Estonian start-up vows to revolutionise iGaming customer support with AI

Tugi Tark, which literally translates as ‘smart support’, launches an intelligent platform with AI agents to help online casino operators transform customer service

Estonian start-up Tugi Tark has formally launched with a mission to modernise the iGaming industry’s approach to customer support.

According to the tech disruptor, which is only now emerging from stealth mode, the future of player support will be proactive and automated, rather than reactive and manual.

Tugi Tark uses a combination of large language models, machine learning, and a dataset of over 10 million iGaming customer service tickets resolved over the years.

Tugi Tark’s AI agents, available 24/7, resolve a significant percentage of cases independently, increasing each month as support teams train their AI agents. This streamlines the player experience and frees up human staff to focus on higher-value tasks.

Crucially, the agents can provide support in more than 250 languages, a key advantage for iGaming companies operating across multiple markets. Players are assisted in their native language, without the need for third-party translation tools or region-specific teams — reducing costs and breaking down language barriers.

Players parting with money expect fast, effective support at any time. Tugi Tark’s AI agents address this critical pain point. Slow response times remain one of the biggest frustrations in iGaming customer support — often due to staffing constraints.

Proactive support can improve the player experience across a range of issues, including failed payments. When a deposit fails, Tugi Tark receives an API call from the payment system with the error message. This instantly triggers a relevant chat with the player to clarify the reason and provide a solution. The result: improved customer satisfaction, successful deposits, and lower player churn.

Tugi Tark CEO Harpo Lilja said: “We’re convinced we can help operators transform player support from a cost centre into a strategic competitive advantage.

“Support isn’t just about answering questions. It’s about creating momentum, trust, and loyalty. The quality of customer service is critical — it can make or break a VIP programme.

“With human agents, the support times are inconsistent. Support staffing for a multi-market 24/7 operation is challenging and costly. High churn among staff is common, and the limit of talent is an unfortunate reality.

“Combining both human and AI agents is the solution to the problem. AI agents can resolve many queries independently, and the rest are automatically routed to the most suitable human agent to guarantee a fast and effective resolution.”

Tugi Tark is a remote-first company headquartered in Tallinn, Estonia. The business has doubled its headcount in less than a year and is scaling rapidly to meet growing demand.

Five iGaming clients are set to onboard imminently, with further partnerships to be announced before the end of 2025.

“We understand high-value players, compliance, cost optimisation, player safety, and the nuances of iGaming support — because we’ve lived it,” added Lilja, who brings over a decade of experience in iGaming and a proven track record of elevating customer support across hundreds of brands.

“Every feature is designed to solve real-world challenges: regulatory pressure, global player bases, multi-brand operations, and 24/7 VIP care.”