How Support in Betbazar Evolved from Back-Office to Strategic Advantage

Karyna Sirbiladze, Head of Support at Betbazar, shares how her team has redefined the role of support in B2B iGaming — moving it from a background function to a strategic driver of partner success, and building a culture of ownership, trust, and proactive care that keeps partners growing and thriving.

Could you please share what role the support team plays in Betbazar? Why is it so important for the company’s partners?

At Betbazar, our Support team plays a much bigger role than just fixing problems when they happen. We’re a key part of making sure everything runs smoothly for our partners every day. We act as the main point of contact between providers, operators, and our internal teams. So whether it’s a technical issue, an integration, or a business question, we make sure it’s handled quickly and clearly.

In the fast-moving iGaming world, uptime and fast responses are critically important. Our partners need to know they can rely on us, and that’s exactly what we give them — trust, support, and peace of mind. We’re like their safety net, helping them focus on growing their business while we take care of the rest.

Support in B2B iGaming is often perceived as a “behind-the-scenes” function, but in Betbazar it plays a strategic role. How have you managed to elevate it to a level where it creates real value for your partners?

You’re right — in many companies, support is seen as something that happens in the background. But for us, support isn’t just about fixing issues —  it’s about building strong relationships with our partners and helping them succeed.

We did this by shifting our mindset from ‘support as a cost’ to ‘support as a value creator.’ We focus on proactive communication, tailored care for each partner, and regular feedback with both our commercial and technical teams. Our support team doesn’t just close tickets — we share insights, highlight areas for improvement, and even help partners launch faster.

By staying closely aligned with their business goals, we’ve become more than a support function — we’re part of their success story.

Could you share more about Betbazar’s support team? What qualities do you most appreciate in your colleagues?

Our support team is really special. It’s a mix of technical know-how, business understanding, and most importantly, empathy. We bring in and train people who not only understand the iGaming platforms and infrastructure but who also genuinely care about helping partners and building long-term relationships.

What I value most in my colleagues is their ownership mindset. They don’t just pass issues along — they take responsibility, see things through to the end, and often go the extra mile to deliver more than what’s expected. That sense of accountability and teamwork is what makes our support team stand out. It’s not just about solving problems; it’s about being a real partner our clients can rely on.

Do you have any favorite cases that showcase what exceptional support looks like at Betbazar?

Yes, absolutely. One example that really stands out is when one of our top-tier operator partners was getting ready to launch a big campaign during a major sports event. Right before the launch, they ran into a complex issue with a third-party content provider. Technically, it wasn’t even our responsibility to fix, but we knew how important this launch was for them.

Our team jumped in immediately. We coordinated with three different vendors, ran live tests, and came up with a workaround — all within a few hours. Throughout the process, we kept the client fully updated so they felt supported and in control. In the end, the campaign went live on time with zero downtime. Later, the partner even mentioned in their internal review that our support was a key reason for the campaign’s success.

For me, that’s what exceptional support looks like. It’s not just about fixing problems — it’s about taking ownership and doing whatever it takes to help our partners succeed.

In your opinion, how will the role of support in iGaming evolve over the next 3–5 years?

I think over the next 3–5 years, support in iGaming is going to evolve a lot. It’s going to be more predictive, more connected to the business, and much smarter thanks to AI and automation. Routine tasks and first-line questions will likely be handled by technology, which means human support teams can focus on the bigger things — like solving complex problems, giving partners data-driven advice, and helping them grow.

I also see support and customer success roles blending together more, especially in B2B. The line between fixing technical issues and supporting business development is getting thinner. At the same time, speed and personalization will stay critical in iGaming. So support teams will need to be both highly technical and great at building strong relationships.

What advice would you give to other companies that want to turn their support into a true competitive advantage?

My advice would be to stop thinking of support as just a necessary cost and start seeing it as a strategic investment. Hire people who not only know the technical side but also understand the business and care about building strong relationships.

Also, make sure your support team has visibility into your product plans and your partners’ goals. That way, they can be proactive and help solve problems before they even happen, instead of just reacting to tickets.

And finally, focus on what really matters. Of course, response times are important, but the bigger picture is partner satisfaction, how efficiently you resolve issues, and the actual value your support brings to their business. When your partners start seeing your support team as part of their own team, that’s when you know you’ve created a real competitive advantage.

About Betbazar

Betbazar is a B2B worldwide iGaming marketplace which has set a new sales standard, sourcing specialist iGaming products and advising on their role within existing strategies to deliver growth to our partners. The company’s ambition is building a digital iGaming marketplace that connects creators with operators to accelerate growth powered by best-in-class products.

Website: https://betbazar.com
LinkedIn: https://www.linkedin.com/company/betbazar

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