From risk monitoring to bonus management, Operations Teams at the SOFTSWISS Sportsbook ensure that every process runs like clockwork. What began as a small department of a few specialists has evolved into a coordinated system supporting partners worldwide 24/7. In this interview, Iren Kuznetsova, Head of Operations at SOFTSWISS Sportsbook, talks about the people, structure, and vision behind the teams that keep the Sportsbook product strong and secure every day.
How are Operations Teams organised at the SOFTSWISS Sportsbook?
– We have three departments, which ensure product operations: the Business Account Management (BAM) team, the Technical Account Management (TAM) team, and the Risk Management team. These teams provide our partners with all the necessary support and make sure that managing the sportsbook is never a problem for them. Operations Teams are responsible for ensuring the stable performance of the platform and mobile app, developing and maintaining bonus programs and creating a comfortable environment for the partners to make project management easier for them.
How does the Business Account Management team help partners run their sportsbook operations, and what are its current priorities?
– The Business Account Management team can be described as the operational hands of our partners. Many operators don’t always have the time or resources to manage their sportsbook efficiently, so our managers step in to support. Working closely with the Risk Management team, BAM specialists help partners create welcome offers and maintain bonus programs, and develop effective player reward systems. The team also compiles monthly sports lists to keep each partner’s sportsbook vibrant, engaging, and up to date.
Recently, we decided to evolve the role of the Business Account Manager toward a more partner-oriented function. Many of our partners expressed interest in seeing this approach as part of our broader service offering, so we decided to try it.
Can you give an example of a bonus project you’ve implemented?
– Our teams often create special bonus projects tied to holidays or major sporting events to make the Sportsbook experience more engaging and dynamic. One great example is our Easter gamification program, inspired by the traditional Easter egg hunt concept. The goal was to make it easier and more enjoyable for players to explore the Sportsbook and discover its features step by step.
Each day, a new task appeared on our partners’ promo pages, encouraging players to complete challenges, unlock rewards, and explore different sections of the platform. This interactive approach increased engagement and player activity and also helped partners strengthen loyalty among their audiences. It’s a good reflection of how we combine creativity, data, and collaboration with our partners to make the product intuitive, fun, and rewarding to use.
How does the Technical Account Management team work with partners throughout the project lifecycle?
– Technical Account Managers work closely with Business Account Managers from the outset of every Sportsbook client project, supporting setup and managing all technical operations thereafter. Each partner is assigned a dedicated Technical Account Manager who guides the project from integration to stable operation. They conduct demos, explain how to use the tools, and ensure that everything runs smoothly – from integrations to the website design. Typically, Technical Account Managers stay with the partner long-term. They know each project inside out, respond quickly to any technical questions, resolve issues, and make sure the product performs flawlessly. Constant communication and proactive support are at the heart of their work.
We believe that strong technical support shouldn’t end after launch. That’s why, typically, Technical Account Managers stay with the partner long-term.
How do you approach working with VIP players to ensure a personalised and engaging experience?
– VIP players are a key focus for many of our partners, and we fully understand the importance of maintaining strong and trusting relationships with them. That’s why we’ve developed a dedicated VIP Player Support Managed Service, which provides a fully personalised approach from our Risk Management Team. We help partners identify their top players, analyse their preferences and behaviours, and then tailor offers, rewards, and communication strategies accordingly.
What makes this approach effective is the close collaboration between our Operations Teams. Business Account Managers, together with our Risk Management specialists, ensure that every decision – from bonus allocation to communication frequency – is based on both business logic and real player insights. This balance helps partners keep their most valuable players engaged while maintaining a sustainable and responsible business model.
What role does the Risk Management team play in helping partners ensure safe and reliable operations?
The Risk Management team is at the heart of maintaining fair and secure sportsbook operations. Their role goes far beyond monitoring – they actively protect both partners and players by identifying suspicious activity, managing betting limits, and ensuring compliance with risk policies. This helps partners minimise losses while maintaining the integrity of their sportsbook environment.
Our specialists also assist partners in optimising their risk profiles and building balanced betting ecosystems. By analysing player behaviour and betting patterns, the team can provide tailored recommendations that reduce exposure to high-risk scenarios. It’s a proactive, data-driven approach that allows partners to focus on growth while knowing that their operations are in safe hands.
Five years ago, the team started with only three risk managers; today, it includes more than 30 specialists. Several new subdepartments have been established to make risk management processes faster and more efficient, keeping pace with the industry’s rapid development.
How do you detect suspicious player activity and manage bonuses effectively?
– Detecting suspicious player activity is a continuous and data-driven process. Our teams use a mix of automated monitoring tools and manual analysis to identify irregular patterns in betting behaviour, account activity, and bonus usage. When something looks unusual, our Risk Management specialists investigate immediately, ensuring that partners stay protected and that gameplay remains transparent and fair.
The same data-driven approach applies to bonus management. By analysing player segmentation, betting trends, and engagement metrics, we help partners fine-tune their bonus strategies and offer rewards that truly resonate with their audiences. Looking ahead, we’re focusing on expanding automation in these areas – developing internal tools that allow for faster detection, smarter recommendations, and more efficient management of promotional activities. This balance of human expertise and technology helps us deliver both precision and flexibility to our partners.
What is the most important thing you would say about all your Operations Teams?
– The success of the Sportsbook depends on seamless collaboration between all Operations Teams. Each team – Business Account Management, Technical Account Management, and Risk Management – brings a different kind of expertise, but it’s the way they interact that truly drives value for our partners. When these functions work together, they create a single, well-coordinated system that ensures every aspect of the Sportsbook – from setup to risk control – runs efficiently and consistently.
This collaboration also makes it possible to respond faster to partners’ needs. Whether it’s adjusting a bonus campaign, solving a technical issue, or analysing player activity, our teams act as one – sharing insights, data, and goals. It’s this unified approach that allows us to deliver stability, transparency, and innovation at every stage of the partnership.
