Case Study

ServiceNow-powered Workflow Automation and Unified Service Management

Seamless service transformation for a global iGaming leader using ServiceNow ITSM, CSM, and Domain Separation

ServiceNow-powered Workflow Automation and Unified Service Management

A global iGaming giant modernizes its fragmented IT customer support and service operations with ServiceNow’s integrated platform. By leveraging a unified CMDB and ServiceNow workflow automation, the company has gained real-time visibility across its business and streamlined service delivery end-to-end.

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Industry & Region: iGaming, Isle of Man

Tech Stack: 

UX/UI: CSM Portal: Integration: Azure DevOps, Okta, PagerDuty, JIRA, Data docks, MS Teams;
Analytics: ServiceNow Performance Analytics;
Platform: ServiceNow

Client Overview

Our client is a global gaming company, delivering games through a network of studios. The company powers a large portfolio of global gaming brands with modern, data-driven gaming content and solutions.

Business Challenge

The organization was managing its IT customer support operations and customer service processes through manual tracking and multiple discontinued integration tools. This led to inefficiencies, missed requests, delayed responses, and a lack of centralized visibility. Other issues included:

  • Absence of standardized workflows: Without a centralized system in place, there were no defined processes for case management or customer inquiries, leading to inconsistent service delivery and scattered data.
  • No real-time visibility or reporting: The absence of an integrated platform made it impossible to track performance metrics, SLAs, ticket volumes, or customer satisfaction trends.
  • Lack of real-time data integration: The legacy process involved disconnected tools, email threads, and spreadsheets without any real-time data flow between systems. This lack of integration made it impossible to synchronize updates, track ticket or case status live, or view consolidated dashboards. This resulted in long customer wait times and inconsistent service, as agents lacked a unified view of ongoing issues and resolutions.
  • Limited Scalability for future growth: Anticipating rapid growth and expanding partnerships required a scalable, future-ready platform capable of handling complex service operations and integrated reporting.


The company required a scalable, future-ready platform capable of handling complex service operations and integrated reporting in real-time.

Solution Offered

Our experts implemented ServiceNow Customer Service Management (CSM) with features such as Case Management, Account & Contact Management, Self-Service Portal, and a centralized Knowledge Base.

Key Additions and Enhancements:

  • Unified Service Catalog: ServiceNow’s Unified Service Catalog simplified the management of all IT and customer service offerings in a single, unified interface. Their employees and customers can now easily browse and request services, whether for IT or customer support, ensuring a seamless experience.
  • Custom Tables for Onboarding: Custom tables were developed to streamline and automate the employee onboarding process. These tables track necessary documentation, approvals, and required tasks, ensuring all steps are completed in a timely manner and reducing manual work.
  • Integrated CSM & ITSM Workflows: We integrated ServiceNow CSM and ITSM workflows, enabling seamless process handovers between IT operations and customer service while offering shared workflows for issue escalation and resolution.
  • Email-to-Case and Incident Automation: ServiceNow’s Email-to-Case functionality allowed automatic conversion of customer emails into cases, streamlining the intake and triage process. Similarly, incident automation enhanced the speed and accuracy of ticket creation, enabling faster response times and better customer satisfaction. 

– Additionally, Microsoft Teams has been connected directly to ServiceNow for collaborative ticket discussions, notifications, and updates.   

– Virtual Agent has been deployed in the portal, offering automated self-service assistance for common customer queries, IT incidents, and requests.  

– The future-ready architecture enables integration with third-party applications, tools, and external data sources.  

– The centralized CMDB provides real-time visibility of IT infrastructure, relationships, and dependencies, enabling better incident analysis, impact assessment, and operational control.  

– DevOps Change Velocity integration has enabled real-time change tracking and validation for faster and safer deployments.  

– Finally, domain separation facilitates logical data and workflow segmentation for different brands/studios, ensuring secure and compliant operations across multiple business units. 

Value Delivered
  • Improved Productivity: Up to 50% process automation achieved through ServiceNow workflow automation, including auto-assignment of tickets, workflow-driven approvals, and automated email/SMS notifications, significantly improving productivity.
  • Enhanced Customer Experience: Greater customer satisfaction with a modern self-service portal, case tracking, and knowledge access.
  • Real-time Reporting: Live dashboards providing visibility into ticket volumes, SLA compliance, agent workload, and customer satisfaction for real-time decision-making.
  • Stronger Data Security and Transparency: Logical and secure segregation of data, workflows, and reports per brand/studio, improving security and operational clarity.
  • Scalable, Cloud-Based Platform: An easy-to-integrate, standardized service management platform on the cloud, laying a scalable foundation for rapid growth and multi-brand operations.

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ServiceNow-powered Workflow Automation and Unified Service Management

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