There are a lot of moving parts to an iGaming operation, and each piece has an important role to fulfil to make the greater whole a success. Marketing has to be on point to attract new players. Payments have to work smoothly to keep the money flowing. Fraud teams need to be ever vigilant to stop bad behavior, and keep the site compliant.

Customer service frontliners play an important role as well. No other department deals with the immediate needs of the player like they do. No other department can understand faster what’s working, and what’s not.

This is why a well-equipped, well trained frontline can be a game changer for an organization. But it’s also why operations need to always check in on what’s happening in customer service, because they can tell you how to improve and get to the next level.

Betway recently received a £11.6 million fine from the U.K. Gambling Commission for overlooking several cases of potential money laundering and problem gambling. Now while the facts of their case could be up for interpretation, if customers ever interacted with agents of the company while depositing millions into their operation, those agents will have remembered those interactions.