Tugi Tark Selected to Pitch at ICE Barcelona 2026: One of 12 Startups Chosen from Record Applications
Tallinn, December 2025 – In what has become the most competitive selection process in the event's history, Tugi Tark has been chosen as one of just 12 startups to present at Pitch ICE 2026 during ICE Barcelona, the iGaming industry's flagship global event.
This year's competition saw a 200% increase in applications compared to the previous year, reflecting the heightened interest in ICE Barcelona as a launching platform for emerging technology companies. From hundreds of applicants worldwide, Tugi Tark was selected to make its case for how AI agents purpose-built for iGaming can transform player support at scale.
What is Pitch ICE?
Pitch ICE has established itself as one of the industry's most watched startup competitions. The event brings together emerging iGaming companies and a carefully selected jury of industry leaders, successful entrepreneurs, and active investors who shape the direction of iGaming innovation.
Previous Pitch ICE competitions have launched companies that went on to secure significant funding rounds and major partnerships. The visibility alone, presenting in front of industry decision-makers, has proven invaluable for startups looking to establish credibility in a sector where trust and proven expertise matter deeply.
This year's competition format gives each of the 12 selected companies three minutes to pitch, followed by a live Q&A session with the jury. The challenge isn't just to explain what the technology does, but to demonstrate why it matters to the future of iGaming, and why now.
Standing out in a crowded field
The 200% increase in applications reflects the surge of innovation happening across the iGaming industry. Startups are tackling everything from payments and marketing to game development and player protection. The competition includes companies at various stages, working on diverse problems across the iGaming value chain.
What sets Tugi Tark apart is its focus on a problem that every operator faces: player support at scale. The company has spent the past year demonstrating its AI agents trained specifically on iGaming player interactions, compliance workflows, and the nuanced language unique to the iGaming industry.
The selection committee's choice to include Tugi Tark among the 12 finalists signals recognition that customer service, often overlooked as infrastructure, is becoming a strategic differentiator as operators compete on player experience.
Pitching AI agents that understand iGaming, not generic automation
At ICE Barcelona, Tugi Tark will present its customer service AI platform and its core differentiator: AI agents that know iGaming.
Rather than positioning AI as a generic efficiency tool, the pitch focuses on a question many operators continue to ask:
Has AI reached a point where it can truly handle real player conversations, without risking trust, compliance, or player experience?
Tugi Tark’s answer is grounded in practice, not theory. Its AI agents are built to understand iGaming terminology, player intent, and regulated workflows such as payments, bonuses, KYC, and responsible gaming.
Rather than positioning AI as a replacement for human support teams, the pitch emphasizes how AI agents can remove friction from growth, enabling operators to scale across markets, languages, and brands without sacrificing service quality or regulatory compliance.
The Stakes: €15,000 in AWS credits and industry recognition
The winner of Pitch ICE 2026 will receive €15,000 in AWS credits, sponsored by AWS, along with the Pitch ICE 2026 Trophy. But for most participants, the real value extends beyond the prize.
The validation that comes from being selected, and the relationships formed during the event, often proves more valuable than any single award. Previous winners have used their Pitch ICE appearance to secure major partnerships, attract investor interest, and establish themselves as credible players in a sector that typically moves cautiously with new vendors.
“Being selected is a strong signal from the industry”
Harpo Lilja, CEO of Tugi Tark, reflected on what the selection means for the company:
“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.”
He continued:
"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.”
Aligning with "Growing the Power of Play"
ICE Barcelona 2026's theme, "Growing the Power of Play," reflects the industry's focus on sustainable growth, innovation, and enhanced player experiences. For Tugi Tark, this theme connects directly to the company's mission.
As operators expand into new markets, player support often becomes a bottleneck: expensive to scale, difficult to staff across languages and time zones, and increasingly complex from a regulatory standpoint. When support falters, player experience suffers, and in a competitive market, that means lost customers.
Tugi Tark's platform is designed to remove that bottleneck, enabling operators to offer fast, accurate, and compliant support at any scale.
When and where to see Tugi Tark at ICE Barcelona
All 12 Pitch ICE finalists will present on Tuesday, January 20th, 2026, from 11:00 a.m. to 12:30 p.m. on the Pitch ICE stage. The presentations are open to all ICE Barcelona attendees and typically draw a large, engaged audience of industry professionals.
Following the pitches, attendees can meet the Tugi Tark team and explore the AI platform in person at Stand PI03 in the Pitch ICE exhibition area, located between Halls 4 and 5. The team will be available throughout the three-day event for demos, technical discussions, and conversations about how AI agents can support specific operational challenges.
For operators exploring AI for player support, investors tracking innovation in iGaming infrastructure, or anyone interested in how purpose-built AI agents perform in regulated environments, ICE Barcelona offers a rare opportunity to see the technology, and the thinking behind it, firsthand.
