Critical moments test the values, operational discipline, and maturity of any brand. Strategic iGaming product development expert Mykhailo Zborovsky emphasizes that in times of crisis—whether military aggression, economic shock, or major technical failure—a company’s actions speak louder than any marketing campaign. Such challenges either destroy years of trust capital or cement customer loyalty and confirm the brand’s declared responsibility. For the iGaming sector, customer trust is fundamental for navigating crises.
Mykhailo Zborovsky has a broad range of experience. In 2024, he helped develop Cosmobet into a well-known Ukrainian brand. There, he gained unique expertise, personally overcoming numerous challenges within a large corporate structure.
Operational Resilience – Guarantee of Stability
During periods of chaos, customers seek points of stability. For iGaming, this means ensuring predictable operational processes. Even if the surrounding market is disrupted, a brand must guarantee uninterrupted core functions, especially financial obligations. Delays in payouts or the inability to fund accounts erode trust.
The real test comes when a company must choose between profit and loyalty. In critical moments, a responsible brand is willing to accept temporary financial losses to maintain stability for its customers.
Brands demonstrate their maturity through discipline. During crises, support systems must function flawlessly, even under increased pressure. This builds the image of a reliable partner in control of the situation.
Communication – The Key Lever
Silence is equivalent to admitting guilt or losing control. Mykhailo Zborovsky highlights that open communication about difficulties, causes of disruptions, and resolution timelines reduces tension. It demonstrates honesty and respect for the customer.
Support teams during crises must act with heightened empathy. Communication cannot be formal; it must be human and understanding. Mykhailo Zborovsky cites Cosmobet as an example, where support was trained not only to resolve issues but also to express condolences and offer assistance.
Cementing Loyalty
Customers who experience a brand’s reliability during the toughest times become advocates and remain loyal for years. Loyalty earned in a crisis is far stronger than that bought with bonuses. This ensures a high lifetime value (LTV) for the brand after the crisis.
Key outcomes after a crisis:
- Transforming loyal customers into active brand promoters.
- Demonstrating social responsibility as a core value.
- Securing long-term revenue streams.
Actions during critical moments become part of a brand’s reputation and a unique competitive advantage. Brands that show resilience and learn from mistakes stand out against competitors and attract new customers.