Tugi Tark: Smart AI customer service for casinos
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26 Jun 2025 •
Reading time: 3 minutes On 24 June 2025, from Tallinn in Estonia, start-up Tugi Tark (literally ‘Smart Support’) officially presented its AI solution dedicated to customer support in iGaming. Without any fanfare, it is off to a strong start: five online gaming operators have already adopted the platform, with the clear aim of signing up several more by the end of the year.
What is Tugi Tark?
Tugi Tark is an artificial intelligence platform specialising in customer support for the iGaming industry. In a market saturated with basic chatbots, it offers automated agents capable of handling over 40% of support tickets, backed up by sophisticated language models and a huge volume of data: over 10 million historical customer tickets.
24/7 and multilingualism for a seamless user experience
What’s at the heart of the promise? AI available 24 hours a day, in over 250 languages. This quantum leap in quality eliminates the need for localised teams or external translators, and reduces response times, which are often synonymous with frustration for players.
Proactive automation goes even further: as soon as a deposit fails, the integration of an API enables the AI to detect the error and instantly initiate a dialogue to resolve the problem, all without human intervention. The result: a faster response, lower player turnover and greater loyalty.
Human-AI hybrid: the winning formula
Harpo Lilja, CEO of Tugi Tark, confirms that the aim is to transform support, not into a cost centre, but into a strategic asset.
“We are convinced that we can help operators transform player support from a cost centre into a strategic competitive advantage. Support is not just about answering questions. It’s about creating momentum, trust and loyalty. The quality of customer service is crucial – it can make or break a VIP programme.”
For Lilja, the hybrid system is key: AI takes care of the simplest queries, up to 40%, while the human steps in on the rest, always guided by intelligent routing, particularly for VIPs or more sensitive cases. This combination guarantees a rapid response, adapted to the complexity of each situation.
Towards a human-centred future
Despite its effectiveness, AI does not claim to replace the human. Lilja stresses the importance of a gradual deployment that can be modulated as required: the operator decides what type of ticket is handled automatically, and in which cases the human absolutely must intervene, particularly in situations where empathy, emotion or compliance are crucial.
“With human agents, support times are irregular. Staffing support for 24/7 operation across multiple markets is difficult and costly. Staff turnover is high and talent limitations are an unfortunate reality. The combination of human and artificial intelligence agents is the solution to the problem. AI agents can resolve many queries independently, and others are automatically routed to the most appropriate human agent to ensure a quick and efficient resolution.”
The platform also includes a scoring system that allows human supervisory teams to evaluate the AI’s performance and adjust the degree of automation over time.
Why this revolution really matters
Customer support in iGaming is often seen as a cost centre. Tugi Tark reverses this logic by repositioning it as a competitive advantage:
- Reduced operational costs: 40% of tickets processed automatically reduce staff costs.
- Increased loyalty: time saving, immediate response to deposit blockages, better VIP management.
- Linguistic flexibility: multilingual in over 250 languages, without having to recruit in each country.
- Compliance and traceability: every interaction is time-stamped and auditable, which is essential for regulators.
“We understand high-value players, compliance, cost optimisation, player safety and the nuances of iGaming support – because we’ve lived it. Every feature is designed to solve real-world challenges: regulatory pressure, global player bases, multi-brand operations and 24/7 VIP support.”
Tugi Tark is a real-world example of well-thought-out AI designed to complement, not replace, humans. By combining 24/7 AI, linguistic expertise and intelligent routing, the startup is well on its way to redefining the standards of customer support in iGaming.