The recognition comes at a strategic moment for EstrelaBet, which has been consolidating significant advances in technology, service and responsible practices. The company is conducting an ongoing transformation process, with dozens of initiatives implemented based on active listening to users.
In 2024, customer feedback resulted in the implementation of 50 initiatives, 11 projects and 10 new processes, which promoted improvements in registration flows, withdrawals, promotional communication and other aspects of the customer journey.
Among the advances, the most notable is the humanized service combined with the evolution of the virtual assistant Estela, which now operates with generative artificial intelligence and has become a strategic resolution channel.
“Estela currently autonomously resolves 64% of demands with 94% of response accuracy, reflecting our efficiency and personalization capacity. At the end of 2024, EstrelaBet also expanded its operations by implementing a telephone channel with a human team available 24 hours a day, seven days a week, complementing the existing chat, email and social media channels,” explains Lorena Lima, Head of CX at EstrelaBet.
There is a great effort to integrate all initiatives that combine technology, empathy and multichannel service. The result of this is a 90% CSAT in the company's customer service operations when we combine human and chatbot”, adds the executive.
These initiatives reinforce the company's commitment to offering accessible, empathetic and multichannel customer service. Another fundamental pillar is the psychological support program offered in partnership with FUMEC University, which provides free and confidential assistance to players with signs of risky behavior.
In addition to the services, the program also trains EstrelaBet teams to identify and direct cases for professional monitoring. The initiative is led by psychologists specialized in pathological gambling and integrates robust prevention, guidance and emotional support protocols.
“This recognition represents an important milestone for EstrelaBet, especially since it is the first year the Online Betting category has won the award. It is a validation of our effort to place the consumer at the center of our strategy, with continuous investments in technology, service and responsibility. We remain committed to offering the best experience for our users, always prioritizing security and transparency”, says João Gerçossimo, CEO of EstrelaBet.
The official awards ceremony will be held on June 24, in São Paulo. The full list of winners is available on the official award website: https://premio.consumidormoderno.com.br/vencedores-2025/
EstrelaBet is the largest Brazilian gamingtech and operates with a definitive license in the national iGaming market. Voted the best Brazilian betting operator, it won awards such as "Best Sports Betting Operator in Brazil" and "Rising Star of the Year" by the SBC Awards Latinoamérica 2022, in addition to having been awarded twice in a row at the SiGMA Americas Awards in 2023 and 2024.
In 2025, the company also received the BiS Awards in the categories "Best Action to Combat Gambling Addiction" and "Best Customer Service" to the Customer".
With offices in Belo Horizonte and São Paulo, EstrelaBet is recognized for its innovation, commitment to responsible gaming, legal advertising and support for sports and entertainment.
In partnership with FUMEC University, it develops pioneering initiatives for the prevention of pathological gambling, using cutting-edge technology to offer a safe experience and psychological support to users.
Working towards game integrity is also a priority for the company, which combines rigorous internal processes and strategic partnerships, such as Genius Sports and the International Betting Integrity Association (IBIA).
In 2023, EstrelaBet made history by becoming the first Brazilian bookmaker to officially sponsor a FIFA event: the Women's World Cup™. This achievement consolidated its presence on the international scene and demonstrated its dedication to the development of various sports.
In Brazil, the company expands this activity by supporting major initiatives, sports broadcasts, cultural actions and media projects that strengthen the bond with the public and boost entertainment.
Source: GMB
