Tugi Tark selected for Pitch ICE Barcelona 2026

• Estonian AI customer service firm Tugi Tark chosen as one of 12 finalists for Pitch ICE 2026 from record 200% increase in applications.
• The competition at ICE Barcelona on 20 January offers €15,000 AWS credits and industry visibility to winning startup.
• Tugi Tark to demonstrate purpose-built AI agents for iGaming player support at 11:19am pitch presentation.

Tallinn-based customer service technology company Tugi Tark has secured a place among 12 finalists selected to present at Pitch ICE 2026 during ICE Barcelona, following the most competitive application process in the event’s history.

The international firm, which develops AI-enhanced customer service solutions for the iGaming sector, was selected from a field that saw applications increase by 200% compared to the previous year.

The competition reflects growing interest in ICE Barcelona as a platform for emerging technology companies targeting the global gaming industry.

Recognition for AI-powered player support

Pitch ICE has established itself as a closely watched startup competition within the iGaming industry. The event connects emerging companies with a jury comprising industry leaders, entrepreneurs and active investors who influence the direction of innovation in the sector.

Previous competitions have helped launch companies that subsequently secured substantial funding rounds and major partnerships. This year’s format allocates each of the 12 selected companies three minutes to pitch, followed by a live question-and-answer session with the jury panel.

The selection committee’s decision to include Tugi Tark among the finalists indicates recognition that customer service is evolving from operational infrastructure into a strategic differentiator. Operators increasingly compete on player experience as they expand across markets and brands.

Harpo Lilja, CEO of Tugi Tark, commented on the selection:

“Pitch ICE is highly competitive, so being selected, especially in a year with such a sharp increase in applications, is a strong signal. It shows there’s real interest in AI solutions that are built specifically for iGaming, not adapted from other industries.”

AI agents for regulated environments

Tugi Tark’s approach centres on AI agents designed specifically for iGaming operations rather than adapting technology from other sectors. The company positions its solution as a tool to remove friction from growth, enabling operators to scale across markets, languages and brands whilst maintaining service quality and regulatory compliance.

Lilja added:

“We’re not pitching AI as a buzzword or a futuristic concept. We’re showing operators how AI agents can realistically handle player support in a regulated, high-expectation environment, and where human oversight still plays a critical role. That balance is what operators are looking for right now.”

The company’s pitch will emphasise how AI agents can work alongside human support teams rather than replacing them entirely. This positions the technology as addressing operational challenges faced by operators managing multiple jurisdictions with varying regulatory requirements and language needs.

Competition details and prize structure

The winner of Pitch ICE 2026 will receive €15,000 in AWS credits, sponsored by Amazon Web Services, along with the Pitch ICE 2026 Trophy. However, participants typically value the industry exposure and investor connections generated by the competition as much as the formal prize.

All 12 finalists will present on Tuesday, 20 January 2026, from 11:00am to 12:30pm on the Pitch ICE stage. Tugi Tark will present at 11:19am for the allocated three-minute pitch duration.

Following the presentations, attendees can meet the Tugi Tark team and explore the AI platform at Stand PI03 in the Pitch ICE exhibition area, located between Halls 4 and 5. The presentations are open to all ICE Barcelona attendees.

Broader industry context

The 200% increase in applications to Pitch ICE 2026 reflects accelerating innovation across multiple areas of the iGaming industry. Startups are developing solutions spanning payments, marketing, game development and player protection, with companies at various stages competing for the 12 finalist positions.

The selection process evaluates not only what the technology achieves but also its relevance to the future direction of iGaming and its market timing. For customer service technology, the focus has shifted towards solutions that can scale internationally whilst meeting the compliance and quality standards demanded by regulated markets.

As operators expand their geographic footprint and brand portfolios, the ability to deliver consistent player support across languages and jurisdictions without proportional increases in support staff represents a material operational advantage. Technology that addresses this challenge whilst maintaining human oversight aligns with current industry priorities around responsible gambling and regulatory compliance.

The Pitch ICE competition at ICE Barcelona provides a concentrated opportunity for emerging companies to demonstrate how their solutions address these evolving industry needs.