Estonian Start-Up Targets iGaming Support with AI Tools

Estonian start-up Tugi Tark has officially launched with a focus on transforming customer support within the igaming sector through artificial intelligence and automation.

Emerging from stealth mode, the company aims to shift support models from reactive and manual to proactive and automated. Its platform uses large language models and machine learning, informed by a dataset of over 10 million historic igaming support tickets.

The core product offers AI agents capable of resolving a high proportion of cases autonomously, with increasing efficiency as they are trained by support teams. These agents operate continuously and support over 250 languages, eliminating the need for third-party translation tools or region-specific teams. According to the company, this feature reduces operational costs while improving response times for global operators.

The system integrates directly with payment platforms, enabling real-time support for failed deposits through automated player communication. Tugi Tark positions this as a method of improving customer satisfaction and reducing player churn.

Headquartered in Tallinn and operating as a remote-first business, Tugi Tark has doubled its workforce in the past year. The company reports that five igaming brands are due to onboard its solution, with more announcements expected before the end of 2025.

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.”

“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.”