The one feature operators stay for, and how to check it before choosing a platform

Why do companies leave a supplier? A global survey of nearly 4,000 B2B decision makers in 13 countries, published by McKinsey on 28 May 2026, found that the top reason for switching is inconsistent information from different teams, followed by not being able to reach knowledgeable people. 

Igaming operators will recognise both. Players judge an operator on every deposit, withdrawal and bonus. Operators judge their platform provider on how quickly the right answer arrives when one of those moments needs fixing. And when a platform contract comes up for renewal, that judgement carries real weight.

Here, Mariia Baranova, COO at NuxGame, explains what keeps operators with a platform partner for years, how to spot service that will last and which questions to ask before choosing a provider. 

EGR: Operators compare platforms feature by feature before choosing one. What decides whether they stay? 

Mariia Baranova (MB): How they are treated. Before becoming COO, I led account management, so I have seen first-hand that operators stay with a partner they trust. Trust is earned through a great product and a responsible approach to every client request. To build it, three things matter: fast responses, a deep understanding of client needs and one person who takes each task from start to finish.

Features help operators choose a platform. Service is why they stay. Before signing a contract, a provider naturally shows its platform at its best. Once the contract is signed, you work with that provider every day, including on a Friday evening before a big weekend campaign. That is when you truly get to know them.

The good news is service is one of the easiest things to check before choosing a platform, if you look in the right places.

EGR: Should operators see service as part of the platform they are buying? 

MB: Yes, because online casinos run 24/7, and for their players, the platform and the service behind it are one continuous experience. When you buy a platform, you expect your most critical partner to be right there whenever you need them. That is why our technical support works around the clock, every day of the week. For the operator, how fast the provider answers matters just as much as how fast a page loads.

I find the McKinsey results encouraging. Consistent answers and access to experts come from process, so an operator can check both before committing to a provider.

EGR: Has the way operators choose their partners changed? 

MB: Completely, because the market has matured. When I started working with operators, many of them picked whichever provider had the most games, payment methods and modules. Now, a big lobby and a full toolset are standard on any serious platform. Ours gives operators access to 18,500+ titles from 140+ providers. 

So today, operators look for a partner they can grow with. A casino needs different kinds of support at different stages, from launch to new markets to scaling up. The right partner brings people who understand the business and help it take each next step. 

Each of those steps also depends on the partners around the platform. Operators work with payment, CRM and KYC providers every day, so at NuxGame we built an ecosystem where those partners are already integrated and aligned with the platform. The operator spends less time managing vendors and more time running the business.

EGR: Every provider makes a strong start. How can an operator tell whose service will last? 

MB: Look for three signs. First, honesty over easy promises. A reliable partner has the courage to say “no” or set realistic expectations during sales, rather than promising the world just to close a deal. Clear, transparent boundaries build long-term trust.

Second, flexibility and compromise. Regardless of size, a great provider treats every client as a priority and stays open to finding realistic solutions that suit their business.

Third, care for its reputation. When a company genuinely values its brand and market authority, every team member invests their heart and soul into protecting it through consistent quality.

EGR: What does that kind of service need inside a provider? 

MB: Experts instead of handlers. A handler passes a request on. An expert takes charge of it until it is solved. One expert who owns a client beats five people passing tickets between them because every handover loses a little context and adds a little waiting.

Think of a family doctor: one person who knows your whole history, not five receptionists who each know a part. At NuxGame, every client has a dedicated manager who looks after the whole relationship and works with our product, technical and operations teams on the client’s behalf. Over the past six months, operators have rated that service 4.8 out of 5. 

I also train our managers to hear the business behind the question. When an operator asks about a bonus setting on a Friday, the real question is usually how to make the weekend campaign pay off. Answer that first.

EGR: How can an operator check a provider’s service before choosing a platform? 

MB: When choosing a partner, don’t just look at the tech. You need to understand how they operate at every stage of the relationship. Start by asking who will actually lead your project: is it a sales rep or a dedicated account manager? The level of commitment between these two roles is completely different. Ask how their support team works: do they answer at night, and what response times do they commit to? Get a clear picture of onboarding: what does their team handle, and what falls on your side? It’s also crucial to understand how they manage new feature requests and their product roadmap, and whether client feedback actually shapes their product. A great move is to ask for a call with the actual team assigned to your account before signing – ask them these questions directly, and you’ll instantly see what working together will really be like. 

EGR: A final word for operators choosing their next platform? 

MB: Choose the people as carefully as the platform. Features will keep improving everywhere, and that is good for the whole industry. But what an operator lives with, day after day, is the answer that comes back when they ask for help.

The best service frees you to focus on your players and your next campaign because you know every request is in safe hands. And it does something no other feature can: it learns your business. Every month, the person looking after your account knows it a little better. That is the one feature operators stay for. 

Mariia Baranova is the COO at NuxGame. She oversees how the whole company runs, from the processes behind every team to the reports clients receive. Before her appointment, Baranova led account management at NuxGame, working directly with the company’s operator clients.