Tugi Tark, a company specializing in intelligent customer service enhanced by AI (artificial intelligence), has been selected for the ICE Pitch. The selection process was the most competitive in the event’s history, held in Barcelona.
At Pitch ICE 2026, during ICE Barcelona — the leading global event in the iGaming industry — the company will be part of a select group of 12 startups presenting their solutions. However, the field proved particularly competitive, with a 200% increase in entries compared to the previous year.
The organization evaluated hundreds of candidates from around the world. Thus, Tugi Tark secured a platform to showcase how AI agents developed specifically for iGaming can transform player support on a large scale.
What is Pitch ICE?
Pitch ICE has established itself as one of the most watched startup competitions in the sector. The event brings together emerging iGaming companies and a carefully selected jury comprised of industry leaders, successful entrepreneurs, and active investors.
Previous editions have launched companies that later secured significant funding rounds and important partnerships. On the other hand, the format also imposes objectivity: each of the 12 selected companies will have three minutes to present their pitch and then face a live question and answer session with the jury.
The challenge goes beyond explaining what the technology does. Therefore, startups need to show why the solution matters for the future of iGaming — and why now.
Why did Tugi Tark stand out among hundreds of candidates?
The 200% increase in applications reflects the wave of innovation in the iGaming industry. Even so, the selection committee included Tugi Tark among the 12 finalists, signaling a specific recognition: customer service, often treated as infrastructure, is becoming a strategic differentiator as operators compete for the player experience.
The proposal does not position AI as a replacement for human support teams. Instead, it highlights how AI agents can remove obstacles to growth, enabling expansion across markets, languages, and brands without sacrificing service quality or regulatory compliance.
The Pitch ICE 2026 competition offers €15,000 in Amazon Web Services (AWS) credits, sponsored by AWS, in addition to the Pitch ICE 2026 trophy. For many participants, however, the value goes beyond the prize.
Harpo Lilja, CEO of Tugi Tark, reflected on the significance of the selection for the company: “The ICE Pitch is highly competitive, so being selected, especially in a year with such a sharp increase in applications, is a strong sign.
This shows that there is a real interest in AI solutions created specifically for iGaming, and not adapted from other sectors.”
When and where to watch Pitch ICE
All 12 Pitch ICE finalists will give their presentations on Tuesday, January 20, 2026, from 11:00 AM to 12:30 PM on the Pitch ICE stage. After the presentations, the public will be able to meet the team and explore the AI platform in person at booth PI03, in the Pitch ICE exhibition area, located between pavilions 4 and 5.
