When launching an iGaming project, every operator faces the dilemma of how to organize its customer support services effectively. Should they be managed in-house or outsourced? SOFTSWISS, an international technology provider with over 15 years of experience in iGaming, offers a cost comparison to help solve the problem.
Through years of providing high-quality customer support to its Casino Platform customers, SOFTSWISS Managed Services has gained strong recognition among industry leaders.
In 2023 to 2024, the solution received several awards for its exceptional contributions to responsible gaming practices and excellence in customer support. Drawing on their in-depth experience, SOFTSWISS experts share their insights into organizing customer support services.
In-house services vs. outsourced: pros and cons
Cost savings, flexible payments depending on project scope and workload, increased operational efficiency and access to specialized knowledge are undeniable advantages of outsourcing customer support services.
Additionally, an outsourced support team eliminates the need to invest in recruiting, hiring, training, and managing staff, allowing companies to focus on core operations while reducing overhead costs.
The main advantage of the in-house model and something that outsourcing typically does not have is greater control over a project. At the same time, outsourcing frees up time and human resources, allowing operators to prioritize high-impact strategic initiatives rather than getting bogged down in routine service management tasks.
When it comes to customization, experts generally don’t classify it as a distinct advantage or disadvantage of either model.
At SOFTSWISS, when launching any iGaming project, the team asks operators to fill out a specialized questionnaire. The responses are then used to customize customer support services to the unique needs of each project.
SOFTSWISS Tips for Customer Support Services
When setting up a back office for an iGaming project, the first step is to determine the “must-have” services to be provided. Based on SOFTSWISS experience, the gold standard includes the following:
- Top-notch support. To ensure a smooth project flow, an operator needs at least five in-house experts to provide comprehensive support to players. As the player base grows in multiple locations, additional experts will be needed to provide multilingual support.
- Anti-fraud support. On some projects, a single professional may be able to handle all of the necessary tasks. The challenge is the high cost of these specialists, which can vary depending on the country of recruitment.
- VIP player support. VIP players generate around 60% to 80% of project revenue and need an exceptional approach.
- Ongoing retention support. Developing clear marketing strategies and action points to increase player loyalty and retention takes a lot of time and requires deep industry experience.
The costs of creating an in-house service to fulfill the above functions start at 25,000 euros, while outsourcing can reduce these expenses by almost half.
Enhanced customer support services
Various additional services play a key role in increasing player loyalty, engagement and lifetime value. SOFTSWISS experts highlight the following:
- Initial retention setup. It is a unique service to prepare player segmentation and configure welcome letters, bonuses and promotional campaigns, allowing the project to start fully functioning from day one. This service does not require ongoing attention.
- Player reactivation. Experienced professionals help manage failed payments and reactivate inactive players.
- Content management. This service guarantees a seamless user interface, up-to-date content, and a robust communication system. A clear, easy-to-use website helps attract users and convert them into active players.
Minimum costs for additional services are around 7,500 euros and differ only slightly depending on whether they are organized in-house or outsourced.
The challenge is to independently establish several unfamiliar processes from scratch, especially without prior experience. Furthermore, some specialists may not be needed full-time, and organizing part-time work may be inefficient.
Artyom Rudakov, Director of Managed Services at SOFTSWISS, summarizes: “Choosing the right model for your customer support organization depends on a company’s specific needs.
It should depend on the stage of the project lifecycle, forecasts, management capabilities, and a business approach tailored to geography and local labor market opportunities. In some cases, a hybrid model, combining in-house and outsourced support, can offer the best of both worlds.”
SOFTSWISS will participate in the SBC Summit in Lisbon on September 24th to 26th. For more information, partners can schedule a meeting at booth B-160.