Superbet at a glance


The customer

The leading sports betting and gaming operator in Romania, offering customers pre-match and live sports betting, slots, virtual betting, and lottery offerings.


The market

Based in Romania and growing quickly in Poland, Superbet has their sights set on expanding internationally, especially into Central European markets.


The support team

An in-house team trying to transform Superbet from a retail-first into a digital-first company.


The channels

Superbet offers 24/7, mulitlingual support to customers via chat.


The situation

After finding building their own bot time-consuming and inflexible, Superbet was looking for a more sophisticated solution that could speak Romanian fluently.


The solution

Chat automation with a native Zendesk integration and the ability to speak Romanian at native fluency.

Getting started with Ultimate

When Ultimate connected with Superbet’s leadership, they were frustrated by their current solution and looking for change. Superbet wanted a provider that could deploy natively in their CRM provider, Zendesk, go live quickly, and guide them through building great conversational experiences. Importantly, they were looking for an AI-based solution that could handle the complex Romanian language.

Ultimate impressed them with their multilingual deep-learning technology and their strong Zendesk partnership. Superbet decided to drop the development of their internal chatbot to focus on working with Ultimate.

Ultimate dedicated a customer success manager to onboard Superbet in just a few weeks. They also helped the Superbet Operations and Customer Support leadership understand how to craft great conversations and rethink their approach to automated chat support using conversational design and industry best practices. Within a few weeks, Superbet went live with their virtual agent, iRina, who was able to instantly answer customer requests.

"Working with the team at Ultimate has been fantastic. The guidance they provided made sure we delivered great automated experiences to customers and hit an over 40% automation level from day one."

Elena Husar
Customer Service Lead, Superbet

No-touch resolution rate 37%
Reduction in FRT 74%
Faster resolutions 63%

AI use case spotlight: frontline support to assist agents

  • Superbet’s support team was looking to decrease wait times and resolve requests faster, while still providing winning customer experiences.

  • After implementing chat automation, their first response time was decreased by 74%, with 37% of incoming chats being handled entirely by their virtual agent, iRina — with no human intervention.

  • This gave agents more time to provide a personalized touch when it came to complex cases. Conversations are now resolved 10% faster overall, and 63% faster when both iRina and an agent have been involved. 

The success story


Seamless CRM integration

Customers get personalized, consistent experiences, agents can continue to work within Zendesk, and analytics are all easily accessible in Zendesk, with no data silos created.


Multilingual support

Superbet is now able to provide 24/7 multilingual customer service across all the regions as they scale across regions, including Romania, Cyprus and Poland.


24/7 customer service

With iRina on board, Superbet can effortlessly provide round-the-clock support without having to hire additional agents.



iRina has slashed wait times, entirely automated almost 40% of all queries, and freed up agents to focus on more complex tasks.

Ready to start your automation journey?