How Novibet turned customer conversations into a company-wide strategic asset

Novibet is a game-tech company operating sportsbook, casino, and poker products across nine countries in Europe, Latin America, and Oceania. Founded in 2010, the company runs its own proprietary platform and has grown to over 1,400 employees, with a customer operations team that’s among the most decorated in Greece.

The iGaming industry puts specific pressure on customer service teams that other industries simply don’t face. Customers are betting real money, the stakes are personal, and during peak periods, those pressures compound fast.

For Afroditi Pina, Customer Operations Director at Novibet, peak season is an event that tests every part of her team every time it arrives.

The problem Novibet faced before EdgeTier wasn’t a lack of effort, but a lack of speed. When something went wrong during a high-traffic event, the process for identifying it looked like this:

• The first two or three customers reporting an issue were often overlooked or misunderstood.
• By the fourth or fifth contact, the team would start to suspect something was genuinely wrong.
• Then came the discussion phase: was this a platform issue, an agent misunderstanding, a comms problem?
• By the time the root cause was confirmed, queues had built, customers had already had a bad experience, and in the best-case scenario, at least an hour had passed.

That hour matters. In a competitive iGaming environment, most players use two or three platforms simultaneously. A bad experience during the World Cup doesn’t just cost you that session. It costs you the customer and that impacts revenue.

Novibet began working with EdgeTier three years ago, implementing a platform that could give the customer operations team full visibility into every conversation across every channel, in real time.

Novibet became heavy users of Sonar, EdgeTier’s anomaly detection engine. Sonar monitors every conversation, learns what normal looks like for a specific operation, and flags deviations the moment they form.

The difference in practice was stark. What previously took the team at least 30 minutes to identify, Sonar flags almost immediately, with context on what’s happening, how many customers are affected, and what they’re actually saying.

A recent example from Brazil illustrates the impact. Novibet sponsors Santos FC, one of the country’s most historic football clubs, and ran a commercial promotion tied to the club’s 114th anniversary. Shortly after launch, contacts started picking up. Sonar detected an issue with the promotion’s terms and conditions almost immediately.

This is the shift that matters: the customer operations team is no longer waiting to be told something is wrong. They’re the first internal team to know.

In the iGaming industry, responsible gaming monitoring is a regulatory and ethical obligation. Before EdgeTier, Novibet’s ability to catch concerning conversations depended on individual agents recognising the signs.

That created two problems: inconsistency, and the risk of things slipping through.

EdgeTier changed how Novibet monitors for responsible gaming signals. The system doesn’t just search for keywords but identifies intent, meaning that a customer expressing distress in indirect or ambiguous language still gets caught and routed to the dedicated responsible gaming team.

Novibet’s responsible gaming team is trained both internally and through partnerships with external carriers, including Kefia in Greece, a specialist organisation with psychologists and trained support staff. EdgeTier ensures those experts see the contacts that need them, every time.

Before EdgeTier, Novibet’s quality assurance process had the same structural flaw that every manual QA operation has: it was based on a small sample of interactions, which meant the team could only see a fraction of what their agents were actually doing.

With EdgeTier Coach, every interaction is reviewed. Performance trends are visible across the full team, not just the agents who happened to be sampled that week. And because scoring takes into account the nature of the contact, agents working high-pressure queues, where customers are already frustrated, are evaluated fairly.

This matters particularly in sports betting, where a customer who has just lost money on a bet is not in the same emotional state as someone asking a straightforward account query.

Three and a half years ago, when Afroditi joined Novibet, the team was primarily centred around customer support. Today, it’s something else: a strategic intelligence function that feeds insight into product, IT, commercial, and C-suite decision-making.

That shift didn’t happen by accident. It required making the data credible, making it measurable, and making it impossible to ignore.

Novibet now runs quarterly voice of the customer reports that are distributed from the company owner downwards and discussed at C-level. The findings feed directly into product sprints, commercial decisions, and IT priorities.

But quarterly reporting has a shelf life problem. Three months is too long to wait to find out whether a process is frustrating customers. So Novibet’s ambition, enabled by EdgeTier, is to run voice of the customer at least monthly, with daily spot checks when needed. That ambition is already becoming reality.

EdgeTier recently launched Ask Spotlight, an agentic AI analyst built directly into the platform. It can interrogate the full dataset of customer interactions, surface root causes, and generate reports in response to plain-language questions, the kind of deep analysis that previously required an analyst and several hours of work.

Novibet were among the first teams to use it. The reaction was immediate.