The system resolves state-specific betting queries and scales for surge volumes during live sports events.
Fanatics Betting and Gaming built a multi-agent customer support system on AWS to handle sports betting complexity across U.S. states. The system replaces decision-tree chatbots with autonomous agents that scale during peak events. The team designed it to resolve issues faster and more accurately than human-only support, reducing operational costs.
Fanatics Betting and Gaming operates across multiple U.S. states as part of the Fanatics brand family. Each state has distinct rules for payment methods, deposit limits, withdrawal timelines, and responsible gaming. The system handles more than 40 inquiries every two minutes during events like the NFL playoffs and the Super Bowl, with queries spanning accounts, betting rules, and self-exclusion options.
For builders and operators, the multi-agent approach handles domain-specific complexity without relying on a single model. The system detects problem gambling signs through conversational context, not keyword matching. The agent also knows when to escalate to a human agent, preserving compliance. Enterprises with diverse, regulated customer interactions can apply this blueprint.
The architecture supports future expansion as Fanatics grows across U.S. states. The team built the system to improve over time, not just scale in size. Operators should watch how the agent handles responsible gaming escalations during major sporting events. The multi-agent pattern provides a foundation for support systems in regulated industries.
What matters
- Fanatics Betting and Gaming launched a multi-agent AI system on AWS for customer support.
- The system scales to handle over 40 inquiries every two minutes during live sports events.
- Watch how Fanatics expands the multi-agent system to new states and regulations.
Why it matters
Watch how Fanatics expands the multi-agent system to new states and regulations.
This GenAI News article was prepared in original wording using reporting and materials published by AWS Machine Learning Blog. Source reference: https://aws.amazon.com/blogs/machine-learning/how-fanatics-betting-and-gaming-built-a-multi-agent-customer-support-system/.
Drafted by the GenAI News review pipeline.