A strong advocate of market regulation and a reference in innovation, the group is built on the pillars of Responsible Gaming and continuous investment in user well-being and control technologies. In recent months, the company has achieved significant advances in the customer journey, reducing average waiting times and increasing resolution speed, with the goal of delivering even greater improvements by the end of 2025.
“Customer service is one of our group’s major competitive differentiators. We have always treated this area not as a back-office sector, but as an essential part of the company, with direct impact on trust, loyalty, and the sustainable growth of our brands. When we put the client at the center and deliver care, empathy, and efficiency, we strengthen not only our operation but the entire betting market in Brazil,” highlights Marcela Campos, Vice President of Esportes Gaming Brasil.
Beyond speed, customer satisfaction has also reached new heights. Increased participation in feedback surveys has reinforced the reliability of the results and revealed a growingly positive perception among users. Another milestone was the significant reduction in the average response time of human agents, surpassing the industry’s own standards.
Leading the operation is Maria Neves Rocha, the company’s Head of Customer Service, who brings to the iGaming sector over 20 years of experience in major BPOs across regulated sectors such as finance, telecommunications, and education. For her, adapting proven methodologies from these industries was key to accelerating the maturity of a field that still lacks clear benchmarks.
“Our commitment is to serve every customer with speed, security, and empathy, ensuring their experience with us is always positive and surprising. The big differentiator was showing that it is possible to balance operational efficiency and humanization, even in a fast-paced sector like ours,” states Maria.
Recent changes included the creation of specialized areas in planning, customer experience, and automation, as well as CRM migration and greater integration with marketing and product, allowing the company to anticipate demand peaks. The next step is already underway: adopting artificial intelligence resources for chat and voice, always ensuring the preservation of humanization in service.
To further strengthen its mission and user responsibility, the Support team actively participates in the internal program “Learn to Protect”, an initiative that reinforces the group’s commitment to Responsible Gaming in partnership with the Compliance team, the Bettor Support Institute (IAA), and the Brazilian Support Company for Compulsive Gamblers (EBAC).
With these advancements, Esportes Gaming Brasil reaffirms that support and customer service are not merely back-office areas but strategic pillars for business sustainability and the evolution of the entire iGaming market in Brazil.
By investing in people, processes, and innovation, the group demonstrates that agile, human, and responsible service is the true competitive differentiator capable of building customer loyalty, strengthening trust in the industry, and pointing the way to a future where technology and empathy go hand in hand.
Esportes Gaming Brasil
Esportes Gaming Brasil is one of the leading betting groups in the country, with a 100% national operation and an official license granted by the Ministry of Finance through the SPA/MF. The authorization covers its three brands: Esportes da Sorte, Onabet, and LOTTU, all operating nationwide.
A benchmark in innovation and an advocate for market regulation, the group is built on the pillars of Responsible Gaming and continuous investment in user well-being and control technologies, also generating hundreds of jobs.
Esportes da Sorte’s presence goes beyond betting: it supports sports and cultural projects such as the Corinthians, Ceará, Ferroviária, and Náutico football clubs, as well as highly visible initiatives like the Galo da Madrugada, Recife and Olinda Carnival, and the Parintins Festival.
Onabet and LOTTU, in turn, expand the group’s digital reach with creative campaigns and influencer partnerships, strengthening audience connections across online platforms.
Source: GMB
