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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

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GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth
Join Jeff Gross and his legendary co-hosts on September 23 and September 30
GGPoker, the World’s Biggest Poker Room, today announced it will live stream the final table action of two of the most prestigious events from the ongoing WSOP Online 2025 tournament series. The broadcasts will be available on GGPoker.tv, the brand’s official YouTube channel, and will feature the debut of poker legend Phil Hellmuth as a live GGPoker.tv broadcast host.
The first broadcast, on September 23, will showcase the high-stakes drama from the final table of the $5,000 WSOP Online Main Event, arguably online poker’s most important annual tournament. This landmark event will be co-hosted by frequent GGPoker anchor Jeff Gross and the 17-time WSOP bracelet winner, Phil Hellmuth. Known for his “poker brat” persona and unparalleled tournament record, Hellmuth’s inclusion will provide viewers with an unprecedented look into the mind of one of poker’s greatest champions.
The action continues on September 30, with the final table of the $10,300 GGMillion$ High Rollers event. Joining Jeff Gross for this broadcast will be GGPoker Global Ambassador and fellow poker icon, Daniel Negreanu. Negreanu, with his engaging style and deep understanding of the game, will provide expert commentary and analysis, making this broadcast another must-watch for poker fans everywhere.
“We are incredibly excited to bring the WSOP Online 2025 action directly to our fans with these two live broadcasts,” said Paul Burke, Head of Public Relations at GGPoker. “Having Phil Hellmuth and Daniel Negreanu on air alongside Jeff Gross to break down the action will be a true treat. This will be more than just watching a final table; it’ll be a masterclass in poker strategy from two of the best to ever play the game.”
The post GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth appeared first on European Gaming Industry News.
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WILDZ INTRODUCES CUTTING-EDGE ENTERTAINMENT WITH WILDZ TV
Ta ‘Xbiex, Malta, September 2025: The Wildz Group is pleased to announce an impressive new addition to its flagship Wildz platform: Video-On-Demand product Wildz TV.
Wildz TV is a rich content offering that takes into account the popularity of Video On Demand (VOD). The service delivers rich media entertainment created by guest presenters that enhances the iGaming user experience within the sportsbook and online casino verticals.
As the first Wildz Group brand to provide a full sportsbook offering that accompanies its popular online casino within the same platform, Wildz is the ideal space to boost the enjoyment even more by introducing VOD content. Aligning with the brand’s ‘GET MORE’ payoff line, this complete entertainment suite provides streaming, live chat and 24/7 customer support, setting the bar high for one-stop leisure gaming.
Embracing the trend
VOD content is sweeping the globe as the preferred option chosen by customers seeking to make the most of their leisure activities, allowing them exclusive access to content suited to their tastes (Netflix, Amazon Prime Video and Disney+ being notable examples). According to Markets dot com, in 2023 the VOD market size was valued at USD 146.6 billion, and it’s forecast to balloon to USD 270.3 billion by 2028, with a CAGR of 13%. It made sense to the Wildz team that this trend will inevitably dominate gambling entertainment, too, leading to the creation of a VOD tier of video action in Wildz TV.
Wildz hosts the phenomenal team at Gämblerscast to showcase how this works. They’re renowned for their razor-sharp commentary and insights. Viewers can enjoy Gämblerscast episodes, explore dedicated Gämblers Picks for selected sports and even dip into the Gämblers Favourite Slots.
About Gämblerscast
The collective at Gämblerscast has been amassing a growing following of enthusiasts on Twitch, YouTube and TikTok. As gambling enthusiasts, they know exactly how to create content that appeals to players, including insights, observations, humour and plenty of fun. This winning combination makes them a great fit as the first-ever team to be hosted on Wildz.
The added value of VOD
Players get the opportunity to access exclusive content for a modest premium, content that’s designed to match their interests. While Hulu and Paramount+ (for example) cater to mass markets, sites such as Wildz TV can provide niche content.
Contained behind a paywall, VOD entertainment is perfect for gambling as it underscores the importance of providing access to content according to Responsible Gaming principles and guidelines. Better yet, this source of revenue for entertainers offers a more sustainable form of entertainment that allows others to explore their creativity, too.
Jani Koskinen, Chief Marketing Officer at Wildz Group, says, “VOD is the way forward for gambling platforms seeking to acquire, entertain, engage, and retain players. We’ve seen a great impact from hosting the Gämblerscast team and premium sports events, and we anticipate quality engagement as we explore the benefits of offering rich and exclusive media to our customers. Welcome to the future of iGaming entertainment!”
Wildz TV is yet another reason players are moving to Wildz and sticking around for more quality gambling entertainment.
The post WILDZ INTRODUCES CUTTING-EDGE ENTERTAINMENT WITH WILDZ TV appeared first on European Gaming Industry News.
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Adidas Arena Set to Welcome the 2026 Six Invitational
Ubisoft and BLAST are thrilled to announce that the 2026 Six Invitational, the biggest event in the BLAST R6 calendar, will take place at the Adidas Arena in northern Paris for the very first time.
Reopened in 2023 following major renovations, this state-of-the-art venue has quickly become one of Paris’s premier destinations for sport and entertainment. Designed with fan experience in mind, the Adidas Arena regularly hosts top-tier basketball games, concerts, and cultural events, and was a key stage during the Paris 2024 Olympic and Paralympic Games.
With cutting-edge broadcast capabilities, spacious backstage areas for players, and infrastructure built for live streaming and large-scale digital productions, the Adidas Arena is also positioning itself as one of the most esports-friendly venues in Europe.
“The Six Invitational is not just a tournament, it’s a celebration of the Rainbow Six community,” said Robbie Douek, CEO of BLAST. “Bringing the event to Adidas Arena allows us to create an unforgettable experience for players and fans in one of Europe’s most exciting venues.”
“Hosting the Six Invitational 2026 in Paris, at the Adidas Arena, is a milestone for Ubisoft and for French esports,” said François-Xavier Deniele, VP, Esports & Competitive Gaming, Ubisoft. “France has become a leading hub for competitive gaming, and bringing Rainbow Six’s biggest event here highlights our commitment to the community.”
About the Tournament
The Six Invitational will span three distinct phases, each crafted to deliver intense competition and compelling narratives.
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Phase 1: Group Stage20 qualified teams will be divided into four groups of five. Each team will face the others in Best-of-3 matches. The top four teams from each group will advance.
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Phase 2: Playoffs16 teams will enter a double-elimination bracket, with all matches played in Best-of-3 format. Teams knocked to the lower bracket will have one final lifeline to stay in the competition. By the end of this phase, only six teams will remain.
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Phase 3: FinalsThe final six teams will battle in front of a live Parisian crowd at the Adidas Arena. Across two days of Best-of-3 matches, the field will narrow to the last two contenders, who will face off in a Best-of-5 Grand Final to crown the world champion.
Ticket Information
Tickets for the Six Invitational 2026 will go on sale this week. Ticket categories include the ELITE Merchandise Bundle (€300), Carré Or, and multiple standard categories ranging from €75 to €175 (3-day passes), with 1-day passes starting from €30.
The post Adidas Arena Set to Welcome the 2026 Six Invitational appeared first on European Gaming Industry News.
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