On June 24, 2025, the Estonian startup Tugi Tark announced its official establishment, dedicated to revolutionizing customer service in the iGaming industry through artificial intelligence and machine learning.
Tugi Tark (meaning "Smart Support") has launched an AI-driven support platform capable of handling user requests in over 250 languages, specifically tailored for online gambling platforms operating across markets.
This system is trained on over 10 million historical customer service data points, integrating large language models with real-time APIs, and has autonomously resolved a multitude of common player issues, significantly reducing the burden on human customer service. The AI customer service is available around the clock, not only improving response times but also proactively communicating in scenarios like payment failures, effectively reducing player churn.
Harpo Lilja, CEO of Tugi Tark, stated that the platform aims to transform "customer service from a cost center into a strategic asset for operators." She highlighted that in core challenges such as VIP retention, global compliance, and brand differentiation, efficient customer service is becoming a key determinant of success. Tugi Tark has already attracted five iGaming operators with plans to onboard more by the end of 2025.
The Tugi Tark team, based in Tallinn, has implemented remote working and has doubled in size within a year, demonstrating strong demand and growth potential in the iGaming track.
