Prominent Brazilian iGaming operator Esportes da Sorte has successfully evolved its customer support division into a central strategic pillar of the company.
This reformed operation places responsible gaming at its foundation, integrating artificial intelligence and human empathy to improve both user engagement and player protection.
According to Maria Neves, Head of Customer Service at Esportes da Sorte, technology and human insight must coexist to provide a truly excellent service.
“Artificial intelligence wasn’t designed to supplant people, but to augment them. We deploy technology in an ethical and proactive way—to foresee needs, customize experiences, and preserve the human element at the heart of every single interaction”.
Over the last few months, the operator has dramatically cut its average reply time from 30 minutes down to under two. This accomplishment is the result of an internal reorganization, the implementation of a high-performance CRM system, and continuous team development.
“We attained operational efficiency without sacrificing our empathetic touch,” added Neves.
The company gauges its success through NPS, CESAT, and time-to-resolution, consistently analyzing these indicators to boost customer satisfaction. “Every interaction is a chance to foster trust and reinforce the responsible culture that defines our group,” Neves noted.
Esportes da Sorte’s customer support operation is underpinned by a robust compliance and data governance structure, fully aligned with Brazil’s Law No. 14.790/23 and the Secretariat of Prizes and Betting (SPA/MF).
The company also implements responsible gaming protocols in collaboration with bodies such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC).
Its steadfast commitment to well-being and diversity has also resulted in a Great Place to Work certification.
The equilibrium between AI-driven advancement and human-centric empathy mirrors Esportes da Sorte’s overarching strategy: to professionalize and strengthen Brazil’s regulated iGaming landscape.
“We are contributing to the development of a more transparent, mature, and sustainable industry. Our customer relationships are our most valuable asset for strengthening trust and the market’s future,” concluded Neves.
