In a fast-paced world where we do a tremendous amount of chasing our tails, we also do a sizable amount of grandstanding that efficiency is everything. Behind every seamless player experience lies a complex network of integrations, onboarding processes and techops that often demand hours of manual work and truly fly in the face of efficiency, thereby stifling creativity. For many operators and suppliers, this all too real reality means time-consuming troubleshooting, lengthy onboarding and teeth-pulling back-and-forth communication to resolve issues. 

Recognising this industry-wide, rock-hard place scenario, Hub88 has unveiled its latest innovation: Hub AI. A built-in virtual assistant designed to redefine how partners and customers interact with its platforms.

The challenge? Manual work slowing down a digital industry

Despite our digital nature, the igaming sector still relies heavily on human-driven support and manual processes. Operators and suppliers often find themselves juggling multiple dashboards, deciphering tech docs and waiting for support responses… all of which slow down operations (Yawn).

Integration requests can take longer than expected due to unclear documentation or miscommunication. Troubleshooting an issue might involve copying logs, submitting tickets and waiting for follow-up emails. For fast-moving businesses, these inefficiencies translate directly into lost time and delayed go-to-market opportunities. In an industry where speed and uptime are critical, the cost of waiting for answers can be high. 

Hub88 identified this persistent, mid-numbing bottleneck as an opportunity to bring the power of artificial intelligence to the heart of its user experience, or AIUE, if you will.

The smart assistant within an already valedictorian platform

Hub AI is Hub88’s multilingual assistant built directly into its platforms, including (pause for impact) the Operator Zone and Supplier Zone within HubConnect. Its purpose is simple but transformative: to give users instant access to accurate, context-aware answers and guidance, tailored to their specific role.

Accessible from the top bar, Hub AI opens in a sleek sidebar interface designed for desktop and tablet users. Once logged in, operators and suppliers can simply type their question, whether it’s about integration steps, API usage, troubleshooting or platform features, and receive immediate responses. 

Each answer is clear, concise and paired with direct links to the most relevant documentation. For technical queries, Hub AI can also include code examples or guidance on best practices. Hovering over any documentation link reveals a helpful tooltip describing what to expect before clicking through. The entire experience is designed to keep users moving forward without breaking their workflow.

Solving real problems in real time

The value of Hub AI lies in its ability to eliminate the downtime associated with traditional support. Instead of waiting for human agents or searching through dense documentation, users can resolve most queries in seconds. Consider, for a moment, a supplier integrating a new game. Instead of digging through pages of API references or submitting a support ticket, they can simply paste their error log into the Hub AI chat and ask for help. Within moments, the assistant not only diagnoses the issue but also provides a code snippet and a direct link to the exact documentation page needed for resolution. It’s unbelievably streamlined.

Nevertheless, for operators, Hub AI is equally powerful. It can clarify onboarding requirements, explain feature configurations or walk through data reporting processes, all in the user’s preferred language. By removing communication barriers and manual searching, Hub AI accelerates quite literally every step of the operational workflow.

Multilingual, contextual and always available

As we’ve briefly mentioned already, a standout feature of Hub AI is its multilingual capability. Recognising the global nature of igaming, Hub AI supports all major languages across Hub88’s operator and supplier markets. This ensures that international teams can access support in their native language, reducing misunderstandings and speeding up those cross-industry and, more importantly, cross-time-zone collabs.

Hub AI’s responses are role-specific. Operators and suppliers each receive information tailored to their access level and responsibilities, ensuring relevance and accuracy. This role-based intelligence not only improves the quality of support but also enhances platform security and overall UX.

…Which leads us to a smooth first-time experience

To make onboarding effortless, Hub AI greets new users with a short, interactive introduction the first time they click the ‘Ask Hub AI’ button. This quick tutorial outlines the assistant’s key capabilities, such as contextual documentation links, process guidance and technical support. In true serendipitous fashion, the AI also offers suggested starter prompts. Now we’re speaking the same language! Users can skip or revisit this introduction anytime, allowing them to get comfortable with Hub AI at their own pace.

Empowering but not replacing human expertise

While Hub AI automates the repetitive aspects of support, it doesn’t replace human expertise. For more complex issues, users are guided to reach out to Hub88’s dedicated support teams. This hybrid model ensures that customers receive both the speed of AI-driven responses and the depth of human insight when needed. If Hub AI cannot resolve a query, it transparently suggests rephrasing options or directs users to contact customer support.

Redefining efficiency for Hub88 partners

By integrating Hub AI into its ecosystem, Hub88 has not only enhanced user experience but also redefined efficiency for its partners. Tasks that once took hours can now be completed in minutes. The assistant empowers operators and suppliers to work more independently, with confidence that accurate information is always at their fingertips.

With that, Hub AI represents a shift in how the igaming industry approaches support and productivity. It’s a tool that embodies Hub88’s commitment to innovation, accessibility and partner prosperity. It’s an insurance that every user can focus less on searching for answers and more on achieving results.

Ollie Castleman is managing director of Hub88 at Yolo Group, responsible for overseeing execution of commercial and product strategies across the group’s game-changing suite of products.

Previously head of partner experience at both OneTouch and Bombay, in 2024 Castleman supervised the product team responsible for the launch of Hub88’s HubConnect, a back office that, in addition to Hub88’s powerful operator tools, introduced an industry first ‘Supplier Zone’ with distribution and performance insights for suppliers.

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