Smart, AI-enhanced customer service firm Tugi Tark selected for Pitch ICE Barcelona 2026

In what has become the most competitive selection process in the event’s history, Tugi Tark has been chosen as one of just 12 startups to present at Pitch ICE 2026 during ICE Barcelona, the iGaming industry’s flagship global event.

This year’s competition saw a 200% increase in applications compared to the previous year, reflecting the heightened interest in ICE Barcelona as a launching platform for emerging technology companies. From hundreds of applicants worldwide, Tugi Tark was selected to make its case for how AI agents purpose-built for iGaming can transform player support at scale.

What is Pitch ICE?

Pitch ICE has established itself as one of the industry’s most watched startup competitions. The event brings together emerging iGaming companies and a carefully selected jury of industry leaders, successful entrepreneurs, and active investors who shape the direction of iGaming innovation.

Previous Pitch ICE competitions have launched companies that went on to secure significant funding rounds and major partnerships. This year’s competition format gives each of the 12 selected companies three minutes to pitch, followed by a live Q&A session with the jury. The challenge isn’t just to explain what the technology does, but to demonstrate why it matters to the future of iGaming, and why now.

Standing out in a crowded field

The 200% increase in applications reflects the surge of innovation happening across the iGaming industry. Startups are tackling everything from payments and marketing to game development and player protection. The competition includes companies at various stages, working on diverse problems across the iGaming value chain.

The selection committee’s choice to include Tugi Tark among the 12 finalists signals recognition that customer service, often overlooked as infrastructure, is becoming a strategic differentiator as operators compete on player experience.

Rather than positioning AI as a replacement for human support teams, the pitch emphasizes how AI agents can remove friction from growth, enabling operators to scale across markets, languages, and brands without sacrificing service quality or regulatory compliance.

The Stakes: €15,000 in AWS credits and industry recognition

The winner of Pitch ICE 2026 will receive €15,000 in AWS credits, sponsored by AWS, along with the Pitch ICE 2026 Trophy. But for most participants, the real value extends beyond the prize.

Harpo Lilja, CEO of Tugi Tark, reflected on what the selection means for the company: “Pitch ICE is highly competitive, so being selected, especially in a year with such a sharp increase in applications, is a strong signal. It shows there’s real interest in AI solutions that are built specifically for iGaming, not adapted from other industries.”

He continued: “We’re not pitching AI as a buzzword or a futuristic concept. We’re showing operators how AI agents can realistically handle player support in a regulated, high-expectation environment, and where human oversight still plays a critical role. That balance is what operators are looking for right now.”

When and where to see Tugi Tark at ICE Barcelona

All 12 Pitch ICE finalists will present on Tuesday, January 20th, 2026, from 11:00 a.m. to 12:30 p.m. on the Pitch ICE stage. Tugi Tark will present at 11:19am for exactly three minutes!

Following the pitches, attendees can meet the Tugi Tark team and explore the AI platform in person at Stand PI03 in the Pitch ICE exhibition area, located between Halls 4 and 5. 

The presentations are open to all ICE Barcelona attendees – come see us!