From Apple’s Privacy Battle to iGaming: Harpo Lilja on Protecting Players in the AI Era

_{Harpo Lilja shares his knowledge of AI and looks at what the future may hold. (Image: Tugi Tark)}

AI and personal data protection are never far from the news. Within the last few days, a battle has been played out between the UK and the  US on whether governments force tech firms to weaken encryption. The same logic could apply to online casinos, which handle financial transactions and sensitive personal data.

In a podcast interview with Harpo Lilja, the CEO of Tugi Tark, he warns that once you open systems for government access, they’re also open to hackers and bad actors. For casinos, that risk directly threatens player trust, the cornerstone of their business model.

Balancing Privacy and Compliance

The issue of data privacy has become increasingly urgent as governments pressure tech firms for access to encrypted information. Lilja pointed to the UK government’s now-dropped request that Apple build a back door into iMessage as a cautionary tale.

“The problem is that if you open it for one group, you open it for everyone, including bad actors. That’s the real danger,” he said.

For iGaming operators, he added, the stakes are especially high. Deposits are not just entertainment but financial transactions, meaning players must trust platforms with sensitive information. 

“Governments may ask for data, but we need to balance compliance with protecting players, because once that trust is lost, it’s gone.”

Leadership Built on Trust

Casinos.com asked Lilja about leadership, automation, and the future of player care. Here is what he had to say.

Lilja believes leadership starts with trust and autonomy. The CEO painted a complex picture of how Ai  has developed and now plays an important part in his company’s future along with the need to retain a human element.

Speaking about his own personal leadership style  Lilja said:

“My leadership style is a lot of trust and autonomy given to my team. I cannot be everywhere and I don’t want to be everywhere,” he said. 

“I like to provide my team with the inputs and resources they need to deliver quality and excellence for the company.”

_{Harpo Lilja is a man on a mission to lead by example. (Image: Tugi Tark)}

Lilja said he also makes an effort to stay connected across departments, even in areas that are less engaging for him personally, to understand the full scope of operations. He cites Elon Musk and Michael Saylor, co-founder of MicroStrategy, as leaders who inspire him through their ability to communicate strategy and execute effectively.

AI as a Tool, Not a Replacement

In iGaming support, artificial intelligence has quickly moved from an experimental tool to an operational necessity. Lilja acknowledged both the promise and limits of automation.

“Where we are now is far ahead of where we were two or three years ago,” he said. “It’s been a great benefit for most companies that have utilised it.”

But he was quick to stress that technology alone cannot meet every challenge. For example, AI may be able to identify a distressed player through sentiment analysis, but “in those cases, you need human empathy to de-escalate the situation and guide them through it.”

Listen to the full interview on our Podcast

Measuring Success in Player Care

Tugi Tark leans on data to keep operations efficient, but Lilja highlighted one often-overlooked metric: first contact resolution. Solving issues on the first attempt, he said, reduces frustration and builds loyalty.

Ticket routing is another factor. While language and VIP status influence how quickly a request is resolved, Lilja said the biggest driver is complexity: a password reset takes minutes, but a payment dispute can take much longer.

The Challenge of Multilingual Support

Global coverage requires accuracy across dozens of languages, especially in regulated markets. Lilja said Tugi Tark’s system supports more than 249 languages, though it currently focuses on a smaller core group.

To ensure accuracy, the company fine-tuned its models using 10 million historical support tickets, many of them tied directly to iGaming terminology. Lilja said this foundation helps ensure translations retain both clarity and emotional accuracy.

From Reactive to Proactive

Looking ahead, Lilja sees the future of iGaming support shifting from reactive to proactive care.

“If you’re stuck on a deposit page for a few minutes, AI could check in with you before you even reach out,” he explained. “The challenge is doing this carefully, so it doesn’t feel like spying.”

He added that while first-line support will increasingly be handled by automation, humans will remain in the loop for complex cases, configuration, and quality control. “The hybrid model will continue because it benefits everyone.”

Optimism for the Long Term

Despite the risks and challenges, Lilja remains optimistic about AI’s long-term role.

“Very long term, I think the good always wins over the evil,” he said. “AI can make work more meaningful if we use it the right way.”