BetConstruct Launches Hoory AI Voice Assistant

BetConstruct, one of the biggest B2B platform providers in iGaming, has put artificial intelligence back at the centre of its customer experience story with Hoory — an AI-driven assistant that began life as a voice-controlled betting companion and has since grown into a full multilingual support and live-chat engine used across the operator’s wider ecosystem. For players, it promises faster answers and fewer dead ends; for operators, it’s a glimpse of where casino and sportsbook support is heading. Here’s what Hoory actually does, how it fits into the bigger AI push at BetConstruct, and what it means if you’re betting or playing on a site that runs on this technology.

What is Hoory, and who is behind it?

Hoory was first unveiled publicly by BetConstruct at an event in Amsterdam, where the company showed off a voice-activated assistant designed to help bettors place wagers, check sports statistics and find their way around an operator’s website using spoken commands. The name is a nod to a character from Armenian folklore, and the assistant was trialled first on Vbet, BetConstruct’s own sportsbook brand, before any wider rollout.

What started as a novelty voice feature for sports betting has since evolved into something much broader. Hoory is now developed and run as a standalone product under SoftConstruct, BetConstruct’s parent technology group, and it operates as an AI-powered customer support and live-chat platform rather than purely a betting voice assistant. In practice, that means the Hoory brand you’ll come across today is less “ask it to place a bet out loud” and more “AI agent that answers your support ticket instantly, in your own language, at 3am.”

How Hoory AI support actually works

Modern Hoory is built around a large-language-model engine that can be trained on an operator’s own knowledge base — bonus terms, withdrawal processes, KYC steps, game rules and so on — so that the answers it gives are specific to that brand rather than generic boilerplate. Key capabilities include:

• Multilingual support — Hoory is designed to converse in a very large number of languages, which matters enormously for global casino and sportsbook brands serving players across Europe, Latin America, Africa and Asia.
• Omnichannel coverage — the assistant can be deployed across a site’s live chat widget, email, and messaging channels such as WhatsApp, Telegram and Facebook Messenger, so players get consistent answers wherever they reach out.
• Automated triage — simple, repetitive queries (bonus eligibility, how to verify an account, how long a withdrawal takes) are handled instantly by the AI, while anything complex or sensitive gets escalated to a human support agent.
• 24/7 availability — unlike a staffed support desk, an AI layer doesn’t go on a break or clock off at midnight, which is exactly when a lot of casino and sportsbook traffic happens.

In the original 2019 voice-assistant form, Hoory could also recognise a user’s voice and respond to spoken requests to place a bet or pull up sports stats — a genuinely early example of voice UI in regulated betting. BetConstruct said at the time that future versions would try to anticipate a player’s needs based on past conversations, essentially a predictive layer sitting on top of the conversational one.

From voice gimmick to genuine support infrastructure

It’s worth being clear-eyed about the shift here. Hoory’s debut was squarely a sportsbook novelty — a “talk to your betting site” feature built for demos and conference floors. The version that matters to today’s player experience is the mature, text-first AI support tool that now sits behind live chat on sites using BetConstruct’s — or SoftConstruct’s — infrastructure. That’s the part doing the heavy lifting on real-world player satisfaction: faster first-response times, fewer tickets stuck in a queue, and consistent answers regardless of which human agent (if any) is on shift.

Why this matters for operators

Customer support is one of the biggest hidden cost centres for any casino or sportsbook brand, and it’s also one of the clearest drivers of player trust. Slow replies, contradictory answers from different agents, or a support inbox that goes quiet over a weekend are exactly the kind of friction that pushes players towards a competitor — or towards a complaint on a review site. An AI layer like Hoory tackles that in a few concrete ways:

• Lower support costs — automating the high-volume, low-complexity tickets frees up human agents for genuinely tricky cases (disputed bets, account security, responsible-gambling concerns).
• Faster response times — a well-trained AI assistant can answer a “how do I claim my welcome bonus” or “why hasn’t my deposit shown up” question in seconds rather than minutes or hours.
• Consistency across markets — a multilingual AI layer reduces the risk of a Spanish-speaking player getting a worse support experience than an English-speaking one simply because of agent availability.
• Scalability during peaks — major sporting events, like a World Cup or a big slot tournament promotion, create huge spikes in support volume that AI can absorb without hiring a temporary army of agents.

This fits a broader pattern across BetConstruct’s product push in 2026, where the company has been showcasing a wider AI stack — covering CRM, game recommendations and sportsbook tooling — at major trade shows including G2E Vegas, SBC Summit Lisbon and iGB L!VE. Support automation via Hoory is one piece of that puzzle, not a standalone gimmick.

What it means for players

If you play on a brand that uses BetConstruct’s platform or the Hoory support layer, the practical upshot is that you’re more likely to get an instant, accurate answer to routine questions without waiting for a human. That’s genuinely useful for things like:

• Checking whether a specific slot counts towards a wagering requirement before you commit your welcome bonus funds.
• Confirming the terms attached to a batch of free spins or a no-deposit bonus before you start playing.
• Getting a straight answer on processing times for a specific payment method — whether that’s a card, an e-wallet, or crypto.
• Understanding how a cashback offer is calculated and when it actually lands in your account.

But — and this matters — an AI chatbot is only as good as the knowledge base and escalation rules behind it. A good implementation hands off cleanly to a human the moment a query gets complicated, disputed, or sensitive (think: a frozen account, a disputed win, or anything touching on responsible gambling). A poor implementation traps players in a loop of unhelpful canned answers. As with any new support technology, it’s worth judging the experience on how it actually performs for you, not just on the marketing around it. Our guide on how to choose a safe online casino covers the broader checklist — licensing, payment speed, and support quality among them — that’s worth running through regardless of which AI tools sit behind the chat window.

A reminder on wagering requirements and bonus terms

Whether your questions get answered by a human or an AI, the terms themselves don’t change. If a bonus carries a 35x wagering requirement, no amount of fast chat support changes that maths. Our breakdown of wagering requirements explained is a good companion read before you accept any offer — AI support can tell you what the rule is, but it won’t change whether the rule suits your bankroll.

Industry context: AI is becoming table stakes in iGaming support

BetConstruct isn’t alone in pushing AI-driven support into casino and betting platforms — it’s part of a wider industry shift where operators and platform providers are racing to deploy conversational AI, fraud-detection models, and personalisation engines across the player journey. What makes the Hoory story a useful case study is the trajectory: a feature that launched as a flashy voice-assistant demo at a trade show matured into a serious, revenue-relevant piece of support infrastructure, spun out as its own SaaS product used well beyond gambling (Hoory AI is now marketed broadly as a customer-support tool for any business, not just betting brands).

That maturation is a reasonably healthy sign. Plenty of “AI features” announced at industry conferences quietly disappear within a year or two. Hoory’s evolution into a standalone, cross-industry product — while still underpinning support on BetConstruct-powered brands — suggests the underlying technology had real staying power rather than being a one-off marketing stunt.

Hoory milestone	What it means
Amsterdam launch (voice assistant for Vbet)	First public demo: voice-controlled betting, stats lookup, site navigation
Beta rollout on Vbet	Real-world testing on a live BetConstruct sportsbook brand
Expansion into multilingual, omnichannel support	Shift from novelty voice feature to genuine support infrastructure
Spin-out as a standalone SoftConstruct product	Hoory AI now sold as a general customer-support SaaS tool, used across and beyond iGaming
2026 AI showcase push (G2E, SBC Summit, iGB L!VE)	Support AI positioned as one layer within a much larger BetConstruct AI product stack

Should players care which platform provider sits behind their casino?

Most players never think about the B2B software stack running underneath their favourite casino or sportsbook brand — and in most cases, that’s fine. But platform choices do filter down into the player experience: payment processing speed, the variety of games on offer, how bonuses are tracked, and now, increasingly, how support queries get handled. If you’re comparing operators, it’s worth paying attention not just to the headline bonus but to how quickly and accurately a brand answers a basic support question — that’s often a more reliable signal of overall operational quality than the promotions page.

For a broader look at vetted, well-supported operators, our best casinos roundup is updated regularly with that kind of operational detail factored in. And if you’re specifically weighing crypto-friendly platforms, note that AI support layers are increasingly being trained to handle crypto-specific queries too — transaction confirmations on Bitcoin, Ethereum or USDT deposits, for instance, rather than just card and e-wallet questions.

Brands worth watching in this space

Several operators known for crypto and fast payments have invested in responsive, well-staffed support as a differentiator, and it’s reasonable to expect AI-assisted tooling to spread further across this group over time. If strong support and smooth payment processing are priorities for you, it’s worth reading our reviews of Need for Spin, 7Bit Casino, Vave, BitKingz and Betwinner — all brands we track for exactly these kinds of operational details, alongside bonus terms and licensing.

The bottom line

Hoory’s journey from a voice-activated betting curiosity to a serious AI support product mirrors where the whole iGaming industry is heading: less flashy demo-ware, more quiet infrastructure that actually improves response times and reduces friction for players. It won’t replace experienced human support agents for anything genuinely complicated, and it shouldn’t — but for the bread-and-butter questions that make up most support volume, a well-trained AI layer is a genuine upgrade over sitting in a queue. As more operators lean on tools like this, the sites that get the balance right — fast AI for simple questions, real humans for everything else — are the ones likely to earn the most player trust.

FAQ

What is Hoory AI? Hoory is an AI-powered assistant originally launched by BetConstruct as a voice-controlled betting companion for its Vbet sportsbook brand. It has since grown into a multilingual, omnichannel customer-support platform now developed as a standalone product by SoftConstruct, BetConstruct’s parent company.

Can I still talk to Hoory by voice to place a bet? The original voice-assistant demo focused on spoken commands for betting, stats and navigation. The mainstream version of Hoory used across support channels today is primarily a text-based chat and messaging assistant, though voice features have featured in its development history.

Does Hoory replace human customer support agents? No. It’s designed to handle routine, repetitive queries instantly and escalate anything complex, disputed or sensitive to a human agent. Good implementations are judged on how cleanly that handover happens.

Is my casino or sportsbook using Hoory? Hoory is used as a support tool by various brands running on BetConstruct’s platform, and the live-chat widget on the site is usually the giveaway if an AI agent is answering first. If you’re unsure, ask your support chat directly — most will confirm whether you’re speaking to an AI or a human.

Does AI support change the bonus terms or wagering requirements I agreed to? No. AI support can explain terms faster and more consistently, but it has no bearing on the actual rules of a bonus — always read the terms yourself before opting in.

Why does an AI support upgrade matter for choosing a casino? Fast, accurate support is a strong indicator of an operator’s overall operational quality, alongside things like licensing, payment speed and game fairness — all worth checking before you deposit.

18+. Gamble responsibly. If you need support, visit BeGambleAware.