Article • 5 min read
Customer experience: the hidden ace in iGaming & Betting
In gambling and betting, competition isn’t just fierce—it’s relentless. New platforms launch almost monthly, regulatory frameworks shift constantly, and customer expectations rise faster than ever. In this crowded arena, aggressive promotions, flashy apps, or competitive odds alone aren’t enough to secure long-term loyalty.
Jasita Lalloo
Director, Commercial at Zendesk
Última atualização em October 6, 2025
The true ace up the sleeve? Customer Experience (CX).
As a Sales Director at Zendesk, I speak daily with executives across gambling and betting—CEOs, COOs, and CX leaders, all grappling with the same challenge. How do you stand out when switching costs are low, regulations are tightening, and loyalty is fragile?
Industry leaders agree that iGaming customer support has moved from being a support function to a board-level priority. As one COO of a leading online casino explained:
“For operators, the real competitive advantage lies in retention. Acquiring new players is expensive, so the biggest commercial impact comes from safeguarding lifetime value through exceptional CX.”
Afroditi Pina, Customer Operations Director at Novibet, echoes that sentiment and emphasizes that iGaming customer support is central to loyalty:
“Support is the moment of truth. Promotions may bring players in, but support determines whether they stay. When issues are resolved quickly, fairly, and consistently, trust is built. And trust—not a one-off bonus—is what drives lifetime value.”
Why CX matters more than ever in gambling & betting
The industry sits at the intersection of entertainment, finance, and emotion. That unique combination makes gambling customer service not only valuable but essential:
Low switching costs
A player can leave one operator and join another in seconds. EY research shows 57% of gamblers used more than one platform in the past year.
High cost of acquisition
Acquiring a new player can cost operators up to 5–7 times more than retaining an existing one (McKinsey). iGaming player retention through superior CX isn’t just cheaper—it’s smarter.
Regulatory pressures
In the UK, for example, the Gambling Commission has tightened requirements on customer protection. Operators who integrate Responsible Gaming seamlessly into their customer support experience not only avoid penalties but gain reputational trust.
Emotional stakes
Gambling involves money, excitement, and risk. A failed withdrawal, unresolved bet dispute, or unempathetic support interaction isn’t just inconvenient—it erodes trust permanently.
Other CX executives I speak with agree that speed and personalization have become non-negotiable. Afroditi frames the change succinctly:
“Time is the new currency and players today expect immediacy and accuracy. The bar has shifted from ‘be available’ to ‘know me, solve me, and don’t make me wait or repeat myself.’ CX isn’t just service anymore—it’s the brand experience.”
The moments that matter in iGaming customer engagement
Operators know that not all touchpoints across customer engagement in iGaming are equal. Some moments make or break trust:
Onboarding
If the account creation or KYC process feels clunky, players walk away before placing their first bet. Smooth, simple, multilingual onboarding reduces drop-off.
Payments
Speed and transparency are everything. Few factors damage trust faster than delayed withdrawals.
Responsible gambling checks
When handled with empathy and transparency, these checks become a differentiator rather than a barrier.
CX leaders across the industry stress that regulatory compliance must feel seamless. Afroditi agrees:
“By treating compliance as part of the experience, not a hurdle. We design processes that are transparent and human, so players feel protected, not policed. Smooth compliance is actually a loyalty driver when done right.”
Across all these iGaming customer engagement touchpoints—from onboarding to payments to compliance—the common thread is that experience outweighs incentives. Promotions may spark short-term acquisition, but true loyalty is built in these everyday moments of trust.
Operational inefficiencies that hurt iGaming customer support
Beyond customer touchpoints, operators face complex operational duties:
KYC and AML checks
Payment reviews
Responsible gambling monitoring
When handled manually, these processes slow down service, frustrate players, and inflate costs. By introducing automation and smarter workflows, operators can ease this burden, reduce support contacts, lower operational costs, and most importantly, improve trust and loyalty.
The role of AI and automation
AI and automation are reshaping CX across industries, but in gambling and betting the impact is especially profound. Operators can reduce cost-to-serve dramatically while preserving—and even strengthening—player trust.
Players accept instant AI responses for simple questions, but they demand empathy and judgment from humans in sensitive cases like disputes or responsible gambling conversations. AI doesn’t replace human agents—it amplifies them.
Proving the impact of CX
Executive teams increasingly want to see hard evidence that CX drives revenue:
Companies with superior CX achieve 5.7x more revenue growth than competitors with poor CX (Forrester).
Increasing customer retention by just 5% boosts profits by 25–95% (Bain & Company).
In betting, EGR Global reports that operators who prioritize CX see up to 30% lower churn compared to promotion-led competitors.
Metrics like CSAT, churn reduction, and the speed of payouts are now tracked alongside traditional revenue KPIs to show how experience translates directly to growth.
The bottom line
In gambling and betting, the house doesn’t always win—but the best iGaming customer support experience does. Operators that embrace CX as a core strategy are setting themselves apart in an environment where odds and offers can be replicated overnight.
At Zendesk, we’ve seen how AI-powered, omnichannel CX solutions help operators reduce churn, improve trust, and maximize player lifetime value—while maintaining compliance and efficiency. Because in the end, customers may come for the thrill of the game—but they stay for the experience.
Ready to make CX your winning hand?
If you’re looking to strengthen player retention, reduce churn, and build lasting trust in a crowded market, Zendesk can help. We partner with some of the world’s leading gambling & betting brands to design CX strategies that don’t just support players—they delight them.
Get in touch today to discover how Zendesk can make CX the strongest card in your deck.
Sources:
EY Research (2023)
McKinsey & Company
UK Gambling Commission
Forrester
Bain & Company
EGR Global
Interviews with multiple CX leaders, including Afroditi Pina, Customer Operations Director at Novibet
