Customer service · Sports betting

Preparing a support team for the moments when emotions run high

A $2 billion betting and gaming company moved from passive e-learning to metric-driven interactive practice.

The challenge

What stood in the way

A team working through a plan at a whiteboard

Onboarding here is a race against the clock: seasonal agents have to bridge technical terminology and the emotional reassurance bettors need, fast.

Standard e-learning modules typically see a low 20% completion rate, and static manuals give agents no safe way to practice de-escalating a “Grievance Holder” or an “Angry Escalator.”

Without active practice, research suggests employees forget 70% of passive training within 24 hours.

The solution

What Creatium changed

Practice without real-world risk

Trainees could fail and retry scenarios with difficult personas (an “Angry Escalator” threatening to sue, say) until they mastered the objective, with no real-world risk.

AEAngry Escalator

If this isn’t sorted today, I’m calling my lawyer.

Attempt 1Escalated

Attempt 2Partly resolved

Attempt 3Objective met

Personas that react to you

The AI personas responded dynamically to input. Use personalization and build rapport, and the persona de-escalated; be dismissive, and it grew more frustrated.

Persona moodCalming down

CalmFrustrated

I hear you. Let’s get this fixed now.↓

That’s just our policy.↑

Feedback in every session

The platform gave immediate feedback on tone, word choice, and value articulation: a continuous loop of improvement. Sessions ran a tight 9.6 minutes, high-intensity practice that matches how people actually retain information.

Session feedback9.6 min

ToneStrong

Word choiceGood

Value articulationImproving

Next: acknowledge the delay before offering a fix.

Results

What changed for the team

2.4×higher engagement than industry benchmarks

65%improvement in de-escalation vs traditional training

~50%of practice sessions reached Mastery level

Results reflect this deployment, measured against industry benchmarks.

Real people, real progress

Creatium lets us keep up with the pace of our business without lowering the bar. ”

Jen Powers

Director of Learning & Development, a $2 billion betting and gaming company

The result

What the team got back

The platform’s data gives the team measurable insight into performance: sessions where trainees used high-empathy indicators scored 6.5 percentage points higher in overall success than those that didn’t.

By optimizing sessions to an average of just under 10 minutes, the team reached 14 hours of high-impact training without the scheduling constraints of live workshops.