Start-Up Tugi Tark Launches AI Support for iGaming Operators

Estonian technology start-up Tugi Tark has officially stepped out of stealth mode with a focus on transforming how iGaming companies handle customer support. By blending artificial intelligence with years of industry experience, the company aims to replace slow, reactive service with smart, automated assistance.

Good to know

• Tugi Tark’s AI agents support over 250 languages.
• The company is remote-first and based in Tallinn.
• Five iGaming clients are preparing to onboard.

At the heart of Tugi Tark’s offering is a 24/7 AI agent platform, designed to resolve support issues instantly and accurately. These bots rely on large language models and a machine learning system trained on more than 10 million historical customer service tickets. As teams continue to fine-tune their AI agents, the platform becomes more efficient and hands off more tasks from human staff.

One of the key advantages for operators is that players receive help in their own language, regardless of where they are. There is no need for separate regional teams or translation tools. This cuts costs and speeds up service while improving user experience.

Delayed responses continue to frustrate players across the industry, especially during off-hours. Tugi Tark addresses this by offering round-the-clock AI coverage. A failed deposit, for example, triggers an automatic response as soon as the payment system shares the error message. The platform starts a chat with the player immediately, helping to resolve the issue without delay and reducing the chances of losing that customer.

CEO Harpo Lilja, who has over ten years of experience in the iGaming space, sees a clear opportunity to turn support from a cost into a competitive edge. “We’re convinced we can help operators transform player support from a cost centre into a strategic competitive advantage,” he said. “Support isn’t just about answering questions. It’s about creating momentum, trust, and loyalty.”

Lilja pointed out that keeping human support staff available across global time zones is both expensive and difficult. Staff turnover is high, and talent is limited. That is why Tugi Tark combines human agents with AI to balance speed, consistency, and quality. The AI handles most of the routine work, while complex cases get passed to the right human agent.

As of now, Tugi Tark is growing quickly and plans to announce several new partnerships before the end of 2025. The company believes its deep understanding of player behavior, compliance needs, and the demands of 24/7 service gives it an edge as it scales across global iGaming markets.

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