Tugi Tark

History and Founding

Tugi Tark was born from hands-on experience in the iGaming customer support trenches. The company started as a premier customer support outsourcing provider, serving as the trusted voice for hundreds of client brands. As the industry evolved, the founders saw that traditional outsourcing alone could not keep pace with rising player expectations and operational costs. They pivoted to building a cutting-edge AI support platform—Tugi—that combines deep industry expertise with advanced natural language processing and machine learning. The company was founded in 2024 by Harpo Lilja, who previously led customer support operations for many iGaming brands.

Core Product

The core product is an AI agent purpose-built for sportsbook and casino operators. It is trained on a vast corpus of real iGaming interactions (10M+ tickets) and understands player intent, context, and industry jargon. Key features include AI agents that know iGaming, real-time multilingual support across 249+ languages, comprehensive dashboards and analytics, proactive support that detects failed deposits, and seamless human handoff for complex cases. Operators can create custom AI agents for each brand and market in minutes, adjusting tone of voice, knowledge base, and terms & conditions. The platform integrates with existing CS tools and systems.

Partnerships and Market Presence

Tugi Tark has been active in forming strategic partnerships. In August 2025, it announced a partnership with WebPrefer, the Swedish company behind the Wepam iGaming platform. In June 2026, it partnered with Casino Elite, and in May 2026 with The Stakehouse. The company was also named one of 12 startups selected to pitch at ICE Barcelona 2026, highlighting its innovative approach. These partnerships demonstrate Tugi Tark's growing footprint in the iGaming ecosystem.

Business Model and Positioning

The company positions itself as a bridge between traditional customer service and AI automation. It claims to cut per-ticket costs by 65% while improving player satisfaction through 24/7 availability. As the iGaming industry faces increasing pressure on margins and player retention, Tugi Tark offers a compelling, vertical-specific solution that goes beyond generic chatbot platforms. The company's revenue model likely involves subscription or per-ticket pricing, though specific details are not publicly disclosed.