Leading Brazilian iGaming company Esportes da Sorte has transformed its customer service operation into a strategic pillar of its business, placing responsible gaming at its core while merging AI and empathy to enhance user experience and player protection.
Maria Neves, Head of Customer Service, emphasises that technology and human understanding must coexist to deliver excellence, saying: “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 centre of every interaction.”
Over the past few months, the company has reduced its average response time from 30 minutes to less than two, following an internal restructuring, the adoption of a robust CRM system and continuous team training.
Neves adds: “We have achieved operational efficiency without sacrificing empathy.”
Esportes da Sorte measures success through NPS, CESAT and resolution time, constantly monitoring these indicators to improve customer satisfaction.
Neves notes: “Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group.”
The company’s customer care operation is backed by a strong compliance and data governance framework, aligned with Brazil’s Law No. 14.790/23 and the SPA/MF.
Responsible gaming protocols are applied in partnership with institutions such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC). And its ongoing commitment to well-being and diversity has earned it Great Place to Work certification.
Maria Neves concludes: “We are 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.”
