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Fanatics Betting and Gaming Implements Multi-Agent AI for Customer Support on AWS
Key points
- FBG built a multi-agent AI system on AWS for customer support.
- The system addresses complex, state-specific sports betting regulations.
- It aims to resolve issues faster and reduce costs.
- Support volume surges during major sporting events.
Addressing Customer Support Challenges in Sports Betting
Fanatics Betting and Gaming (FBG) created a multi-agent customer support system using AWS to tackle the unique demands of the sports betting industry. Customers require immediate and precise answers, especially during live events, regarding account issues, deposit limits, and state-specific regulations. Traditional chatbot solutions often fail to handle this complexity, leading to customer frustration and increased costs due to growing human agent queues.
FBG's Operational Context
FBG is a sports betting platform that operates across multiple U.S. states, serving a growing user base. The company experiences high-traffic events, such as NFL playoffs and the Super Bowl, which necessitate around-the-clock support. As part of the Fanatics family of brands, FBG combines technology with sports expertise.
Multi-Agent AI System Development
To manage exponential growth in support volume, FBG's engineering team developed a multi-agent AI system on AWS. This system is designed to resolve customer issues more quickly and accurately, at a lower cost than relying solely on human agents. The architecture, AWS services utilized, and design patterns are detailed for others considering similar solutions.
Specific Challenges Faced
The existing support model required more human interaction per customer, leading to higher operational costs that scaled with the customer base. A significant challenge is the variation in regulations across U.S. states regarding payment methods, deposit limits, withdrawal timelines, and responsible gaming requirements. This means a customer in Indiana receives different information than one in New Jersey. During major sporting events, support requests can exceed 40 inquiries every two minutes, requiring instant scalability without compromising response quality. The diversity of queries, from transaction history to betting rules, further complicates support, and operators must also identify and respond to signs of problem gambling in real time.
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Reporting from
Fanatics Betting and Gaming (FBG) developed a multi-agent AI customer support system on AWS to manage the complexities of sports betting inquiries, which vary by jurisdiction and surge during live events. This system aims to provide faster, more accurate customer service and reduce operational costs compared to human-only support models. The implementation addresses the challenge of diverse, time-sensitive customer queries in a highly regulated industry.