Exploring the effects of valuable customer support in iGaming businesses ― and how to improve it

The iGaming industry had to adapt and offer customers convenience.

01:47 07 August 2025

As the technology evolved and regular people could use computers and smartphones from the comfort of their homes, the iGaming industry had to adapt and offer customers convenience. Businesses succeeded in the competitive market by finding ways to engage with clients, reward loyal ones, and keep things interesting by approaching new games and bonuses. 

Still, the iGaming sector relied mostly on mobile devices, so the interface had to conform to smartphones with Android or iOS systems, where the games would be mostly available to customers. This meant investments in UX and UI, as well as constantly monitoring and maintaining the application. 

However, what’s most important within the convenience of mobile gaming brands is their customer support features. Ideally, clients have a vast array of options when it comes to solving a regular issue, from a FAQ section to 24/7 customer service. Proper support can boost a business’s brand visibility and reviews, but achieving this can be challenging. Here’s why. 

Why does customer support matter? 

In the iGaming industry, also known as the online casino sector, customer support is necessary to ensure players a smooth experience. Prioritizing customer support enhances retention, which lowers marketing costs and builds empathic customer relationships. On the other hand, lacking the resources or knowledge to improve customer support can lead to negative reviews and users seeking the same services within the competition. 

That’s why businesses must consistently improve their customer support technologies, whether through newsletters containing frequent bonuses or the establishment of a B2B loyalty system in iGaming. It is ideal to work with collaborators whose services include a structured and transparent reward system and an interactive progression system to thank customers for their involvement and playing hours. 

How can online casinos boost their customer support?

Regardless of their games, products, or services, iGaming companies should seek multiple ways to boost customer support. Indeed, some may need to focus on various departments. For example, using sportsbook software requires well-trained and knowledgeable support agents to resolve queries in real-time and create a long-lasting impression on the audience through superior communication. 

Online casinos must follow standards on customer support that comprise the following:

• First-line support that provides enough in-house specialists to cover the growing player base; 
• Anti-fraud support who looks out for risks like phishing and malware, whether it’s a person or an AI-based system; 
• VIP-player support who handles all the VIP customers and their requirements, as they need special attention;
• Ongoing retention support is ideal to deploy marketing strategies to increase player loyalty; 

Some enhanced features of customer support in iGaming would also include:

• An initial retention setup that uses player segmentation to create the best welcome letters, bonuses, and promotional campaigns; 
• A player reactivation sector that can help reactivate dormant players; 
• A content management sector to support a seamless user interface and robust communication support; 

In-house vs outsourcing customer support

iGaming companies can choose either of these options or create a hybrid model in which their own team sometimes collaborates with experts from outside their area. Both have benefits and challenges, so picking one solution depends on the online casino’s size, future goals, and customer segmentation. 

For example, in-house customer support requires recruiting, training, and managing all agents and representatives so they work based on the company’s brand image. This also means customer support uses your own resources and software. In return, this offers more control, guaranteed brand consistency, and seamless team communication. On the other hand, in-house support comes with higher costs, scalability struggles, and limited availability. 

Outsourced customer support means you use the services of a third-party provider for tasks like phone support, live chat, or social media interaction. This form of customer support can be either offshore, nearshore, or onshore, but some companies prefer a mix of these systems. Compared to in-house customer support, outsourcing comes at lower rates and flexible pricing models. At the same time, it provides superior flexibility during peak seasons, especially with 24/7 support. 

What about AI-based customer support?

AI is revolutionizing online gambling, especially from the perspective of online safety and data analysis, but it can also improve customer support. While human support agents are prone to making errors, taking your customer support to the next level means leveraging the power of AI chatbots, which are faster and more responsive in answering quick FAQs. 

At the same time, they have unlimited availability, even on national holidays or weekends. These chatbots use natural language processing (NLP) to understand customers' tone and make the conversation more human. These smart escalation tools can also link players directly to responsible gambling resources when the situation calls for it. 

What are some common challenges in online casino support?

iGaming companies will face several challenges throughout the process of finding the best customer support solution. For example, managing a multi-platform gaming community is difficult, as it requires multiple points of control and a reliable team. 

At the same time, scaling customer service for a global player base requires multilingual support and proper timing, which is why an increasing number of brands rely on AI chatbots and FAQ sections. 

iGaming businesses must also address tech problems, such as unexpected payment issues and security breaches. Troubleshooting guides are ideal in these cases, as they provide user education on proper security measures and could help prevent many security incidents. 

Another less-talked-about issue involves toxicity, fraud, or account hacking. These factors can reduce people’s trust in the online casino industry, so implementing 24/7 monitoring with the help of AI tools and a thorough team should help resolve such issues ASAP. 

Final considerations 

As the online casino sector moves forward, brands are approaching different methods to offer unique gambling experiences to users, such as top-notch customer support. This requires investment in proper software and standards, as well as the choice between in-house and outsourced customer support. These essential features will help manage the challenges of scalability, unexpected payment issues, and account hacking.