Esportes da Sorte revamps customer service with blend of AI and human support

Brazilian iGaming operator Esportes da Sorte has overhauled its customer service, merging artificial intelligence and human empathy to improve efficiency and promote responsible gaming.

Head of Customer Service Maria Neves said the company’s goal is to use technology to support, not replace, people. “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.”

After an internal restructuring, a new CRM system, and staff training, Esportes da Sorte cut its average response time from 30 minutes to under two minutes. “We achieved operational efficiency without sacrificing empathy,” added Neves.

The company tracks NPS, CESAT, and resolution time to measure performance and customer satisfaction. “Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group,” Neves added.

Aligned with Brazil’s Law No. 14.790/23 and the Secretariat of Prizes and Betting (SPA/MF), Esportes da Sorte’s operations follow strict compliance and data governance standards. It also partners with the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC) to strengthen responsible gaming practices.

Recognized with Great Place to Work certification, the company says the mix of AI and empathy reflects its strategy to build a transparent and sustainable iGaming market in Brazil.

“We’re helping to build a more transparent, mature, and sustainable industry,” Neves said. “Customer relationships are our greatest asset in strengthening trust and the future of the market.”