The project represents a significant development in the player experience in the betting sector. Estela is now able to understand feelings, interpret audio messages, offer contextualized responses and conduct fluid dialogues, without relying on predefined scripts. In April alone, more than 64% of interactions were resolved in a fully automated manner.
“Artificial intelligence is already part of our business strategy and we continue to expand its application throughout the player’s journey. Our commitment is to combine technology, empathy and personalization to deliver increasingly intelligent experiences aligned with our customers’ expectations,” says Lorena Lima, Head of CX at EstrelaBet.
The solution was developed in partnership with the BLIP platform, the Haaify consultancy and the internal CX and Operational Excellence teams.
The implementation was structured in three stages, starting with the evolution of the traditional chatbot with a focus on resolution, followed by the introduction of conversational AI with the ability to understand natural language on specific topics, until reaching the adoption of generative AI, which allows open conversations with multiple subjects in the same dialogue.
Estela’s tone of voice was carefully developed to reflect EstrelaBet’s identity and values, ensuring an experience aligned with players’ expectations. Among the features, the following stand out: authentication by CPF, the ability to automatically detect errors in transactional processes and the interpretation of audio messages, currently used by more than 70% of users.
Demands with a greater emotional charge or greater complexity are automatically directed to human support, with the preservation of the interaction history. This model ensures that sensitive topics are treated with the necessary attention, maintaining fluidity and continuity in service.
“The goal has always been to offer a service experience that lives up to our players’ expectations. With Estela, we combine cutting-edge technology with our essence of customer care,” highlights the EstrelaBet executive.
The results reflect the effectiveness of the solution. The retention rate in the bot grew by 20 percentage points, reaching 64%. The average wait time fell from 16 to just 3 minutes, while the assertiveness of responses reached 94%. The satisfaction index (CSAT) also showed consistent growth, going from 85% in April to 90% in May, when considering human and AI service.
The use of AI at Estela reinforces the company's commitment to offering smarter, more agile and personalized experiences for its players. This advancement is in addition to a service that is already a benchmark in the market.
EstrelaBet was recognized as the winner of the BiS Awards 2025 in the Best Customer Service category and also of the Prêmio Consumidor Moderno 2025 in the Online Betting category, reinforcing the company's commitment to excellence in the experience of its users.
EstrelaBet
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 Latinoamerica 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 Disorder" and "Best Customer Service".
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.
The company also prioritizes action to ensure game integrity, combining 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 its activities by supporting major initiatives, sports broadcasts, cultural activities and media projects that strengthen the bond with the public and boost entertainment.
Source: GMB
