Raphie and BetSaracen: How a Customer Support Team Became a Fully Automated One

Raphie's CX operation for BetSaracen – built from the ground up in 2022 – has now reached end–to–end automation for supported ticket categories, while sustaining player satisfaction above 90%. 

Raphie, the iGaming-native customer support and CX provider, developed BetSaracen's CS and payments operation from back in 2022. That same operation has since evolved into a mature AI support deployments in a regulated North American sports-betting market, with Raphie's AI platform now handling 50% of ticket volume end-to-end, and expanding further as more of the player journey gets automated. 

When BetSaracen prepared to launch in Arkansas, Raphie took ownership of that build from day one – recruiting and training a dedicated team of agents and payments specialists with both iGaming and financial–operations experience. Within weeks, Raphie had 24/7 coverage in place across account issues, promotions, and payment requests, alongside a dedicated payments and fraud function managing withdrawals, chargebacks, and AML/KYC checks. 

That human–built foundation is what made AI support automation possible without disruption. Rather than automating broadly from day one, Raphie introduced AI support gradually – starting with the ticket categories fastest and safest to automate, and expanding coverage as the model proved itself against real player outcomes. Today, 50% of BetSaracen's ticket volume is resolved through agentic AI automation, with additional categories being integrated on an ongoing basis. The approach reflects a deliberate philosophy: automation rate is a byproduct of getting resolution quality right, not a target to chase on its own. For BetSaracen, that has meant lower cost–to–serve as the market has grown more competitive, without sacrificing the player experience that built its reputation in the first place. 

BetSaracen's approach – an AI support esolution layer built directly on top of a CS operation, rather than added on separately – is designed to meet that pressure without compromise. 

"BetSaracen is proof of what happens when CX is built as core infrastructure from day one, not layered on after launch," said Justin Heath, Co-founder and CEO at Raphie. "Once that foundation is right, everything else follows naturally, including AI support automation. We built the operation, understood it deeply, and automation became the next logical step once we knew exactly where it could help without costing players anything. That's what's kept satisfaction above 90%." 

"Raphie has been a valuable partner of ours, providing our BetSaracen customers with excellent support," said Neal Atkinson, Senior Director of Sportsbook at BetSaracen. "Their focus on iGaming sportsbook operations and experience working directly with PAMs and ticketing systems have played a crucial role in enhancing player experience and operational efficiency, solidifying BetSaracen's position as market leader in Arkansas." 

Results to date: 

• Launched full CX and payments operations in weeks, not months, at market entry. 

• Currently automating approximately 50% of ticket volume end-to-end, with ongoing expansion into new categories. 

• Maintained 24/7 player support since launch. 

• Achieved and sustained 90%+ player satisfaction. 

• Reduced cost–to–serve through automation without compromising resolution quality. 

About Raphie 

Raphie is an iGaming–native customer support company with proprietary AI technology. Raphie partners with iGaming operators – sportsbooks, online casinos – to enhance their CX processes and capabilities, transforming customer journeys and positively impacting success metrics, such as player satisfaction, retention, LTV and churn. 
 
For eight years, the company has built and operated a turnkey iGaming platform for operators, and ran the player support function itself – hiring, training, and managing teams of up to 200 agents for a single brand. That operational foundation now powers Raphie's AI platform, which has helped migrate operators from heavy human operations to 80%+ automation end–to–end, without trading away the player experience. Raphie helps operators protect player loyalty and scale player support without rebuilding their operation. Built for regulated markets and enterprise operators. Learn more at www.raphie.com. 

About BetSaracen 

BetSaracen is Arkansas's premier mobile sports wagering platform, commanding the dominant share of the state's regulated gaming market. The platform delivers secure, friction–free transactions and a betting experience built for its market, solidifying its position as a leading force in the state's digital gaming landscape. 
 
 

Media Contact 

Eva Strnadova
Brand & Content Marketing Manager 
eva.strnadova@conduet.com 

Raphie • www.raphie.com