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Gamesys builds on “transformative” year with 360º customer experience focus
Reading Time: 3 minutes
Following a landmark 2019, Lee Fenton, the CEO of the newly formed Gamesys Group, reveals how a recent integration of Zendesk’s customer service and engagement platform is providing the groundwork for Gamesys’s ventures/brands.
With over 1,300 employees across 16 group offices worldwide Gamesys puts a lot of emphasis on ensuring the best customer service across all your brands, how has your recent transformation via Zendesk enhanced your focus on customers?
Zendesk has set the foundation for our 360º view of the player initiatives for 2020. Being able to look at our players in different contexts while all within one unified system, gives us the ability to provide a personalised experience for our players based on their preferences and needs. Our players may prefer to engage with us on social channels, receive a call-back or search for the answer to their issue without ever engaging with our advisors. Zendesk has allowed us to introduce these options and enhance our existing channels increasing our teams’ capacity.
Zendesk has also provided us with an invaluable insight into what our players expect from our customer experience team. This enables us to personalise our player’s experience even further as we roll-out the next phases of our customer care platform. Our ultimate aim is to ensure that we provide the best experience, via the right channel, within a safe and responsible environment.
Gamesys’ customer service transformation required collaboration across multiple teams to get buy-in and transform their service centres, what’s the key to keeping everyone on message?
To understand the magnitude of collaboration that was needed to enact this change, 21 teams actively contributed to the successful selection and 82-day roll-out of Zendesk. The success of the initial rollout came down to personal investment, a willingness to engage and constructively work through competing priorities and a commitment to improving both the experience and toolsets for our players and advisors.
Not many companies have to provide market-leading customer experience to a global player community, what are your top priorities in terms of anticipating your customers’ needs?
Our top priority for 2020 in the customer experience space is to provide the best entertainment to our players within a safe and responsible environment. This relationship demonstrates our commitment to understand and care for our players and enables us to provide the most enjoyable customer experience.
Zendesk provides a unified view of the player, multiple avenues to reach out to our community and contributes intelligence which we use to refine our predictive models which identify users who may potentially be at risk.
As regulations evolve, it is vital that we continue to demonstrate our commitment to compliance. Zendesk provides us with tools for rigid GDPR compliance, auditing and reporting for KYC and AML.
How do you measure the impact of the customer experience with your customers, are you predominantly focused on retention and spend or is there more to it?
We want to build long-term sustainable relationships with players. We measure the impact of their experience through their engagement with our brands throughout their lifetime rather than spend.
We are always looking to invest in our players and their experience, and this gives us a competitive advantage in the marketplace. We are in the entertainment business which is at the heart of the reason why players visit our sites. Our focus is providing enjoyment whilst empowering them with the tools to control their play. By providing a frictionless customer experience, we enhance the value of the brand which helps in our goals of creating a sustainable responsible business and organically drives brand awareness and retention.
Bingo players and operators are unique compared to other sectors of the gaming community. Where do you see the key differences in providing customer service to this sector than say land-based casinos or slots customers?
For our online Bingo-led brands, we have a vibrant social community who enjoy engaging with other members and our Chat Hosts. Our community is often the first to provide us with constructive feedback on our games and engage with us if there are any issues on the site that may need attention. This community feel is not unique to our Bingo players and can be equally applied to other segments of our poker and casino communities. At Gamesys, we have found that brand, player demographics, and a player’s persona influence the type of customer experience one would most prefer to receive — whether that be via phone, email, chat, or even self-service.
As an award-winning, leading global operator, what does Gamesys’ vision look like in the next decade and what part do your service centres play in this?
We continue to invest in the Gamesys Group multi-brand strategy and we recently launched a new site with Scientific Games which is dedicated to one of the UK’s most popular slots, Rainbow Riches.
We will also continue to develop our existing ventures while expanding into new markets. As we know from entering new markets such as Germany, Sweden, and Japan, each market comes with unique challenges, opportunities and regulatory compliance requirements. Our advisors and the player experience we provide will continue to adapt and remain flexible so that we can respond continually to meet our player’s expectations.
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: Gamesys builds on “transformative” year with 360º customer experience focus
Latest News
Peter & Sons Expands Its Danish Presence Through Partnership with Spillehallen
Reading Time: 2 minutes
Award-winning game studio Peter & Sons has expanded its reach in Denmark through a new partnership with Spillehallen, one of the country’s most trusted and innovative gaming brands.
Spillehallen is a 100% Danish-owned company with over 45 years of experience in the national gaming industry. Known for its craftsmanship and visionary development team, Spillehallen has successfully transitioned from the world of physical slot machines to the online space, bringing its rich legacy to Spillehallen.dk. The company’s goal has always been to recreate the authentic feel and functionality of traditional Danish slots while enhancing them with modern design and technology.
Through this collaboration, Spillehallen players will gain access to Peter & Sons’ expanding portfolio of video slots, celebrated for their handcrafted art, cinematic sound design, and imaginative mechanics. Titles such as Barbarossa, Voodoo Hex, and Wild One reflect the studio’s signature approach — blending storytelling, bold aesthetics, and engaging gameplay to create unforgettable experiences.
Denmark stands as one of Europe’s most mature and well-regulated iGaming markets, making it a natural fit for Peter & Sons’ continued growth strategy. The partnership with Spillehallen underscores the studio’s mission to deliver creative, story-rich, and premium-quality gaming experiences to players in regulated markets worldwide.
Yann Bautista, Commercial Director & Founder at Peter & Sons, said: “We’re thrilled to partner with Spillehallen — a brand that shares our passion for quality, innovation, and entertainment. Their deep roots in Danish gaming and their modern approach to digital experiences make them the perfect partner for our continued expansion in Denmark.”
Jacob Frostholm, Casino Manager at Spillehallen added: “Peter & Sons’ games stand out for their artistic style and creative gameplay. We’re excited to bring their unique worlds to our players and continue building on our tradition of offering the best and most entertaining gaming experiences in Denmark.”
This partnership marks another key milestone for Peter & Sons as it continues its expansion across Europe following recent launches in markets such as the UK, Italy, and the Netherlands.
The post Peter & Sons Expands Its Danish Presence Through Partnership with Spillehallen appeared first on European Gaming Industry News.
Latest News
MyEmpire Reborn: New Look, New Empires, New Features
MyEmpire, one of the leading brands within the MioMedia affiliate program, proudly unveils its grand transformation. The empire has been reborn — with a stunning new look, an expanded collection of games, and thrilling new features set to redefine the gaming experience.
The redesigned MyEmpire brand unveils a fresh and immersive environment inspired by great civilizations of the past. The new interface offers smoother navigation, enhanced visuals, and a layout that reflects the brand’s evolution and the spirit of the empire. It’s cleaner, faster, and full of life — giving players the feeling of truly stepping into a renewed realm of majesty.
The updated design extends across the entire game world, bringing richer landscapes, detailed architecture, and enhanced character art that adds elegance and depth, drawing players further into play.
Along with the visual transformation, MyEmpire is expanding its portfolio with new games. Each title offers a unique experience while staying true to the empire’s spirit of strategy, adventure, and discovery. Together, they create a broader and more dynamic world for players to explore.
Beyond new games, MyEmpire is expanding with the launch of a dedicated shop — a new destination where players can purchase exclusive items or exchange their in-game bonuses for them. It’s a fresh way to turn progress into rewards and make every victory even more satisfying.
Soon, players will also enjoy new gamification features — SpinRally, Wheel of Fortune, and WonderPot. These additions will introduce even more thrills and rewards, giving players the chance to test their luck, win prizes, and uncover new surprises within the empire. Each feature is designed to enhance engagement and add a fresh layer of fun to the play.
MioMedia Affiliates continue to stand at the forefront of iGaming innovation, bringing together top-performing brands and world-class affiliate partnerships. As MyEmpire enters a new era with its refreshed look and features, MioMedia Affiliates celebrates the brand’s dedication to excellence, creativity, and pursuit of entertainment that both inspires and rewards.
For more information and guidance, contact the team: https://www.miomedia.com/contact-us
Latest News
iGaming 2026 starts now: be the first to get Slotegrator’s iGaming trends report
Slotegrator, a leading iGaming software provider and content aggregator, has published a report forecasting the iGaming trends of 2026. Developed in collaboration with over 50 experts from international companies, the report highlights how technology, regulation, ESG and transparency, and evolving player expectations will reshape the iGaming landscape in the coming year.
The report brings together insights from operators, regulators, affiliates, and marketing leaders across Europe, Latin America, Africa, and Asia. It covers key topics – from upcoming regulatory changes and AI-driven hyper-personalization to new compliance standards, marketing transformations, and the rise of community-based gaming ecosystems.
Readers will learn what to expect from:
- Regulatory developments in the industry’s most attractive markets.
- Advances in AI, cybersecurity, biometric KYC, and deepfake detection.
- New marketing models built on emotional intelligence and data ethics.
- The role of Web3, stablecoins, and gamified well-being.
- The growing influence of ESG on the iGaming sector.
The report features practical insights from leading leading companies, recognized industry leaders and award winners, including SiGMA Group, Clarion Gaming, DEVILS, Endorphina, Amigo Gaming, Aviatrix, ZingBrain AI, BGaming, NGM Game, Peter& Sons, CasinoRIX, ICS-digital, top media like iGamingNews, Casino Guru, GamblingTalk, and others, alongside perspectives from top game studios and regional experts.
“The report brings together the key takeaways from our business analytical research and the voices of industry experts who observe market dynamics every single day. Their perspectives give this report its depth and authenticity. At Slotegrator, we value partnership and collaboration above all — this is what allows us to capture the real pulse of the iGaming industry. This document gives companies a valuable head start as they prepare for next year’s shifts,” adds Svetlana Kirichenko, head of marketing at Slotegrator.
The report offers a comprehensive view of what’s next for iGaming — a must-read for anyone shaping the future of the industry. Be among the first to download The iGaming Trends of 2026 from Slotegrator by following this link.
ABOUT THE COMPANY
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
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