According to her, the combination of technology and humanized service is central to the company’s strategy.
“Artificial intelligence didn’t come to replace humans, but to enhance them. We use technology ethically and predictively—to anticipate needs, personalize experiences, and keep the human element at the center of every interaction,” explains Maria Neves.
In recent months, the company has significantly shortened human response time, the result of a restructured support flow, the adoption of a robust CRM system, and continuous team training.
“We reduced the average response time from 30 to 2 minutes—without giving up the human touch,” she summarizes.
The model is guided by key performance indicators such as NPS, CESAT, and resolution time, used to continually improve customer relationships.
“Every interaction is an opportunity to build trust and reinforce the culture of responsibility that drives our group,” adds Neves.
The operation is supported by a compliance and data governance structure aligned with Law No. 14.790/23 and the guidelines of the Secretariat of Prizes and Betting (SPA). Esportes da Sorte also adopts Responsible Gaming protocols, in partnership with organizations such as the Instituto de Apoio ao Apostador (IAA) and the Empresa Brasileira de Apoio ao Compulsivo (EBAC). The company’s commitment to well-being and diversity is reinforced by its Great Place to Work certification.
The integration of technological innovation and human empathy is part of a broader strategy to professionalize and consolidate the regulated market, in which Esportes da Sorte stands out for promoting responsible advertising practices and the ethical use of AI.
"We’re building a more mature, transparent, and sustainable industry. We believe that customer relationships are our greatest asset in strengthening trust and shaping the future of the market,” concludes the Head of Customer Service.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, with a 100% national operation and a license granted by the Ministry of Finance (SPA/MF) to Esportes Gaming Brasil—the group that also operates OnaBet and LOTTU.
With hundreds of direct and indirect jobs, the company is part of a Great Place to Work-certified group, built on pillars of innovation, commitment to Responsible Gaming, and support for market regulation.
It maintains strategic partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, reinforcing best practices in control, gambling harm prevention, and user protection.
Beyond betting, Esportes da Sorte invests heavily in sports, culture, and social projects. It is the main sponsor of clubs such as Corinthians, Ceará, Ferroviária, and Náutico, and supports major cultural events such as Galo da Madrugada, the Carnival of Recife and Olinda, and the Parintins Festival. The brand also strengthens its digital presence through creative campaigns and influencer partnerships, deepening its connection with audiences across online platforms.
Source: GMB
