EdgeTier Secures Betsson Group as new customer to power AI-driven customer insight and service optimisation

We’re excited to announce that Betsson Group is now live with EdgeTier across its European and Latin American support operations.

As one of Europe’s largest online gaming companies, Betsson manages a multilingual customer support operation that handles thousands of daily player conversations, across chat, email, and voice, in 25+ markets. 

At that scale, the challenge isn’t just support volume; it’s visibility.

• Which issues are affecting customers right now?
  
• Where is frustration building up?
  
• How can we catch problems before they escalate?

As Betsson continues to grow, the team was looking for a better way to understand the finer details of customer interactions, without relying on manual monitoring or reporting. They wanted real-time insight into what customers were talking about, which issues were emerging and where, and how to improve support quality and efficiency at scale.

Understanding conversations in real-time

EdgeTier is now helping Betsson automatically identify why players are getting in touch, what online casino games, betting products, or platform features are driving contacts, and what trends are emerging across different regions, languages and brands.

The platform provides live insight across all channels, so the Betsson teams can act quickly when something changes – whether it’s a spike in failed deposits, a surge in login issues or a percentage increase in customer frustration.

To help Betsson deliver high-quality support quickly, the AI reduces time spent reviewing conversations by summarising individual chats and using the Spotlight feature to surface trends across multiple interactions, helping managers quickly identify and act on emerging issues without manually reading through hundreds of chats.

Supporting responsible gaming

A key priority for Betsson is its commitment to responsible gaming. With granular topic and region alerts, the team can now spot early signs of potentially harmful behaviour directly from customer conversations. This enables them to step in sooner, support at-risk players, and take action before small issues grow into larger ones, helping protect both players and the business. 

Smarter quality assurance and coaching

Instead of sampling a handful of conversations, the team can now assess 100% of customer interactions automatically.

AI-assisted scorecards and evaluations can be sent straight to agents, giving them faster feedback and helping team leads deliver more targeted coaching. It’s easier to spot knowledge gaps, support team performance and ensure consistently high-quality service.

“Betsson isn’t just scaling support, they’re setting the standard for how global gaming operators should use AI,” said Shane Lynn, CEO of EdgeTier. “They’ve moved beyond manual monitoring to real-time insight, allowing them to protect players, spot issues early, and drive service quality at scale. We’re proud to support such a forward-thinking team.”

EdgeTier is now fully deployed in Betsson’s European and Latin American hubs, driving customer insight and service optimisation at scale.

Speaking about this partnership, Apostolos Dousias, Chief Operating Officer at Betsson Group said, “Our vision is to deliver the best customer experience in the gaming industry, and that means continuously investing in tools that help us better understand and support our players. EdgeTier gives us real-time insight into customer interactions across markets, helping us address issues before they escalate, and enabling our teams to focus on what really matters – improving the overall player experience. It’s a promising collaboration, and we look forward to exploring how this technology can help us scale with quality.”