Becoming Raphie: seven and a half years in the making

Conduet and gameLM are now Raphie — a new name for the business we have built and exciting growth ahead.

Conduet and gameLM have become Raphie. One name now carries both the company and the AI platform, and the decision behind it reflects how much this business has grown and evolved since its launch. 

Over the past seven and a half years, the company, the team, the technology and our capability have all grown significantly. Raphie reflects that progress and gives us a simpler foundation for the next phase of growth.

For the operators we work with, the relationship remains the same: the same high performing team, platform and support under a new name.

Where we started

Before there was a platform, there was a service. Early in 2019 Raphie set out on a journey to help leading iGaming operators differentiate their CX, through building and running dedicated player support teams, deeply trained in the realities of the industry. Working directly inside those environments taught us what market-leading support truly requires: gaming context, accurate answers, fast resolution and meaningful human judgement when the situation calls for it.

That operating experience became the foundation for the AI platform we have built since. The technology has matured alongside the business, from assisting human agents through CoPilot to automating selected contacts through risk-mitigated agentic automation - with custom operator rules, safeguards and responsible gaming escalation built into the way it works.

“Seven and a half years ago, we set out to raise the bar for player support in iGaming. What we have built since — the platform, the team, the depth of operating experience — is something I am genuinely proud of. The name Raphie brings everything together under one identity, reinforcing our commitment to building a unique AI platform that gives operators a real competitive edge — the critical context layer and agentic capability that drives better player interactions and meaningful growth in share of wallet. The opportunity ahead of us, globally, is significant, and we are really excited for this next chapter."

Justin Heath, Co-Founder at Raphie

What Raphie is today

Today, Raphie brings together our AI platform and the vital iGaming expertise behind it. Inbound customer support remains a core part of what we do, and it is where much of the platform has been proven in live operator environments.

The focus is player issue resolution, not simply deflecting a player enquiry. Our AI can work alongside human agents or handle selected interactions directly, with trained people available where judgement, sensitivity or escalation is needed.

The platform is already operating at scale. Current production results include 80%+ resolution and player satisfaction near 90%, supported by a global team of more than 500 experts.

"Raphie brings together everything we have learned about CX over the last seven years. Generic AI solutions ask a lot of operators: significant integration effort, risky automation hallucinations and underwhelming results. We have always believed there is a better way. Every solution we build is customised to the operator, and we have worked hard to make the path to automation as simple and safe as possible. That combination — deep customisation with low integration lift and a genuine delivery-partner model — is what allows our operator partners to unlock the full potential of AI without the complexity and risk that usually comes with it."

Alex Jones, Co-Founder at Raphie

How it works

Raphie connects to an operator’s existing PAM, helpdesk ticketing and other operational systems, using live player context and approved rules to resolve issues inside the workflows already in place. Its LLM model-agnostic architecture means the underlying AI can evolve as the technology rapidly improves, while built-in guardrails, responsible gaming logic and human escalation help keep interactions controlled.

That matters in gaming, where a wrong answer around a withdrawal, bonus or responsible gaming issue can quickly become a trust problem and churned customer. Raphie is built to do more than answer a question: it uses the right context and actions to help resolve the issue.

"We have gone from assisting agents to resolving contacts directly with our automated agent, but the engineering focus has not changed: deep integration with operator platforms, tuning on real gaming contacts and human quality responses. Deflection was never the goal, a short and accurate answer was, and that is the standard we are now taking beyond inbound support."

Alex Gould, CTO at Raphie

What comes next

For years, Conduet and gameLM described two parts of the same business. As the company and platform grew together, keeping two names became less useful and harder to explain.

Raphie gives us one clear identity for the unique business we have built, the broader role we now play for operators, and where we are going next.

Raphie is the next step toward the growth ahead. We are continuing to advance the AI platform, broaden where it can create value for operators, and keeping human expertise close to the technology where it matters.

Conduet and gameLM got us here. Raphie is the name we are taking forward.