Esportes da Sorte combines AI and empathy to promote responsible gaming and enhance customer experience

 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 artificial intelligence and empathy to enhance user experience and player protection.

According to Maria Neves, Head of Customer Service, technology and human understanding must coexist to deliver excellence.

“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 center of every interaction,” said Neves.

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.

“We achieved operational efficiency without sacrificing empathy,” added Neves.

The company measures success through NPS, CESAT, and resolution time, constantly monitoring these indicators to improve customer satisfaction. “Each interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group,” Neves noted.

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Esportes da Sorte’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 Secretariat of Prizes and Betting (SPA/MF). The company also applies responsible gaming protocols in partnership with institutions such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC). Its ongoing commitment to well-being and diversity has earned it Great Place to Work certification.

The balance between AI-driven innovation and human empathy reflects Esportes da Sorte’s broader strategy of professionalizing and consolidating Brazil’s regulated iGaming market.

“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,” concluded Neves.

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