Key Moments:
- Esportes da Sorte has reduced its average customer service response time from 30 minutes to under two minutes following comprehensive restructuring.
- The operator utilizes a blend of artificial intelligence and trained staff to prioritize responsible gaming and personalized customer interactions.
- Esportes da Sorte adheres to Brazilian regulatory requirements and collaborates with external organizations to advance responsible gambling measures.
Customer Service Transformation
Brazilian iGaming company Esportes da Sorte has modernized its customer service operations, combining advanced artificial intelligence tools with skilled human agents to deliver improved support and foster responsible gaming practices.
Efficiency Through Technology and Training
According to Head of Customer Service Maria Neves, the company’s revamped strategy is centered on using technology to empower employees rather than replace them. “Artificial intelligence wasn’t designed to replace people, but to empower them,” she said. “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.”
Following an internal reorganization, implementation of a new CRM system, and extensive team training, Esportes da Sorte successfully decreased its average response time from 30 minutes to less than two minutes. “We achieved operational efficiency without sacrificing empathy,” added Neves.
Focus on Customer Satisfaction and Responsible Gaming
Performance indicators such as NPS, CESAT, and resolution time are continually monitored to gauge both operational results and customer satisfaction. “Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group,” Neves added.
The company’s procedures are carefully aligned with the compliance requirements of Brazil’s Law No. 14.790/23 and directives from the Secretariat of Prizes and Betting (SPA/MF). Collaborations with the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC) underpin their commitment to responsible gambling.
Commitment to Sustainable Growth
Esportes da Sorte, which has obtained Great Place to Work certification, credits its AI-driven yet empathetic customer service model as instrumental in achieving transparency and sustainability in Brazil’s iGaming market. Neves stated, “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.”
| Aspect | Previous State | Current Outcome |
|---|---|---|
| Average Response Time | 30 minutes | Under two minutes |
| Compliance | – | Aligned with Law No. 14.790/23, SPA/MF guidelines |
| External Partnerships | – | IAA and EBAC for responsible gaming |
- Author
Daniel Williams
