SUCCESS STORIES
Gaming
1,000+ employees
Europe
50% of repetitive player inquiries automated across Chat & Voice
60% reduction in player response time
40% reduction in manual customer-service workload
Overview
A gaming company partnered with Mplus to transform player support and engagement by introducing AI-powered Voice, Chat and Email capabilities.
Operating in an always-on digital environment, the organization needed to provide fast and consistent support for account, payment, game, platform, campaign and promotion-related inquiries while managing changing interaction volumes.
Powered by the Graia AI platform, the solution creates a unified conversational experience across Voice, Chat and Email, enabling players to receive immediate answers, automate repetitive requests, and access campaign and service information through natural conversations.
The result is a more responsive and scalable player-support model that reduces repetitive workload for customer service teams while providing support around the clock for selected journeys.
Challenges
Gaming creates a demanding customer-service environment because players expect immediate support and can be active at any time of day.
Interaction volumes can also increase quickly during major events, product launches, and campaigns, creating additional pressure on customer service teams.
Key challenges included:
High volumes of repetitive player questions
24/7 customer expectations
Increased interaction volumes during peak periods and campaigns
Customer waiting times
Manual email processing and routing
Repetitive questions about accounts, payments, games and platform functionality
Repetitive campaign and promotion inquiries
Employees repeatedly searching for the same information
Different workloads across Voice, Chat and Email
Difficulty scaling human support quickly during demand peaks
Solution
The organization partnered with Mplus to deploy Graia AI-powered Chat, Voice and Email capabilities, creating an intelligent engagement layer across the player lifecycle.
Rather than relying exclusively on employees for routine questions, AI provides first-line support, retrieves relevant information, processes incoming emails, and transfers more complex situations to customer service teams.
The deployment included:
24/7 AI Player Support for supported inquiries
AI Chat Assistant for digital player support
AI Voice Assistant for natural-language phone interactions
Intelligent Email classification and routing
Support for account, verification, payment, game and platform inquiries
Campaign and promotion information for eligible players
Game and product discovery support
AI-to-human handover with relevant interaction context
Responsible-gaming and business-rule considerations
Continuous AI optimization across supported player journeys
The solution supports players across onboarding, everyday support, campaign communication and other service interactions, while keeping human employees available for complex cases requiring additional assistance.
Impact
The Conversational AI implementation changed how the operator manages high-volume player interactions across channels.
Players can receive immediate assistance for supported requests, while AI handles repetitive questions and processes incoming emails before manual intervention is required.
Key outcomes included:
50% of repetitive player inquiries automated across Chat & Voice
60% reduction in player response time
40% reduction in manual customer-service workload during campaign peaks
Greater availability of first-line support across the always-on player journey
Reduced waiting times for routine inquiries
Faster and more consistent access to account, payment, game and campaign information
Reduced manual email processing and routing workload
Greater capacity to handle increased interaction volumes during campaigns
More time for customer service employees to focus on complex cases
Mplus helped the gaming operator move from a predominantly employee-led support model to an AI-powered player engagement environment across Voice, Chat and Email.
Rather than treating each channel separately, Graia provides a shared conversational layer that can support player inquiries, retrieve approved information, process emails and escalate complex interactions to employees.
This enables AI to handle repetitive demand while customer service teams focus on situations that require human support and investigation.
The result is a more responsive and scalable player-support operation, with faster answers, lower manual workload and greater capacity during periods of increased player activity.
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