Esportes da Sorte, Onabet, and Lottu Nominated Simultaneously, Validating EGB’s Customer-Centric Support Infrastructure
Brazilian betting conglomerate Esportes Gaming Brasil (EGB) has achieved a historic milestone, with all three of its consumer-facing iGaming brands shortlisted for the prestigious Reclame Aqui Awards 2026. Highly regarded as one of Brazil’s most influential benchmarks for corporate reputation, customer relationship management, and consumer trust, the awards recognize organizations that excel in client satisfaction.
The announcement marks the first time that Esportes da Sorte, Onabet, and Lottu have been nominated simultaneously. This collective recognition highlights EGB Group’s long-term commitment to humanizing its customer service pipelines, modernizing technical support, and building lasting relationships with Brazilian players.
Restructuring Support: Shifting Response Times to Under Two Minutes
To earn nominations across its entire brand portfolio, EGB executed a comprehensive, multi-year overhaul of its customer experience (CX) and reputation management structures. The group invested heavily in advanced customer support platforms, ongoing agent training programs, and rigorous journey-mapping analytics.
These technical and structural upgrades yielded immediate, tangible improvements in customer service efficiency, as shown below:
| Operational Metric | Legacy Infrastructure (Before CX Rebuild) | Modernized EGB System (H1 2026) | Corporate Objective |
| Average Human Response Time | 30 Minutes | 2 Minutes | Ensure immediate help to prevent user frustration. |
| Support Routing | Manual queues | Automated intelligent routing | Direct users to specialized support agents instantly. |
| Resolution Focus | Single-channel backlog | Omnichannel tracking | Resolve player issues quickly on their preferred platforms. |
| Satisfaction Audits | Passive quarterly reviews | Real-time post-chat monitoring | Actively resolve complaints to maintain an “Excellent” rating. |
These internal optimizations helped transition what were once sequential brand nominations in previous years into a simultaneous clean sweep across EGB’s entire portfolio for 2026.
Executive Perspective: Putting the Consumer First
Maria Neves, Director of Customer Experience, Customer Support, and Reputation Channels at Esportes Gaming Brasil, emphasized that EGB’s customer-first approach is the driving force behind this recognition:
“Receiving nominations for all three Group brands at the Reclame Aqui Awards for the first time is incredibly meaningful recognition of the work we carry out every day. More than simply an achievement, it reflects our consistent strategy of putting the customer at the centre of every decision by investing in technology, operational efficiency and personalised customer service to build long-term relationships based on trust.”
Local Compliance and Community Initiatives
Operating entirely within Brazil, Esportes Gaming Brasil is licensed by the Ministry of Finance through the SPA/MF. This comprehensive license authorizes the legal operation of Esportes da Sorte, Onabet, and Lottu across all Brazilian states under a unified framework of responsible gaming and consumer protection.
Beyond its digital gaming operations, the group is a major investor in Brazilian sports, culture, and community initiatives. Its flagship brand, Esportes da Sorte, is the primary sponsor of major football clubs, including Corinthians, Ceará, Ferroviária, and Náutico, and funds iconic cultural events, including the Galo da Madrugada, the Parintins Festival, and official Carnival celebrations in São Paulo, Rio de Janeiro, Salvador, and Recife.
Public voting for the Reclame Aqui Awards 2026 will be conducted directly on the official consumer platform between September 2 and November 5, 2026.
