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Efficiency and automation key as Zendesk simplifies customer service
Reading Time: 3 minutes
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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WinSpirit Redesigns VIP Experience to Drive Retention and Long-Term Player Value
Player loyalty is evolving — and so is WinSpirit’s approach. They’ve unveiled a fully redesigned VIP program, merging loyalty mechanics and exclusive rewards into one clear, gamified journey. The goal? Drive deeper engagement, long-term satisfaction, and higher lifetime player value (LTV) through transparency and simplicity.
This combination of permanent progression and time-limited campaigns positions WinSpirit’s VIP Club as a modern retention tool — one designed to reduce churn while giving players a clearer sense of achievement.
Data-Driven Response
The updated VIP model is a direct response to user behavior and feedback. WinSpirit observed that, for some users, the previous program might have been a little complex — primarily due to separated loyalty levels and the pressure of maintaining temporary statuses. So the brand decided to simplify the progression path.
“We consistently listen to our players, and their desire to retain earned progress was clear,” said a WinSpirit representative. “This redesign is our commitment to them—we’re replacing complexity with simplicity, ensuring every player feels valued and their long-term journey is rewarding.”
How the New VIP Club Works
The redesigned VIP Club merges lifetime progress with seasonal engagement to create a system that rewards both consistency and activity. Players unlock a permanent VIP status that never resets — a key benefit that builds trust and long-term motivation.
On top of this, rotating seasonal levels introduce fresh challenges and time-limited bonuses that keep engagement high. Even when players take a break, their status stays — removing pressure and encouraging steady play.
All progression and rewards are tracked in a centralized VIP dashboard, giving players full visibility and control without the need to contact support. This clarity minimizes friction and churn.
Seasonality as a Strategic Engagement
WinSpirit’s new format introduces quarterly campaigns, each with a dedicated theme and bonus structure. The current activation, Flame of Thrill, designed to re-ignite player motivation during autumn campaigns, features:
- Increased cashback tiers and deposit insurance
- Personalized bonuses and access to exclusive promotions
- Limited seasonal rewards and much more
Even for long-term players, these rotating seasons bring something new — keeping the program exciting well beyond the first few tiers.
Why It Matters for Business
From a business perspective, the redesigned VIP Club introduces several measurable advantages:
- Increased retention (reduced status loss anxiety).
- Higher LTV (steady progression over time).
- More consistent activity (recurring seasonal goals).
- Fewer negative touchpoints (clear rules).
The introduction of a permanent VIP threshold (VIP Iron) creates a strong psychological anchor for re-engagement — aligning well with known gamification strategies in product design.
Overall, WinSpirit’s transformation reflects a broader commitment to listening to players. The brand is shifting toward a more sustainable model that fosters long-term relationships through clarity, fairness, and flexible progression. It’s a big step toward a smarter, player-first future — where loyalty is truly rewarded, and progress never goes unnoticed.
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INSPIRED UNVEILS GOLD CASH FREE SPINS SUPER WHEEL™ FEATURING THE REVOLUTIONARY PLAYER LINK™ MECHANIC
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Inspired Entertainment, Inc. (NASDAQ: INSE), a leading B2B provider of gaming content, systems, and solutions, has launched Gold Cash Free Spins Super Wheel, a supercharged evolution of Inspired’s classic hit slot, Gold Cash Free Spins. Available across the UK and Malta iGaming markets.
Gold Cash Free Spins Super Wheel introduces a new industry-first shared bonus mechanic named, Player Link (United States Patent No. 12,350,596). For the first time, players can share and compete in the anticipation and excitement of a bonus trigger in the form of the Super Wheel. This innovative mechanic generates a sense of community and competition, delivering the lucrative “Super Bonus” to a winning player, before resetting and starting the competition all over again.
Set on 5×4 reels with 40 win-lines, the game combines the much-loved Gold Cash Free Spins gameplay with electrifying new features. The shared Super Wheel awards instant cash prizes, lucrative Super Cash rewards, or triggers the high-value Super Bonus. Each spin of the super wheel builds suspense, with segments that progressively upgrade to increase the chances of hitting the Super Bonus. The Super Bonus awards eight Super Free Spins featuring only the highest-paying symbols and dramatic Wild Spins, with Wilds dropping onto the reels for big win potential.
Steven Collett, Chief Product Officer at Inspired Entertainment, commented: “Gold Cash Free Spins Super Wheel is a major leap forward in slot innovation. With the revolutionary Player Link mechanic, we’ve created a shared, community-driven experience that builds excitement for every player. This game blends the trusted Gold Cash Free Spins brand with fresh, competitive gameplay designed to engage players and deliver strong results for operators. We’re excited to see its performance and look forward to launching more fun content, featuring our groundbreaking Player Link technology. Each title will incorporate the Super Wheel as a consistent feature while offering a distinct Super Bonus aligned with the game’s theme.”
With escalating rewards, shared excitement, and iconic features, Gold Cash Free Spins Super Wheel sets a new benchmark for iGaming. It combines big wins, big action, and a shared sense of fun, to keep players engaged and highly entertained.
The post INSPIRED UNVEILS GOLD CASH FREE SPINS SUPER WHEEL™ FEATURING THE REVOLUTIONARY PLAYER LINK™ MECHANIC appeared first on European Gaming Industry News.
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Wagercomms and Million Games Launch Hard Eight Poker™ – A Fast, Strategic Table Experience
Reading Time: 2 minutes
Million Games, in partnership with Wagercomms, has officially launched Hard Eight Poker, a high-speed, strategic casino table game that combines classic card play with dual progressive jackpots and sleek, mobile-first design.
Developed under the Million Stars partner program, Hard Eight Poker represents the next step in Wagercomms’ mission to deliver proprietary, high-performing table content for online operators.
The game introduces a dynamic mix of Ante betting, Red/Black decisions, and optional Progressive Eight side bets, giving players the freedom to raise, insure, or cash in at every stage. With multi-tier payouts — including 5:1 for a Pair of Eights, 25:1 for a Hard Eight, and 50:1 for Triple Eights — the action builds round after round.
“Hard Eight Poker delivers exactly what today’s casino audience wants — something fast, strategic, and fair,” said Thomas Nimstad, CEO of Million Games. “Wagercomms has created a table game that’s easy to learn but layered with strategic depth, giving operators a powerful new addition to their lobbies. It’s the perfect example of how the Million Stars program helps studios like Wagercomms transform great concepts into market-ready games”
Following Draw Sevens, Hard Eight Poker marks the next milestone for Wagercomms under its Wagercomms Originals series — a growing portfolio designed for lasting player engagement and differentiation in slot-heavy environments.
“With Hard Eight Poker, we wanted to create a table game that feels familiar but plays with a fresh edge — fast, strategic, and designed for the modern player,” said Peter Bengtsson, CEO of Wagercomms. “Working with Million Games allowed us to focus on gameplay depth and balance, while their platform and publishing expertise helped us bring it to operators worldwide.”
With a 2.74% house edge, mobile-first design, and certified RNG, Hard Eight Poker is now available for integration via Million Games, offering both casual and competitive players an elevated table experience.
The post Wagercomms and Million Games Launch Hard Eight Poker™ – A Fast, Strategic Table Experience appeared first on European Gaming Industry News.
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