ICE PREVIEW


Experience the transformative power of AI-driven customer engagement


• Support teams who didn’t understand iGaming workflows.


• Agents who didn’t read tickets correctly. • Issues are pushed from one queue to another with no ownership.


Rdentify is a customer protection and engagement specialist that uses AI technology to enhance customer protection and engagement in a variety of industries. At ICE Rdentify will be discussing how it can empower organisations to navigate complex challenges while fostering safer and more meaningful interactions, says Head of Business, Daisy White.


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very January, ICE reminds our industry what scale looks like. The noise, the product launches, the partnerships, the ideas, big and small. But when you strip back the LED screens and the announcements, what keeps an operator’s business actually running day-to-day isn’t on a stage. It’s in the inboxes, the live chats, the payment queues, the KYC escalations, the bonus disputes and the moments where a player simply needs someone competent, human, and accountable.


That’s where my frustration and ultimately our business began. After years of working with operators who relied on outsourced customer support providers, I saw the same pattern repeatedly:


36 DECEMBER 2025 GIO


• Operators left managing the managers of the managers.


• Players left frustrated. • Brands left weakened.


Outsourcing should make life easier. It should offer cost efficiency, performance consistency, multilingual support, and trained expertise in regulatory and player- first environments. Instead, too often, it has meant compromise. And most of us based in Gibraltar and Malta have seen it first- hand.


Gibraltar is a hub for iGaming excellence, but surprisingly, there has been a real shortage of high-quality outsourced CS teams that genuinely specialise in the nuances of this industry. Not just reading a script or managing general enquiries, but understanding what sits behind every ticket: • KYC requirements that differ by market. • The specifics of bonus terms and player value segments.


• Fraud patterns and early-warning risk signals.


• Retention levers that stay compliant. • The expectations of players accustomed to speed and clarity.


RDENTIFY CONNECT


We built Rdentify Connect because we were tired of being let down by the very service providers who were supposed to help us. We believed CS could be done differently: with accountability, professionalism, and genuine care.


Our teams are English-first with additional language depth where it matters - Spanish, Arabic, German, and others as needed. Our training is rooted in the real operations of iGaming, player protection, payments, responsible gambling, and


FIND US IN THE PLAYER PROTECTION ZONE


At ICE Barcelona, you’ll find us where it matters most, in the Player Protection Zone on Stand SG6. Because support isn’t just a business function. It’s where the relationship between operator and player is lived, tested, and proven every day.


We’d love to talk about improving service standards across the industry. Not in theory, but in the way that actually changes outcomes.


loyalty mechanics. We don’t bounce tickets. We don’t hide behind “please escalate”. We own the problem, solve it, explain it, and feed improvements back to the operator. Because ultimately, great service is just responsibility in action.


And responsibility was on my mind tonight, funnily enough. I travelled from Manchester to London for a dinner arranged by a business group I’m part of, a room full of senior leaders, founders and execs. Except that when I arrived, the dinner had been cancelled. No communication. Someone assumed someone else had told me. Blame floating in the air but landing nowhere.


That small moment perfectly illustrates why we exist.


Bad service seems small until you realise it signals a deeper issue: a lack of care, structure, ownership and reliability. And in our world, that doesn’t just waste time; it affects player trust, operator reputation, regulatory standing, and revenue. Rdentify Connect is built on something very simple: • If a task lands in our lap, we own it. • If a player needs support, we support them.


• If a process needs improving, we improve it.


• Hard work and trust, not just slogans, but practice.


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