Betting on Customer Support: Zendesk and iGaming

Quick, easy, and effective constitute the cornerstone of any successful business; however, they take on a greater importance in the highly competitive and impulse-driven iGaming industry. In a previous article by my colleague Christa we had a look at how Zendesk offers the key to an efficient customer support team in the iGaming industry, and today we shall be taking a look at two Zendesk features that can turbocharge iGaming customer support.


A typical iGaming company offers games through a number of brands representing different casinos and bet shops, but which ultimately are run by the same firm and thus share the same resources.

Multi brand functionality is built deep into all of Zendesk’s features, allowing every customer-facing aspect of your support operation to be customised and tweaked to best represent its brand. Three separate brands, for instance, can have three separate sets of business rules, each customised with that brand’s HTML template and content and set to activate depending on the needs of the different customer bases.

Zendesk’s self-service features also benefit from Multi Brand. A Help Centre can be set up per brand, with that brand’s design, content, and localisation settings (language settings and translations). Support widgets can be customised per brand and linked to that brand’s Help Centre, while each Zendesk instance can have a unique host mapping to truly differentiate it.


For agents, managing all of these brand tickets could not be easier. Email, Zendesk Voice, Facebook, and Twitter contact points are associated with the relevant brands. Any tickets created from these contact points are easily identified by agents as belonging to a specific brand, and the brand’s business rules will automatically apply. Finally, View conditions mean that the ticket views can be further segregated by Brand, with existing views cloned and then slightly modified.

Dynamic Content

iGaming companies often operate in a number of markets with specific language needs, and managing translated content can quickly become impossible. Keeping translated phrases up to date can be a real challenge, and efficiently replying to tickets with said phrases can be a long and inefficient issue – unless you’re using Zendesk.

Zendesk’s Dynamic Content feature makes managing multiple languages a breeze. Dynamic Content works the exact same way as placeholders, whereby a placeholder is placed in a trigger, automation, or macro, which Zendesk will then convert to the right phrases or content. Default content is specified when creating Dynamic Content, then translations of that content are added as variants. This makes managing them far easier, as translated content is grouped by phrase in the Admin settings, and when one phrase is translated, administrators are notified that the other phrases may not be out of date.

In use, Zendesk will scan all end-users’ first communication with your help desk, detect the language, and set the requester’s language. Any business rule or macro used that contains Dynamic Content from then on, will replace the placeholder with the correct variant.

Consolidation and Automation

When considered individually both Multi-branding and Dynamic Content are very powerful tools, however when used together they are an excellent tool for iGaming operations. A single help desk and support team can quickly, efficiently, and effectively support multiple brands and markets, with their work being focused on supporting the customer and not internal administration.

And for the administrators? The ultimate benefit is consolidation: a change rolled out to one brand’s business rules can be quickly rolled out to others brands’ business rules, and updating of multilingual content is quick and painless. Win-win!

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