Superbet automates Eastern Europe Customer Support

Thinking digital-first, the leading sports betting and gaming operator in Romania incorporated AI to create an industry-leading customer experience and support its international growth plans.


  • Automation went live in 6 weeks
  • 37% of incoming chats were handled by AI without a support agent intervening
  • ...and are resolved 63% faster than when an agent was involved.
  • First responses are given 74% faster and after deploying customer service automation, conversations are now 10% faster.

About Superbet

Superbet is the leading sports betting and gaming operator in Romania and growing quickly in Poland. Superbet’s retail network spans across over 1,300 shops and offers customers pre-match and live sports betting, slots, virtual betting and lottery offerings. To bring their ambitious international growth plans to life, Superbet was undergoing a transformation from a retail into a digital-first company.

As part of their journey to becoming a technology company, Superbet started incorporating artificial intelligence (AI) into aspects of their core business.
Now, they want to use AI to create an industry-leading customer experience, while supporting their international growth plans into Central European markets.

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Decrease in First Response Time after Automation

Finding a solution tailored to the Romanian language

Superbet needed an AI solution that could provide accurate and winning customer experiences in Romanian, their largest market. With most AI built for the English language and translation layers resulting in poorer automation, Superbet struggled to find a quality provider and had to resort to using non-AI tools.

The Superbet team initially built their own chatbot in-house, which was based on a decision tree model of automated chat support. Building your own chatbot in-house is difficult and time-consuming. Furthermore, because these button-only tools are inflexible and limited the ability for users to interact conversationally, the customer experience suffered.


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

Superbet decided to drop the development of their internal chatbot, and focus on working with

Working with the team at 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. Getting agents excited about has been easy. Suggested responses help them resolve cases faster and they know that as they work with the AI, they train the automation to get better and free their time for more complex tasks.

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The first 100 days of Automation dedicated a customer success manager to help Superbet kick-off. The team further 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. The team were always there to support Superbet with implementation and optimisation.

We are delighted by the results we’ve achieved with We’re resolving customer issues faster than ever before and over 35% of requests are automated completely. Our customer experience has never been better! We are excited to continue our partnership together. We are impressed by the strength of’s technology. Romanian is a complex language and is the only AI provider we found that could support it, at native fluency, straight out of the box.”
Ramona Florescu, Head of Customer Service, Superbet

Within a few weeks, Superbet went live with AI providing suggestions to their agents for frequently asked questions. The more agents used these suggestions, the more the AI learned and, in turn, provided even more accurate answers. Six weeks after the suggestions went live, the chatbot, named iRina by Superbet’s team, began to answer incoming questions from customers automatically.

Native CRM integrations to automate agent workflows

Superbet understood the importance of integrating AI into their CRM, to augment and enhance their existing customer service workflow. Agents are able to continue their work from within Zendesk, while receiving assistance from Moreover, by natively connecting the two systems, Superbet can retain all their powerful custom Zendesk configurations and customers receive a unified customer experience within Zendesk.

A tailored approach to

Being a data-driven company, Superbet wanted to easily access the AI’s performance analytics from their own CRM. deepened their integration to Zendesk for this purpose, providing even more support to Superbet.

By implementing customer service automation, Superbet was able to decrease wait times in chat by 74%. Conversations are now near 10% faster and 37% of all incoming chats are handled entirely by iRina - with no human intervention. Superbet’s customer support team are now free to focus on complex conversations without interruptions and work more efficiently by having the repetitive questions answered by iRina.

Superbet migrate operations comtrade gamings online platform

Moving beyond just Chat

Superbet are happy with the results from iRina’s first 100 days, and are looking forward to provide winning experiences to their customers in further countries in the future. Superbet plans to use iRina while expanding to new Central European markets, starting with Poland and Cyprus, and will also include iRina as part of their website re-launch. Superbet is now able to provide 24/7 multilingual customer service across all the regions as they scale.

Superbet is so happy with the results of that now the two companies are building a roadmap together. Deeper integrations are on the horizon, with more powerful process automation across the customer journey.

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