Brazilian operator transforms customer service into a strategic pillar for responsible gaming and innovation
São Paulo, Brazil – October 22, 2025 – Leading Brazilian iGaming operator Esportes da Sorte has elevated its customer service operation into a strategic business pillar, blending artificial intelligence (AI) with human empathy to foster responsible gaming, player protection, and exceptional user experiences.
According to Maria Neves, Head of Customer Service at Esportes da Sorte, the company’s approach to innovation is grounded in ethical technology use and human-centric design.
Maria Neves, Head of Customer Service at Esportes da Sorte:
‘Artificial intelligence wasn’t designed to replace people, but to empower them. We use technology in an ethical and predictive way—to anticipate needs, personalize experiences, and keep the human element at the center of every interaction.’
Transforming Service Through Innovation
In recent months, Esportes da Sorte has achieved operational excellence through a comprehensive restructuring of its support division, the implementation of a robust CRM system, and continuous team training.
As a result, the company reduced average response times from 30 minutes to less than two, dramatically improving customer engagement and satisfaction.
Neves added:
‘We achieved operational efficiency without sacrificing empathy.’
Measuring Success Through Responsibility
The operator continually monitors its Net Promoter Score (NPS), Customer Effort Satisfaction (CESAT), and resolution time, using these indicators to strengthen its culture of trust and responsibility.
‘Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group,’ Neves emphasized.
Compliance, Governance, and Partnerships
Esportes da Sorte’s customer care structure is supported by a compliance and data governance framework aligned with Brazil’s Law No. 14.790/23 and the Secretariat of Prizes and Betting (SPA/MF).
The company actively partners with organizations such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC) to implement responsible gaming protocols.
Its commitment to well-being, inclusivity, and corporate culture has earned Esportes da Sorte official recognition as a Great Place to Work.
Building a Sustainable Industry
The company’s balanced integration of AI-driven innovation and human empathy exemplifies its mission to professionalize Brazil’s regulated iGaming sector.
Neves concluded:
‘We’re helping to build a more transparent, mature, and sustainable industry. Customer relationships are our greatest asset in strengthening trust and the future of the market.’
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