cutting-edge innovation and inspiration.”

iGB L!VE’s relocation to London will enable the event brand to continue its upward trajectory and achieve an ambitious four-year plan targeting 30,000 visitors and 550+ exhibitors/sponsors by 2028.

The post London Waterfront Experience unveiled for iGB L!VE appeared first on European Gaming Industry News.

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