Conduet has rebranded as Raphie, bringing the company and its AI platform, previously known as gameLM, under one name.
The business said existing clients will continue working with the same teams, services and platform. Founded seven and a half years ago, the company originally focused on improving player support for sportsbook and iGaming operators. Raphie now describes itself as an AI operator layer for gaming, connecting operator systems, data and workflows across the player journey.
The rebrand reflects how the business has moved from a customer support specialist towards a technology partner for regulated gaming operators across multiple markets.
“Over the past seven and a half years, our team, technology and capability have grown significantly and given we’re at such an exciting inflection point of growth, it is the right time to make this change. Bringing everything under Raphie gives us a single, clear identity that reflects the unique business we have built, the broader role we now play for operators, and where we’re going next.” said Justin Heath, co-founder and CEO of Raphie.
Platform focuses AI on resolving player support issues
Raphie said its approach differs from AI products focused on odds, discovery or betting recommendations.
Its platform is designed around player issue resolution, combining a human CoPilot model with AI-led automation. Operators begin with people in the loop before increasing automation once performance has been tested and supported by data.
Raphie reports that the platform can resolve more than 80% of contacts, maintain player satisfaction near 88% and reduce cost to serve by more than 60%.
“This name is built on work that took years to get right: real player conversations at scale and the operational depth behind them. The rename reflects how we already operate in support across the player lifecycle. It does not change what operators rely on us for; it simply gives the company and platform one name.” stated Alex Jones, co-founder and COO of Raphie.
Existing clients keep the same services under Raphie
The Conduet and gameLM names will be retired across products, communications and channels, while clients will keep using the same platform and support structure.
Raphie is delivered by more than 500 people across four continents, including teams in New Jersey, Melbourne and Manila. Its services cover onboarding, account access, payments, responsible gaming, retention and reactivation, combining gaming-trained AI with experienced human teams.
The company said its systems are protected by SOC-2 Type II and GDPR-aligned controls. Raphie will introduce its new identity across the 2026 conference season as it targets further growth with sportsbook and iGaming operators.
Raphie’s positioning makes sense because the strongest AI use cases in iGaming may come from fixing player problems instead of simply pushing more betting content. If operators can automate support without losing trust or oversight, this could become one of the more practical areas for AI adoption across the sector.
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