Sports Apparel & Betting
Sports Apparel & Betting
Sports Apparel & Betting
From passive e-learning to metric-driven interactive practice.
From passive e-learning to metric-driven interactive practice.
Fanatics prepares its support team for tough conversations when emotions run high.
Fanatics prepares its support team for tough conversations when emotions run high.
From passive e-learning to metric-driven interactive practice.
Fanatics prepares its support team for tough conversations when emotions run high.
"Creatium lets us keep up with the pace of our business— without lowering the bar."
"Creatium lets us keep up with the pace of our business— without lowering the bar."
Jen Powers,
Sr. Manager of Talent Enablement
Jen Powers,
Sr. Manager of Talent Enablement
See it in motion:
See it in motion:
65%
improvement in de-escalation training
2.4x
higher engagement in learning
See it in action.
Request a demo
The challenge
Onboarding for Fanatics is a race against the clock. The company must ensure that seasonal agents can bridge the gap between technical terminologies and the emotional reassurance bettors need. However, traditional training methods often fail to bridge the gap between “knowing” and “doing.”
Standard e-learning modules typically see a low 20% completion rate, and static manuals provide no safe way for agents to practice de-escalating a "Grievance Holder" or an "Angry Escalator."
Without active practice, research suggests employees forget 70% of passive training within just 24 hours. Fanatics needed a way to scale genuine de-escalation skills rapidly, ensuring that every agent —regardless of tenure—was ready for the most difficult conversations in the industry
t week of work.
The solution
Fanatics adopted Creatium to move training from the page to the "practice field."
Trainees could fail and retry scenarios with difficult personas, such as an "Angry Escalator" threatening to sue, until they mastered the objective with no real-world risk.
The AI personas responded dynamically to trainee input. If an agent used personalization and building rapport, the AI de-escalated; if the agent was dismissive, the AI became more frustrated.
The platform provided immediate feedback on tone, word choice, and value articulation, allowing for a loop of continuous improvement.
Sessions were optimized at 9.6 minutes, allowing agents to engage in high-intensity practice that aligns with how humans actually retain information.
The result
The platform's data collection capabilities now provide Fanatics with measurable insights into performance, revealing that sessions where trainees used high-empathy indicators scored 6.5 percentage points higher in overall success than those that didn't.
High-intensity practice became mastery, with nearly half of all sessions reaching the Mastery level. By optimizing sessions at an average of 9.6 minutes, Fanatics achieved 14 hours of high-impact training without the scheduling constraints or overhead of manual, facilitated role-play.
Ultimately, Fanatics turned a seasonal training challenge into a long-term competitive advantage. The "art" of de-escalation became a measurable science, resulting in a 24.8% "Customer Transformation" rate—a 65% improvement over traditional training methods.
The challenge
Onboarding for Fanatics is a race against the clock. The company must ensure that seasonal agents can bridge the gap between technical terminologies and the emotional reassurance bettors need. However, traditional training methods often fail to bridge the gap between “knowing” and “doing.”
Standard e-learning modules typically see a low 20% completion rate, and static manuals provide no safe way for agents to practice de-escalating a "Grievance Holder" or an "Angry Escalator."
Without active practice, research suggests employees forget 70% of passive training within just 24 hours. Fanatics needed a way to scale genuine de-escalation skills rapidly, ensuring that every agent —regardless of tenure—was ready for the most difficult conversations in the industry.
The solution
Fanatics adopted Creatium to move training from the page to the "practice field."
Trainees could fail and retry scenarios with difficult personas, such as an "Angry Escalator" threatening to sue, until they mastered the objective with no real-world risk.
The AI personas responded dynamically to trainee input. If an agent used personalization and building rapport, the AI de-escalated; if the agent was dismissive, the AI became more frustrated.
The platform provided immediate feedback on tone, word choice, and value articulation, allowing for a loop of continuous improvement.
Sessions were optimized at 9.6 minutes, allowing agents to engage in high-intensity practice that aligns with how humans actually retain information.
The result
The platform's data collection capabilities now provide Fanatics with measurable insights into performance, revealing that sessions where trainees used high-empathy indicators scored 6.5 percentage points higher in overall success than those that didn't.
High-intensity practice became mastery, with nearly half of all sessions reaching the Mastery level. By optimizing sessions at an average of 9 minutes and 30 seconds, Fanatics achieved 14 hours of high-impact training without the scheduling constraints or overhead of manual, facilitated role-play.
Ultimately, Fanatics turned a seasonal training challenge into a long-term competitive advantage. The "art" of de-escalation became a measurable science, resulting in a 24.8% "Customer Transformation" rate—a 65% improvement over traditional training methods.
By optimizing sessions at an average of 9 minutes and 30 seconds, Fanatics achieved 14 hours of high impact training without the scheduling constraints or overhead of manual, facilitated role-play.
By optimizing sessions at an average of 9 minutes and 30 seconds, Fanatics achieved 14 hours of high impact training without the scheduling constraints or overhead of manual, facilitated role-play.
By replacing passive manuals with active AI roleplays, Fanatics Betting & Gaming redefined what it means to be "job-ready." They have turned a seasonal training challenge into a long-term competitive advantage—building a world-class service team at the speed of the sports calendar.
Experience it.
Request a demo
Related Case Studies
By replacing passive manuals with active AI roleplays, Fanatics Betting & Gaming redefined what it means to be "job-ready." They have turned a seasonal training challenge into a long-term competitive advantage—building a world-class service team at the speed of the sports calendar.
Experience it.
Request a demo
By replacing passive manuals with active AI roleplays, Fanatics Betting & Gaming redefined what it means to be "job-ready." They have turned a seasonal training challenge into a long-term competitive advantage—building a world-class service team at the speed of the sports calendar.
Experience it.
Request a demo
See it in motion:
Creatium
(Previously known as Prof Jim Inc.)
contact@creatium.com
© Creatium 2026
Creatium
(Previously known as Prof Jim Inc.)
contact@creatium.com
© Creatium 2026
65%
improvement in de-escalation training
2.4x
higher engagement in learning
See it in action.
Request a demo
The challenge
Onboarding for Fanatics is a race against the clock. The company must ensure that seasonal agents can bridge the gap between technical terminologies and the emotional reassurance bettors need. However, traditional training methods often fail to bridge the gap between “knowing” and “doing.”
Standard e-learning modules typically see a low 20% completion rate, and static manuals provide no safe way for agents to practice de-escalating a "Grievance Holder" or an "Angry Escalator."
Without active practice, research suggests employees forget 70% of passive training within just 24 hours. Fanatics needed a way to scale genuine de-escalation skills rapidly, ensuring that every agent —regardless of tenure—was ready for the most difficult conversations in the industry
The solution
Fanatics adopted Creatium to move training from the page to the "practice field."
Trainees could fail and retry scenarios with difficult personas, such as an "Angry Escalator" threatening to sue, until they mastered the objective with no real-world risk.
The AI personas responded dynamically to trainee input. If an agent used personalization and building rapport, the AI de-escalated; if the agent was dismissive, the AI became more frustrated.
The platform provided immediate feedback on tone, word choice, and value articulation, allowing for a loop of continuous improvement.
Sessions were optimized at 9.6 minutes, allowing agents to engage in high-intensity practice that aligns with how humans actually retain information.
By optimizing sessions at an average of 9.6 minutes, Fanatics achieved 14 hours of high impact training without the scheduling constraints or overhead of manual, facilitated role-play.
By replacing passive manuals with active AI roleplays, Fanatics Betting & Gaming redefined what it means to be "job-ready." They have turned a seasonal training challenge into a long-term competitive advantage—building a world-class service team at the speed of the sports calendar.
Experience it.
Request a demo
By replacing passive manuals with active AI roleplays, Fanatics Betting & Gaming redefined what it means to be "job-ready." They have turned a seasonal training challenge into a long-term competitive advantage—building a world-class service team at the speed of the sports calendar.
Experience it.
Request a demo
The result
The platform's data collection capabilities now provide Fanatics with measurable insights into performance, revealing that sessions where trainees used high-empathy indicators scored 6.5 percentage points higher in overall success than those that didn't.
High-intensity practice became mastery, with nearly half of all sessions reaching the Mastery level. By optimizing sessions at an average of 9.6 minutes, Fanatics achieved 14 hours of high-impact training without the scheduling constraints or overhead of manual, facilitated role-play.
Ultimately, Fanatics turned a seasonal training challenge into a long-term competitive advantage. The "art" of de-escalation became a measurable science, resulting in a 24.8% "Customer Transformation" rate—a 65% improvement over traditional training methods.