Tugi Tark, a company specialising in AI-driven customer service for online casino, has emerged from stealth mode with its official launch.
Tugi Tark, a new company specialising in AI-driven customer service for online casino operators, has emerged from stealth mode with its official market launch.
The company, whose name translates to “smart support”, leverages a combination of large language models and machine learning to power an intelligent platform offering customer service via AI agents.
Tugi Tark also leans on a dataset of more than 10 million iGaming customer service tickets resolved over recent years to provide 24/7 support in more than 250 languages.
According to a press release published by the company today (24 June), its AI customer service agents are able to resolve a significant percentage of cases independently, with a view to streamlining the player experience and freeing up human staff to focus on higher value tasks.
The business added that it aims to resolve “one of the biggest frustrations in iGaming customer support”: Slow response times to queries.
“We’re convinced we can help operators transform player support from a cost centre into a strategic competitive advantage,” said Tugi Tark founder Harpo Lilja, who was previously CEO of iGaming-focused customer support and payment service provider, Rubiko.
“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.”
To support its official launch, Tugi Tark has doubled its headcount over the past year and continues to scale to meet demand, the company said.
It is a remote-first company headquartered in Tallinn, Estonia, and is set to onboard five iGaming clients immediately with further partnerships to be announced this year.