How Fanatics Betting and Gaming built a multi-agent customer support system
Fanatics Betting and Gaming deployed multi-agent AI on AWS to handle 40+ support queries per two minutes
“As we scaled, we knew our support experience needed to evolve with us. We wanted to give our customers faster, more accurate answers while making sure we never compromised on responsible gaming or compliance. The goal was to build something that got better over time, not just bigger.”
Fanatics Betting and Gaming replaced decision-tree chatbots with a multi-agent system on Amazon Bedrock and EKS, using specialized agents per task domain to handle jurisdiction-specific betting regulations and real-time surge traffic. The architecture demonstrates a practical production pattern for routing complex, context-dependent queries across agents with human escalation logic. It is notable as a regulated-industry case study where compliance and responsible gaming guardrails are built into the agent orchestration layer.