iGaming compliance: redefined through customer support

iGaming compliance: turning service into strategy

In regulated iGaming and betting markets, compliance isn’t a box to tick, it’s the foundation of trust. From Know Your Customer (KYC) checks to Responsible Gambling workflows, operators must strike a delicate balance: keeping pace with player expectations while ensuring every interaction meets rigorous iGaming legal compliance and ethical standards.

As regulatory scrutiny intensifies globally, leading operators are rethinking the role of iGaming support: not just as a cost center, but as a compliance-critical touchpoint that can scale, adapt, and protect.

Rising risks in iGaming legal compliance

The volume and complexity of iGaming and betting compliance-related interactions are growing fast. Whether it’s affordability assessments, fraud alerts, or source-of-funds checks, gambling customer support teams face the pressure of handling sensitive issues in real-time, with zero margin for error.

According to the European Gaming & Betting Association (EGBA), its members sent an unprecedented 67.6 million messages promoting safer play in 2023, a 49% increase year over year. While efforts to promote safer play are scaling, integrity risks continue to escalate. The International Betting Integrity Association (IBIA), for example, cited 69 suspicious betting alerts across 23 countries and 10 sports in Q2 2025 alone.

The financial risk is equally steep. The global average cost of a data breach has hit $4.4 million, with customer Personally Identifiable Information (PII) being the most compromised data type (IBM and Ponemon Institute). This steep liability is why more iGaming and betting operators are shifting towards connected, consistent, and secure platforms for handling sensitive information from the ground up.

Unifying iGaming support for operational control

With so much regulated data moving through iGaming support, across chat, email, and messaging, iGaming legal compliance and security have become a CX imperative. And many teams are feeling the pressure. As AI adoption accelerates, so does scrutiny: the CX Trends Report 2026 from Zendesk shows that demands for AI transparency have risen 63% year over year, underscoring how unmanaged tools or “shadow AI” can create major compliance and trust risks.

Many teams are still juggling siloed systems, without the unified infrastructure to manage iGaming compliance workflows securely or consistently. When workflows span multiple tools and visibility is limited, mistakes become harder to prevent, and even harder to trace. This fragmented setup not only slows teams down but also significantly increases risk exposure.

• Swiss Casinos, for example, streamlined complex gambling support workflows on a unified platform, enabling agents to better navigate business-critical information – from game mechanics and promotions to Responsible Gaming (RG) protocols.
• Similarly, Bally’s Interactive handles complex KYC workflows via messaging and email. By supporting these sensitive regulatory conversations through an omnichannel platform, they ensure every KYC interaction is consistent, traceable, and continuous.

Scaling iGaming and Betting through data protection

As gambling and betting compliance demands grow, it’s no longer enough for operators to simply prove they meet regulatory obligations. The real differentiator is how effectively support teams can protect sensitive interactions at scale. That starts with selecting technology partners who uphold globally recognized standards such as SOC 2, ISO 27001, ISO 27018, and more.

Yet in practice, ticking the standards box is just the beginning. iGaming and betting operators with stricter obligations need additional, granular layers of control: the ability to apply comprehensive data retention policies and monitor access with detailed audit logs.

This is where such products as Advanced Data Privacy and Protection (ADPP) come in. It provides stronger oversight, including encryption key management and automated redaction of sensitive data.

These measures not only reduce compliance risk but also dramatically free up resources. For instance, with automated redaction, teams can flag personal data like bank account numbers for review, saving over 40% of the time agents typically spend on manual redaction. Privacy and protection, therefore, become more than a regulatory necessity, they become the foundation for agility and scale.

How AI is transforming iGaming compliance and support

There’s a long-standing assumption that regulation slows innovation, that in highly regulated industries, speed, automation, and AI are out of reach. But for forward-thinking operators, the opposite is proving true.

The businesses below, for example, are embracing AI, automation, and intelligent workflows—all without compromising their regulatory obligations:

• Swiss Casinos automates up to 50% of chat inquiries with AI while improving CX efficiency by 30%.
• Superbet reduced first response times by 74%, with an AI agent resolving 37% of chat inquiries.
• Jackpots.ch offloads 45% of chat volume to AI, which accurately understands 88% of incoming requests.

These aren’t just incremental improvements, they’re transformative shifts. And they’re happening within frameworks built for privacy, auditability, and operational control.

Ready to make CX and ES your winning hand?

If you’re looking to strengthen player retention, reduce churn, and build lasting trust in a crowded market, Zendesk can help. We partner with some of the world’s leading gambling & betting brands to design CX strategies that don’t just support players, they delight them.

Get in touch today to discover how Zendesk can make CX the strongest card in your deck.
Also, explore our latest “iGaming & Betting Industry Report 2025.”

Sources:

• Annual Activity Report 2025, The European Gaming and Betting Association (EGBA)
• Integrity Report: Q2 2025, The International Betting Integrity Association (IBIA)
• Cost of a Data Breach Report 2025, IBM and Ponemon Institute
• CX Trends Report 2026, Zendesk
• Swiss Casinos case study, Zendesk
• Bally’s Interactive case study, Zendesk
• Superbet case study, Zendesk
• Jackpots.ch case study, Zendesk